Credo Cracks Down on Fragrance in Beauty Products

Credo Beauty is reasserting its role as clean beauty retailer-turned-activist with a new fragrance disclosure policy revealed today. The San Francisco-based clean beauty chain is introducing its Fragrance Transparency Policy, a two-part mandate that strongly encourages the brands it sells to reveal more information about the ingredients in the fragrances used in their products. The policy applies to all categories that Credo sells, including skin care, body care, makeup, hair care and fine fragrance. It is the latest step in the company’s “Credo Clean Standard,” a lengthy set of guidelines rolled out last year that require brands to comply with tighter rules, ranging from label transparency to documentation from suppliers regarding good manufacturing practices and ingredient purity. The fragrance policy is twofold. At a minimum, all brands sold at Credo are now required to disclose the source of the fragrance used in a product — i.e., whether it’s natural, naturally derived, from essential oils or synthetic, and so on. A second step asks for full disclosure of all ingredients that go into the fragrance of a product, an act that is not commonly practiced in the beauty industry. While the second step of the policy is not mandatory for brands, 71 of the 137

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