Founded in 2014, Credo’s mission is to create a cleaner, more sustainable, more ethical beauty industry. Credo has defined what the term "clean" means in an under-regulated beauty industry–it is the nexus of safety, sustainability, and ethics. Today, Credo is known as the fastest-growing clean beauty retailer and is heralded as the standard-bearer when it comes to clean, sustainable beauty. To be "Credo clean" goes beyond a restricted substance list (or “free of” list). For its efforts in tackling the beauty industry's packaging problem, Fast Company named Credo the most innovative beauty company of 2021.