Exponent Super Human - Annie Jackson

Convictions from the Super Humans we admire the most.

Annie Jackson, co-founder of Credo Beauty, has been a driving force in the clean beauty movement. With a background at Estée Lauder, Sephora, and Benefit Cosmetics, she launched Credo about a decade ago, focusing on transparency and sustainable ingredients. Credo’s Dirty List, banning over 2,700 harmful chemicals, has set a new industry standard. Residing in Santa Cruz, Annie balances her commitment to clean beauty with family time and a love for local spots like Stinson Beach and Verve Coffee. Known for mentoring new beauty brands, she’s passionate about Credo’s mission to redefine beauty through safer, responsible products.

We use the phrase "think outside of the jar" rather than "think outside the box."  What does this phrase mean to you?
Question everything and challenge yourself to strive for better.

What is your most marked characteristic?
Unapologetic over use of exclamation marks, and rarely (if ever) being late.

I’ve always wanted to
be a writer and have enough land to have donkeys.

What is your greatest extravagance?
I am the least extravagant person you will meet. So if i had to pick i think having a mimosa on a sunday morning or surprising my kids or husband with a gift that seems unexpected but that i know they will love fits the bill.

What is it that you most dislike?
3 characteristics in people: being fake, being late and self important. And olives.

What song would you want played as you enter every room for the rest of your life?
Zz top la grange

Thriller or comedy?
Thriller.

Describe your medicine cabinet (a verbal shelfie):
toothpaste, benadryl, floss, hair brush, comb, josh rosebrook hydrating accelerator, dr rogers face cream, Therapi propolis+ biome restore facial oil, and unmarked lab sample of another facial oil, sana jardin jaipur chant, osea anti aging body balm, follain eye cream, credo deep thirst cleanser, credo rewinder moisturizer, lolavie glossing detangler.

I am FULL OF jokes!

What was your vision when you co-founded Credo Beauty, and how has it evolved since the company’s inception?

Ten years in we had hoped to have a lot more stores, but aside from that i can say we have fulfilled our vision as far as how we hoped the brand/company would be developed and thought of. I often think about my late co-founder Shashi and if i could update him on where we are and what has happened since we lost him and i think he’d be proud but also understand where we are because he knew how challenging what we were endeavoring to do would be. It’s had many twists and turns and a few regrets (on my side) but that’s life.

With your busy schedule, how do you balance work, family, and finding time for yourself? Are there any daily habits or routines that keep you grounded?

I am trying to be better about setting myself up for a good night's sleep. I am a terrible insomniac and it makes the days long. I am putting my phone down after dinner now and not picking it up until morning, and reading before bed. It fights every inclination in my body - but reading one email that stresses you out or makes your brain go into overdrive right before bed is a recipe for disaster.

Can you walk us through the creation of Credo’s Dirty List and its impact on setting clean beauty standards? What could you not have predicted?

When we first surfaced the Dirty List (or our RSL) it was a way for me to just have a vetting guideline for brands. It evolved into something that shaped a movement and pushed a manufacturing community to question different ways of creating products and being more focused on ingredients and their impact on human health and the planet's health. I would have never predicted the speed at which it took hold and the intensity of the conversation that is being had in the industry.

What surprising challenges did you face in building Credo Beauty into the largest clean beauty retailer in the U.S., and how did you overcome them?

Too many to list, but the key ones that stand out are falling for “better systems” than the ones we have. Sure, in the beginning we were patched together it felt with band aids. But over time we have invested in technology solution better suited to our size. But for a time we got very good at implementing something new and investing in that time and distraction to our team and then letting a salesperson tell us all the reasons why their system is better than what we just implemented and then doing it all over again for usually no better result. Netsuite is a perfect example of that. (Anyone out there considering going on netsuite i am happy to provide an unvarnished opinion…..most likely including many expletives.)

Credo Beauty places a strong emphasis on sustainability and transparency. What drives your commitment to these principles? What would you like to see happen in the next 10 years in the world?

Our values are our everything. They are our north star and provide us with a sense of reward that our hard work is making a positive impact on future product development in a really antiquated industry.

Mentoring emerging brands and founders is something you're passionate about. What advice do you find yourself giving most frequently to new beauty entrepreneurs?

Slow and steady wins the race. Never do anything in your business that doesn’t feel right or let competition drive your decision making.

How do you see the clean beauty landscape evolving in the next few years, and what role do you envision Credo Beauty playing in that evolution?

If a brand or company genuinely devotes time to questioning if there is a better way to do something that has a more positive outcome for people and the planet and taking the time to follow that path is a very good thing. If we had a hand in that I would feel fulfilled beyond measure.