Credo’s first private brand serves all of America’s skin tones

Dan Ochwat
Executive Editor
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Screenshot of the Exa foundation from

Credo Beauty, a boutique with just shy of a dozen stores in major cities in the United States, has launched its first private label line called Exa, a product aimed to serve the diverse skin tones of consumers in the country.

Exa comes in 43 shades and is made from potent plants to create a clean beauty experience. The products in the modern packaging include a foundation with anti-pollution actives and a primer with triple antioxidant blend.

The retailer’s website has a page to help a consumer scroll to find the shade range, undertone and skin tone that best matches that consumer’s skin.

Beauty and cosmetics news site Glossy went deeper into the new line, quoting the founder of the retailer Annie Jackson, who said there hasn’t been enough diversity in complexion products in the category. “But to not be able to shade match absolutely everyone that walks through the door is a terrible experience that should just never happen,” she said.