Credo Beauty and Novi Connect Announce Partnership to Streamline Ingredient and Packaging Sourcing for Brands
September 15, 2021 (San Francisco, CA): Clean beauty pioneer Credo Beauty today announced an expansion of their partnership with Novi Connect, an innovative technology marketplace that helps brands build sustainable and transparent products.
The partnership will provide Credo brands with a comprehensive marketplace to vet their packaging and ingredients against The Credo Clean Standard and Credo’s Sustainable Packaging Guidelines. Hundreds of Credo-compliant packaging components will be readily available for brands to discover, sample, and purchase.
“Credo’s 135+ brand partners need packaging solutions that meet our industry-leading Sustainable Packaging Guidelines. Most of the brands are indie, with small teams, so navigating suppliers’ ‘green’ claims, on top of the higher cost of materials and high MOQs, can be really challenging,” says Mia Davis, VP of Sustainability & Impact at Credo. “Novi is a win-win-win solution — for suppliers, brands and retailers, and most importantly for the planet.”
The partnership between Novi and Credo began as a pilot to provide sustainable packaging to Credo’s brand partners. Since then, Novi has found that access to sustainable packaging is a significant issue, impacting retailer partners, brands, and CPGs across the industry.
This powerful collaboration between two companies with unique specializations yet a common mission, allowing both to complement each other in a way that expedites innovation.
“As the beauty industry evolves, Millennial and Gen-Z consumers continue to prioritize transparency, sustainability, and the environment,” said Kimberly Shenk, CEO and co-founder of Novi. “Together with Credo, we’re able to provide brands of all sizes a place to discover and purchase sustainable packaging, fragrances and ingredients with upfront pricing and transparency, and collaborate with their manufacturing partners to get their products on shelves in half the time.”
As the partnership grows, Credo and Novi will continue to leverage their collective expertise to educate and lead the beauty community towards a cleaner and more transparent future.
About Credo Beauty
Founded in 2014 by former Sephora executives, Credo is today’s largest and fastest-growing clean beauty retailer, partnering with 135+ beauty brands across skincare, color, body, fragrance and hair care categories. Credo’s mission continues to be focused on changing the beauty industry for the better and making clean beauty accessible to everyone. All brands must comply with the Credo Clean Standard, the most comprehensive in beauty retail. With an omni-channel approach, Credo currently boasts ten stores across the U.S. and an ecommerce site experiencing extraordinary growth. With transparency and education at the forefront, customers and brands alike benefit from Credo’s services and programs such as Credo Live (online and video chats with in-store reps), Clean Swaps program, Your Product Finder (smart database to navigate 450k ingredients), digital master class events and access to our Clean Beauty Council (industry experts leading the Clean Beauty movement). A portion of every sale goes to the non-profit partner, Lipstick Angels.
About Novi Connect
Novi helps brands build transparent and sustainable products. Novi is the first network that uses data to connect the complex ecosystem of suppliers, manufacturers, and retailers to help brands easily discover, sample, purchase, and manage materials as they build transparent products. Founded by Kimberly Shenk, a retired Air Force captain, health and wellness enthusiast, and former Head of Data Science at Eventbrite, Novi is backed by Greylock and Defy Partners. For more information on Novi, please visit: https://www.noviconnect.com/
Misc notes
- Testament to finding synergy between companies (Credo, Novi, Suppliers, Brands) that share a common mission, but have unique core competencies that can complement each other in a way that expedites innovation and adoption of new behaviors.
- Focus on accessibility of sustainable packaging for brands — of all sizes — and on co-creating a new way of working with packaging suppliers (from handshake deals to offering upfront pricing and transparency into their supply chains).
