Credo

When I realized my favorite fragrance was giving me headaches, I gave up perfume entirely, but a rise in brands focused on clean and natural ingredients gave me hope.

There's a long way to go when it comes to creating a more transparent cosmetics industry.

Don't be fooled by their squishy outsides.

With elevated branding, minimalist packaging and a keen retail strategy, the young wellness brand is seeking to build a loyal consumer base in the ambiguous yet bountiful supplements category.

It's like a Sephora for natural beauty brands.