Clean beauty retailer Credo Beauty has acquired Follain, a Boston-based retail brand who, alongside Credo, was an early leader in the clean beauty movement in the U.S.
Follain was founded by Tara Foley in 2013, one year before the creation of Credo by Shashi Batra and Annie Jackson in in 2014.
As part of the acquisition, Credo will absorb Follain’s online retail business and storefront in Beacon Hill, Boston. The Follain-branded skincare line will become part of Credo’s owned brand portfolio, which currently consists of inclusive makeup brand, Exa and mineral sunscreen collection, EleVen by Venus Williams. The Follain store will be rebranded as Credo and will serve as the retailer’s second store in the Boston market.
"The acquisition of Follain, a like-minded company with a shared mission, is an important step forward for Credo and the clean category," says Credo CEO, Stuart Millar. "Solidifying Credo’s clean beauty leadership position allows us to scale our impact in a meaningful way, and we are excited to continue to advocate for change in a highly under-regulated industry," he adds.
The move to acquire Follain should also help Credo to achieve their goal to create a single “clean beauty“ standard that would serve as a roadmap for brands and consumers alike.
"Since inception, Credo and Follain have been on a parallel path, whether related to clean beauty leadership, affecting positive change in the industry or providing a platform for a brand community that is dedicated to conscientious brand creation," emphasizes Credo Co-Founder, Annie Jackson.
Follain Founder & CEO, Tara Foley will support Credo as an advisor over the coming months. After the transition, she will continue her work consulting purposeful beauty and CPG brands. "This is a proud moment in the history of Follain, and an important moment in the evolution of clean beauty," says Foley. "We believe this will strengthen the mission-driven beauty movement by creating the single leading clean beauty retailer, and standard bearer, that the industry needs. We are happy to see the Follain brand and products continue to make an impact in their new home with Credo."
Credo currently operates as a robust online business, along with ten stores across the country, with a new location opening in Larchmont Village in Los Angeles.