Credo–Ulta partnership ends; Credo refocuses on standalone stores

The Ulta Beauty–Credo partnership (launched 2020) ended in March 2024, with Credo exiting The Credo Collection following challenges around price sensitivity, consumer education gaps, and pressure to discount — a model small clean brands found unsustainable. Credo has refocused on its 16 standalone stores with 3–4 new locations planned.