Beauty, made simple. Ella Rose founded SBE Beauty after growing tired of how serious beauty had become: a twelve-step tutorial, four different brushes, and a pressure-filled ritual women "had to" perform each morning rather than a few minutes they got to enjoy. She wanted to build the exact opposite, something fun, uncomplicated, and genuinely good for your skin. The mission became personal when Ella developed skin concerns of her own in her early twenties. She started paying close attention to what she used, relying on Credo's Ingredient Standard as her guide on what to avoid. Credo became her north star, and the brand's. Today, SBE makes simple, five-minute staples that do the work without the fuss. They make your routine more enjoyable and help you feel even more like you.