Credo For Change | Credo Beauty
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As a founder-led company, we know that growing a business is hard–really hard. And too often, thought partners that can provide valuable retail business insights aren't accessible to diverse entrepreneurs at any stage of their growth.

The Credo for Change Workshop program is here to change that.

Credo for Change provides BIPOC (Black, Indigenous, and People of Color) beauty founders with the functional insights they need to advance their brand and expand their business in a retail store environment.   

This year we are opening the program to ALL eligible BIPOC founders no matter their stage of growth.

Program Overview

Brand founders that become part of Credo for Change will attend virtual workshops, and in-depth breakout sessions designed to focus on opportunities for your brand and prepare your business for the next level of growth.

Our program will focus the following key areas:

  • Clean Beauty: why it matters and how to make the swap in your business 
  • The Beauty Business: the strategy and capital you need to fuel your impact and growth
  • Retail 101: what you really need to build a strong retail business (it’s a lot more than you think!)
  • Behind the scenes: from sales education to legal, and hacks to overcome common problem areas 
  • Community: face time with Credo executives, connections with industry experts and fellow entrepreneurs, and network introductions to influencers and funders

How It Works

  • You must have a majority BIPOC-owned business
  • Your business must be in the Beauty/Wellness space (makeup, skincare, haircare, fragrance)
  • You have a committed focus to clean and sustainable beauty
  • You must have launched your brand with limited distribution
  • You must be available to attend weekly sessions
  • Your business must be based in the United States or Canada
  • You are at least 18 years old as of the date of your application
  • You are the owner / co-owner of the business


12 session course x 2 hours each taught by our expert mentors/teachers taught online via zoom. Here is a sample of the classes that will be covered:

  • Clean Beauty + Formulation with Mia Davis (Credo),  Allie Compton, (Credo), Krupa Koestline (KTT Consultants)
  • Legal and Trademarks 101 with Alisa Won (Sideman),  Kelly McCarthy (Sideman)
  • Working Capital with Avani Patel (The Ember Company)
  • How to craft your brand and storytelling with Mashama Thompson (510 Media) and Katie Klencheski (Smakk Studios)
  • Marketing/Digital Blueprint Scott Lux (Videoshops)
  • Business Strategy with Susan Kim (Kopari Beauty
  • Retail Strategy with Ju Rhyu (Hero Cosmetics) Michelle Connelly (Credo) Muffy Clince (Ulta)

Plus Workshops with surprise special guests!

Meet the Teachers:

  • Mia Davis

    Mia Davis

    VP, Sustainability & Impact at Credo

    Mia currently acts as the Director of Environmental & Social Responsibility at Credo Beauty, the largest clean beauty retailer (nine brick & mortar stores and at Mia created the Credo Clean Standard--retail's strongest "clean" policy--that all 120 brand partners must comply with. She leads Credo’s brand consortium, which addresses key challenges in this industry, from fragrance disclosure to packaging. She is developing new sustainability goals for Credo in 2020.

    Mia Davis
  • Allie Compton

    Allie Compton

    Product Development Manager at Credo Beauty

    Allie Compton has over 7 years of experience working in the beauty industry, specifically in "clean beauty." Currently, Allie is the Product Developer for Credo Beauty owned brands, Exa Beauty (color cosmetics), and Eleven by Venus Williams (suncare), where she leads product innovation, development and packaging design cross-category. She evaluates and directs all formula submissions from lab, pilot, through production and establish technical quality standards for cross-categories. she manages business and supplier relationships with R&D, compliance, regulatory, consultants, chemists and technicians to deliver against product innovation, legal, design, and marketing requirements. Allie loves creating purpose-driven products that make people feel beautiful and is deeply passionate about beauty product safety and sustainability.

    Allie Compton
  • Alisa Won

    Alisa Won

    Partner, Sideman & Bancroft LLP

    Alisa works with beauty brands as business counsel from pre-fundraising to sale of their company.  Her experience includes advising beauty brands on every day legal and business  issues including equity grants, hiring or terminating employees, raising capital and engaging with potential investors.  She focuses on supporting her clients with as much understanding of the issues as possible when they make decisions.  Among Alisa’s current beauty clients are BREAD Beauty, ILIA Beauty, Kinlo, Lawless Beauty and UBeauty.

    Alisa Won
  • Kelly McCarthy

    Kelly McCarthy

    Brand Protection Partner, Sideman & Bancroft LLP

    Kelly McCarthy is a brand protection and development attorney with a focus on clients in the beauty industry. Her clients include public and private entities, from emerging beauty start-ups to global industry leaders. Kelly advises clients on a variety of trademark and brand protection issues, including matters involving product and corporate name selection; trademark availability and clearance; worldwide branding strategies; trademark related agreements including licenses; management and prosecution of worldwide and US trademark portfolios; disputes before the U.S. Trademark Trial and Appeal Board; domain name disputes and cybersquatting concerns; foreign, domestic and online anti-counterfeiting and enforcement measures; advertising, claims and promotions, and social media and Internet marketing issues. Kelly specializes in the development and implementation of customized and comprehensive brand protection programs for the beauty industry that focus on global trademark portfolio growth while combatting product counterfeiting concerns and other infringements.

    Kelly McCarthy
  • Krupa Koestline

    Krupa Koestline

    Founder, Founder, KKT Consultants

    Clean Cosmetic Chemist Krupa Koestline merges her background in biology, biochemistry, and biotechnology with her lifelong practice of Ayurveda to create new concepts and innovations in the clean beauty space. Starting her 10+ year career at Estee Lauder and Neutrogena, Krupa pivoted her focus to creating safer products after seeing firsthand the impact of potentially harmful ingredients used in personal care products. As the founder of KKT Consultants, Krupa understands the importance of innovation in today’s competitive and saturated beauty market. As an expert resource, Krupa strives to dispel myths and misinformation around clean beauty, to see through convenient marketing tactics and buzzwords, and forecast insights into the next trendy ingredient.

    Krupa Koestline
  • Avani Patel

    Avani Patel

    Founding Partner at The Ember Company

    Avani is a Partner of The Ember Company.  She has years of experience in the startup world in various capacities including as a founder, advisor, mentor and investor.  She recently served as Head of the Harvard Business School Startup Studio.  In her work with Ember, Harvard Business School and other organizations, Avani has advised over five hundred entrepreneurs. 

    Prior to The Ember Company, Avani had a career as a corporate attorney with Arent Fox LLP and Brown Rudnick where she worked on multi-billion dollar mergers.  She also founded a men's and women's contemporary clothing label when she was in law school.  She holds an MBA from Columbia University, a JD from The Northwestern University School of Law and a BA from Loyola University.  Avani volunteers as Co-Leader, Entrepreneurs-In-Training, Barnard College & Girls Scouts.

    Avani Patel
  • Susan Kim

    Susan Kim

    CEO of Kopari Beauty

    Susan Kim is the current Chief Executive Officer of Kopari Beauty, the digitally-native, clean, coconut-based lifestyle brand. Kim possesses more than 10 years of experience working for global beauty brands including Huda Beauty, Benefit Cosmetics and L’Oreal USA. With a passion for marketing digitally-native brands, Kim most recently served as the senior vice president of marketing & digital at Huda Beauty. Prior to that time, she spent nine years at Benefit Cosmetics developing a digital and strategic plan that catapulted the brand to an industry top rank.

    Susan Kim
  • Mashama Thompson

    Mashama Thompson

    Co-Founder & Creative Director @ 510media Brand Studio.

    Over the past seventeen years, operating as the chief brand strategist, Mashama has led creative and strategic teams in both the physical and digital space across many industries. His work is driven by a simple thesis: communicate a client’s message through the creation of beautifully simple, human-centric design.  

    Oh and always play.

    Mashama Thompson
  • Katie Klencheski

    Katie Klencheski

    Founder Smakk Studios

    Katie began her career in advertising working with global brands like American Express and Cartier prior to founding SMAKK Studios in 2011. Her work with clean beauty brands predates the genesis of the phrase “clean beauty,” and she notably worked to brand and launch S.W. Basics. Since then, she has led creative strategy for SMAKK’s many clients in the beauty and personal care categories, including Shiseido, Mother Dirt, The Lip Bar, Orpheus, Aveda, S.C. Johnson, Harry’s, and The Honey Pot Company. A sought-after thought leader in the worlds of beauty and ecommerce, Katie has been featured in Ad Age, Fast Company, Inc, Creative Review, and Beauty Matter.

    Katie Klencheski
  • Ju Rhyu

    Ju Rhyu

    Co-Founder/CEO Hero Cosmetics

    Ju Rhyu is the Co-founder/CEO of Hero Cosmetics. Ju bootstrapped Hero's launch in 2017 with one product, the Mighty Patch, on Amazon. Five years later, Hero Cosmetics is now a holistic acne solutions brand with over 20 award-winning products and a business that’s doing over $100M in revenue with high profitability. She is a CEW Female Founder 2022 Honoree and was named to the Inc. Magazine 2019 Female Founders 100 list and a Yotpo 2019 Amazing Women in E-commerce. She is a graduate of Brown University and Columbia Business School.

    Ju Rhyu
  • Muffy Clince

    Muffy Clince

    Director, Emerging Brands at Ulta

    Muffy Clince currently serves as the Director of Emerging Brands at Ulta Beauty. In this role, she is responsible for the Sparked at Ulta Beauty Platform that launched in 2019. This cross functional endeavor was created to scout, on board, launch and grow new-to-market Indie Brands. 

    In addition to the Emerging Brands work, Muffy overseas the Merchandising efforts supporting Conscious Beauty at Ulta BeautyTM and the DEI/BIPOC strategies. Prior to taking on this role, over her 18 years at Ulta Beauty, Muffy has held several roles in Merchandising as well as Planning and Inventory, most recently managing key brand relationships for Prestige Cosmetics and launching Chanel Beaute. 

    In her time at Ulta Beauty, Muffy has supported the Ulta Beauty Charitable Foundation work, helping to raise funds for the Breast Cancer Research Fund. She is an alumna of the University of Illinois at Urbana-Champaign, meeting her husband freshman year and now they enjoy family time with their three kids.  

    Muffy Clince
  • Amy Liu

    Amy Liu

    Founder and CEO of Tower 28

    For over 15 years, Amy Liu worked as a beauty executive at some of the fastest growing prestige companies, including Smashbox, Kate Somerville and Josie Maran Cosmetics. But as a longtime eczema sufferer, she couldn’t even enjoy the best part of working in the beauty industry: trying out all the products! Even the clean alternatives were super expensive or too clinical, like they were coming straight from the doctor’s office. Amy saw this white space as an opportunity, and set out to create Tower 28, a beauty company inclusive of all skin tones, skin types, budgets, and beauty philosophies. Tower 28 is the first beauty brand that’s 100 percent clean, vegan, and free of every known skin irritant. Everything is rigorously dermatologist and allergy tested, with all formulas adhering strictly to the National Eczema Association’s guidelines.

Credo BIPOC Workshop FAQs

How do I register?

The registration can be accessed here. Please complete the application by July 18, 20212 11:59PM PST.

Who is eligible?

Eligible businesses must be founded or co-founded by a person identifying as BIPOC (Black, Indigenous, Person of Color), and at least 18 years old. Our focus is on earlier stage companies that have the most to benefit from this type of mentorship program. If selected, you are ready to commit to the time to attend and participate in the program and classes, and you have access to Zoom.

What is the Selection Criteria?

This year Credo for Change is open to all eligible BIPOC brand founders that register.

Why did you start Credo for Change?

Credo has always worked very closely with our partners to support brands' growth. We are committed to supporting BIPOC brands and the growth they envision for themselves.

How many founders will be selected?

This year Credo for Change is open to all eligible BIPOC brand founders that register.

If selected does that mean I automatically get carried at Credo?

Completion of this program could result in an opportunity to be added to the brands Credo carries

What is the process and timeline?

Applications open Tuesday, June 28th. All applications are due no later than midnight on July 18th. Our programming will take place from August 12th - November 18th.

Is there funding for the selected brands?

No funds will be given to any brands. Instead, this program is about support, advice, networking, and the ability to engage with our merchant team..

What founders and brands have participated in this program?
How will I know if I have been selected for the program?

We will let though who sign-up know that they are confirmed for this year's program via the email or phone number provided in the application.

What dates will the program take place on?
Workshops will be held every Friday from 11-1 PM PST via zoom on the following dates. - August 12th - August 19th - September 9th - September 16th - September 23rd - September 30th - October 7th - October 14th - October 21st - October 28th - November 4th - November 11th
Who do I contact if I have questions about my application or the application process?

Founders can get in touch by reaching out to with the subject line “Credo for Change 2022”

Please refer to The Dirty List™ for all ingredients, which due to safety and/or environmental concerns, we ask our brand partners to avoid using.

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