Since arriving at Credo Beauty in October 2024, Exponent Beauty has emerged as a standout player in the retailer’s clinical skincare selection. Within three months, Credo expanded Exponent nationwide, marking the retailer’s top third-party skincare brand launch in 2024.
Out of the gate at Credo, Exponent exceeded its skincare productivity targets by over two times. The brand’s Brightening Boost Vitamin C Serum secured the No. 4 bestselling serum slot across all brands within just four months, frequently selling out, and Time Rewind Retinol Serum is following closely behind.
Exponent’s refillable packaging inspired by vintage fragrance bottles precisely doses antioxidant powders, which are freshly mixed with a hyaluronic acid base to create a potent serum for application. The process preserves the efficacy of impactful, but fragile actives like vitamin C, retinol, coQ10 and resveratrol. Clinically proven to reduce fine lines, wrinkles, sunspots and discoloration in as little as one to two weeks, the brand’s results speak for themselves, according to founder and CEO Liz Whitman.
“People assume our biggest challenge is educating consumers on why we keep our actives in powder form, but that hasn’t been the case,” she says. “Clinical skincare is sold on claims and before-and-after proof. That’s our hook. Then, we earn the right to explain the science—why we can deliver those results. Succinctly, anti-aging ingredients degrade over time, and our powder format solves that. That’s the aha moment for consumers.”
The bigger challenge? Demonstrating ease of use at the point of sale. Whitman says, “People wonder if our system adds time or complexity to their routines, but, once they see it on shelf, they realize it’s seamless, takes less than four seconds, and is oddly satisfying.
To Lydia Kandel, VP of marketing and digital at Credo, the brand stood out immediately for its story and eye-catching, sustainable packaging. She says, “Credo customers are drawn to the innovative design, but the magic happens when they test the precision dosing and feel the silky texture.”
Exponent has leaned into high-touch experiences to convey its story online and in stores. It partnered with Credo to offer mini oxygen facials and interactive displays that invite consumers to mix serum in real time. The brand has also rolled out four education modules since launch, ensuring store teams are equipped with gratis products and in-person training.
“We go deep with partners,” says Whitman. “That’s how we build trust.” Kandel, adds, “It’s first to market, and education is key. Liz has really invested in product education, which has shown in the customer reaction to what could be a complicated product.”
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Clinical brands are gaining traction with beauty consumers. According to a 2023 report by management consultancy McKinsey & Co., 63% of skincare consumers in the United States consider clinical efficacy important when choosing a brand, and consumers are 60% more likely to trust brands that back their claims with scientific data.
Credo shoppers are no different. “We’re seeing clear demand for brands that offer clinical claims and proof,” says Kandel. “We’re making a point to talk more about this in marketing across the site and with signage in-store to relay the information more. We’re acquiring new customers through our clinically backed brands who are helping tell the store that clean beauty does work to address your skincare concerns.”
Exponent’s early momentum is bolstered by support from institutional investors like Unilever Ventures, Sugar Capital and Founders Fund. Ambassadors and investors Erin and Sara Foster along with Rocky Barnes are key drivers of buzz.
Whitman points out that the Foster sisters and Barnes are instrumental for Exponent by spreading word of mouth with other influential types and through business development. She says, “These women experienced real results with Exponent and organically champion the brand. Whether they’re hosting events or sharing on their platforms, their endorsement is genuine, and that’s key to building trust.”
Barnes, who has 3.4 million followers on Instagram and upwards of 198,000 followers and 6.4 million likes on TikTok, says, “Not only is the science behind the product clear and easy to understand, it also leads aesthetically. I feel like, before, you had to choose between professional doctor lines, which looked clinical, or if a line was aesthetic, it might not have held up in quality or effectiveness. Exponent has really been the first I’ve seen to bring both together. After seeing Exponent Beauty’s approach to effectiveness, it was clear to me that their vision is what’s been missing in the market. “
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Whitman emphasizes the role of beauty professional in driving Exponent’s credibility. Through its Pro Mixologist program, the brand cultivates relationships with aestheticians, dermatologists and makeup artists who recommend its products to clients and create content for their digital followings. “The pro channel is core to who we are,” she says. “We’re rooted in the practice of compounding fresh actives for peak potency, something professionals intuitively understand and value.”
While Exponent’s success at Credo lays a strong foundation for it at retail, Whitman isn’t rushing expansion. The brand plans to add one or two retail partners over the next 12 to 24 months. “Our strategy is quality over speed,” she says. “Every new channel has to be deeply supported.”
Exponent is prioritizing organic channels over paid media, focusing on influencer partnerships, public relations and its strong organic search presence powered by robust third-party lab research. “Consumers want real results, science-backed efficacy and a premium experience,” says Whitman. “That’s where we deliver—and that’s how we’ll continue to grow.”
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