Credo Beauty, the 'clean' beauty retailer, just launched its own private label cosmetics brand, Exa Beauty, on August 7.
The name Exa comes from the largest unit of measure, written as 1 with 18 zeros, the brand says. The line is cruelty-free and gluten-free - and its products are "makeup meets skincare," the brand says.
Exa High Fidelity Foundation, shown above, comes in 43 colors. The buildable semi-satin foundation is made with anti-pollution actives, including aloe vera juice, peach fruit extract, protective microalgae actives, soothing maqui berry, and hydrating hyaluronic acid.
Exa's second debut product is Jump Start Smoothing Primer. The vegan primer comes in one universally flattering shade, and it also doubles as skincare. Packaged in an opaque black bottle, it includes soothing cocoa fruit powder, CoQ10 and free radical-fighting fatty acids from raspberry seed to protect skin against blue-light damage.
It also contains positively charged quartz crystals, to "magically extend the wear of your makeup and deliver a breakthrough blurring effect-like a photo filter," the brand states.
The cruelty-free primer is made with 97% natural, gluten-free ingredients.
We are totally pumped 👠up. Are you ready to join us? This is the stuff that clean beauty ✨history is made of. It all happens tomorrow...right here. 👊🏿👊🏿👊🏾👊🏾👊🏽👊🏼👊🏻 Follow @exa.beauty and 👇🏿Tag someone you know who loves to live (and laugh 😄) out loud. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #AmplifyYourNature #InclusiveBeauty #NewMakeup