No longer a marketing trend, sustainability is an operational standard that consumers search for more and more when making beauty purchases, along with products that easily fit into their day.
Answering this call, BEIIN, a modern body care brand, announced its first-ever retail partnership with Credo Beauty, the innovative clean beauty retail authority. Marking a major milestone in BEIIN’s continued growth, its signature products a hand and body wash, body lotion, and body oil will be available for consumers to purchase online and in all Credo locations nationwide.
BEIIN was founded by Leah Kirpalani, a long-time voice in the beauty and wellness space and founder of Shop Good, after a decade-long personal health journey that pulled her deep into the world of clean beauty, with a focus on the products we use most – and how they impact our bodies every single day.
Following its official launch in 2025, BEIIN started in a handful of curated spaces, like the Spa at The Chelsea Hotel, Ställe Studios and Duchess, where people really notice and appreciate product. Now expanding into the retail space is a part of deliberate stages in the brand's growth strategy.
“My 25 years in retail taught me that how and where a brand is discovered matters. Credo is the next stage: the same level of curation, but at a larger scale. Each channel builds on the credibility of the one before it, and that’s how we plan to grow,” says Kirpalani.
Weigh-ins from estheticians and feedback from editors played a major role in deciding that now was the time to enter into retail.
“In our first year, BEIIN earned recognition from Marie Claire, Shape and Oprah Daily, and our customers kept coming back. That was the signal I was waiting for. I didn’t want to rush into wide distribution before the product had proven itself. Landing with Credo as we mark our first anniversary felt right, because we now have a story and a reputation behind us, not just a launch,” says Kirpalani.
In a category where consumers are often forced to choose between aesthetic design, ingredient integrity, sustainability, performance, or affordability, BEIIN was created with the intention to deliver all of it at once.
After a retail launch, one can't help but wonder what's the next step for such a fresh brand.
“This new step is our thesis being proven at national scale. At Shop Good, I watched customers choose between beautiful body products they had to ration and cheaper ones that felt like a compromise. BEIIN removes that choice: essentials made with the highest-quality ingredients, at a price you can feel good about using every day. Credo brings that to a national customer who knows quality and reads labels,” says Kirpalani.
BEIIN was built on the belief that ‘the everyday is everything’; BEIIN’s Credo presence brings this belief straight to the hands of the consumers.
