The launch includes Stripes’ top-selling products, such as The Full Monty body oil, Vag of Honor intimate moisturizer, Oh My Glide personal lubricant, The Inside Addition wellness support supplement, The Crown Pleaser hair mask, and The Dream Date sleep support supplement.
“I’m incredibly proud and humbled to be entering Credo Beauty, a retailer whose commitment to ingredient transparency parallels our own mission at Stripes,” said brand founder and actress Naomi Watts in the company’s press release. Together, she added, ”we’re expanding access to products that support women navigating perimenopause and menopause—with genuine care, integrity, and inclusivity at every step.”
Cara Kamanev, Global Brand President of Stripes Beauty, told CosmeticsDesign U.S. that the Credo partnership represents a significant milestone. “We’re not just expanding shelf space – we’re signaling to the industry and to consumers that midlife is a powerful, worthy, and underserved life stage,” she said.
Credo’s positioning in clean beauty made it a natural fit, she added, as the retailer “has long been a leader in clean beauty, and their commitment to ingredient transparency and high performance aligns perfectly with our mission to normalize conversations around menopause and provide effective, safe solutions.”
Assortment and product development
The assortment at Credo was curated with a focus on biological changes women experience in midlife. “We focused on everything from skin dryness and barrier sensitivity to scalp health and intimate wellness,” Kamanev said. “By pairing Credo Beauty’s expertise with our category-specific offerings, we’ve curated an assortment of products that delivers targeted, clean solutions without compromise.”
As the retailer’s first menopause partner, it was essential that the launch offerings aligned with the brand’s mission to “normalize and elevate the conversation around midlife, while democratizing access to menopause care,” the release confirmed.
Retail education to engage consumers
Both companies are also emphasizing in-store education. “We’ve equipped Credo’s in-store beauty advisors with training that explains the science behind our menopause-focused products,” Kamanev said. “By normalizing midlife wellness conversations through open, educational storytelling,” she added, “we’re making it easier for consumers to feel confident in their choices.”
Credo executives echoed the opportunity. Jessica Trieber, VP of Brands at Credo Beauty, said in the Stripes Beauty press release, “Naomi Watts has been instrumental in bringing perimenopause and menopause into everyday conversation, and partnering with her and Stripes Beauty was a natural fit.”
Because “women deserve support, solutions, and space to navigate this chapter with confidence,” Trieber’s statement continued, “we’re seeing more interest in this area from our customers and their cult-favorite Vag of Honor fills a gap in our assortment—we haven’t had anything quite like it before.”
Market opportunity
With clean menopause care poised for growth, consumers are seeking both efficacy and safety, said Kamanev. “The clean beauty consumer demands proof rather than just promises,” she explained, and “in menopause care, that means formulas that are both highly effective and uncompromising in safety.”
Considering that half the population will go through menopause, she added, “in clean beauty, that translates into an enormous opportunity to meet a growing, loyal customer base with products they can trust.”
Upcoming partnership milestones
The Stripes Beauty press release highlighted upcoming activations, including a September 9 National Hot Flash Day event at Credo Beauty Soho led by Naomi Watts, featuring a panel of doctors and industry experts. In October, the brand will participate in Credo’s “Friends of Credo” sale, which falls during Menopause Awareness Month.
“Stripes’ launch at Credo Beauty signals a powerful new chapter for the brand,” the release concluded, “one that underscores its commitment to reshaping the menopause conversation through clean, effective products, community, and education.”
