How Credo Beauty personalizes at scale to drive omnichannel revenue

About Credo Beauty

Credo Beauty is redefining clean beauty retail. With over 2,700 ingredients banned through their “dirty list” and a deep commitment to sustainability, Credo has built trust among Gen X and Millennial consumers seeking transparency in skincare, makeup, and wellness. Their goal? To “change beauty for the better”, both online and in-store.

The Challenge:

With over 5,000 SKUs and a lean ecommerce team, scaling a seamless experience across desktop, mobile, app, and in-store channels was no small feat. Manual merchandising processes were inefficient, search performance lacked transparency, and personalization wasn’t tailored enough to different customer types, especially first-time vs. returning visitors.

With a lean ecommerce team and ambitious goals for personalization, automation, and customer lifetime value, Credo needed a unified platform that could simplify complexity without sacrificing control.

They chose Nosto for its robust data and testing capabilities across merchandising, search, product recommendations, and content personalization, which help deliver better results across desktop, their app, and even in-store.

The Solution:

Search is often the first step in the customer journey. Credo wanted the ability to shape it strategically. They migrated from a provider that lacked actionable data and control. With Nosto, they now manage:

Global and brand-specific rules that pin bestsellers, promote private labels, and demote discontinued items
Out-of-stock suppression, improving UX, and conversion
Robust filtering to help shoppers navigate their wide product offering

Credo uses automated merchandising based on real-time data like click-through rates and availability. With dynamic logic and continuous A/B testing, the team delivers curated category experiences for both first-time and repeat shoppers, without manual overhead.

“One of my favorite things about Nosto is how quickly I can act on ideas. I don’t need to wait on dev. I can just jump in, make changes, launch tests, and improve the experience immediately.”

With first-time buyers tending to purchase makeup, Credo wanted to encourage cross-category purchasing and added “Pairs well with” and “Best-sellers” on PDPs for cross-selling. They also have:

“Especially for You” on PLPs for lightly personalized discovery
Replenishment logic on account pages for loyal shoppers
Targeted recommendations in emails to bring people back

Credo also delivers dynamic content blocks that adapt to audience type, location, and behavior, without relying on development support. They’ve used this for:

Brand-led messaging to educate first-time visitors
Geo-targeted banners promoting in-store services
Early access messaging for loyalty program tiers

“Driving in-store visits has become a major priority. With Nosto, we can target local customers without relying on our paid ad budget.”

A huge success for Credo has been the launch of their mobile app, using Tapcart to power it and Nosto to personalize the experiences. From curated category-based recommendations to cleaner, guided browsing, the app now accounts for a growing share of first-time and in-store customer conversions, and over $1.2 million in revenue to date.

“Search is no longer a black box for us. Nosto lets us quickly tune what shows up and why based on real performance.”

Rebecca Armstrong, Director of Ecommerce

The Results:

By using Nosto across search, merchandising, product recommendations, content personalization, and integration with Tapcart, Credo Beauty has streamlined their workflows and achieved tangible growth across their website, app, and in-store revenue.

App generating $1.2 million in revenue
Nosto Search has helped drive an 8.65% CVR and $4.2M in sales YTD
Nosto Product Recommendations has directly driven $1M in sales YTD
547K clicks across personalized carousels

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