Starting today, February 14, fans who love Iris&Romeo can shop at a new locale: Credo. The fast-growing beauty brand founded in 2019 by Michele Gough-Baril debuts on Credo’s website as well as inside 11 Credo stores cities including New York City, Los Angeles, Chicago, San Francisco and Boston.

As its first national retail partner, Credo marks the DTC startup’s shift into physical stores for the first time.

Iris & Romeo products sold by Credo include its multi-tasking Weekend Skin SPF 50 + Vitamin C + Glow, and best-selling SKUs such as Best Skin Days, Ceramide Multi-Balm, Brow Up Thickening Brow Balm, Power Peptide Lip Balm and The Reset Luminous Hyaluronic Serum Spray.

Happi caught up with Gough-Baril just ahead of today's Credo debut to get more details about its new online and brick and mortar expansion.

HAPPI: Tell us how excited you are about this first retail alliance?

Gough-Baril: When I launched Iris&Romeo in 2019, it was my dream to have Credo as our first retail partner. They are the pioneers in setting the most demanding standards of safety and sustainability in the beauty industry that has mostly gone unregulated in the US.  I’m excited that new and existing customers can now try our amazing sensorial products in store. Credo has always had a very clear vision on how to bring together the most innovative and ethical beauty brands and I’m so thrilled that Iris&Romeo is now a part of this.

Happi: Why is Credo a perfect fit for your brand? And why is this such a big move for Iris&Romeo?

Gough-Baril: We share the same ethos. We are both committed to bringing products into the world more consciously and thoughtfully. All of Iris&Romeo’s products are multi-product-in-one, tinted skincare heroes that help you consume less and get ready faster. They pair together skincare efficacy with natural pigments for a dewy no-makeup-makeup look and that’s something the Credo customer is very interested in. We already formulate our products to the Credo Clean Standard, and they’re the leading clean beauty retailer, so it’s a natural fit.

It's our first national retail partnership, up until this point we’ve been DTC only. There is such a demand for multi-functional products with skincare efficacy, it is already one of the fastest growing categories at Credo Beauty. So with this retail launch, our product will be all the more accessible as we continue to bring innovative skincare hybrids to the forefront.

HAPPI:  Can you share some insight about what's ahead in 2023? Any new products in the pipeline that we can speak about?

Gough-Baril: With growth being a major focus for us in 2023, we will be investing in the company’s product innovation pipeline, continuing to bring first-to-market innovation into the beauty and wellness space.


HAPPI:  With this expansion into Credo, do you expect to also expand your staff or need to ramp up any additional production to meet demand?

Gough-Baril: We’re anticipating great success at Credo and are laying the groundwork with staff expansion in key areas. We’ve hired an exceptional field team across the country to lead production education and in-store support. 

Additionally, we have invested in inventory to meet the expected demand. We have efficiently scaled inventory, especially with our Hero products, to ensure we remain in a solid stock position and sustain our expected growth this year. We have a best-in-class network of production partners that will remain a key element of success as we continue to scale.

Our innovative products in the pipeline and shared marketing efforts with Credo will continue to fuel our growth.