What's in your Bay, Credo Beauty CEO Annie Jackson?
Credo Beauty co-founder/CEO Annie Jackson.

What's in your Bay, Credo Beauty CEO Annie Jackson?


If you’re like us, Annie Jackson is the reason you actually think about what ingredients are in your lipstick, mascara, and moisturizer.

About 10 years ago, she co-founded Credo Beauty in San Francisco. It’s now the largest clean beauty retailer in the United States. The company’s Dirty List, which includes 2,700 harmful chemicals verboten in any products it carries, has become the holy grail for clean beauty lovers. Translation: Getting a coveted spot on Credo’s real life (and virtual) shelves isn’t easy…but it sure is rewarding for brands that break through.

A Marin County native, who held previous roles at Estee Lauder, Sephora, and Benefit Cosmetics, Jackson is a recognized industry leader, visionary and clean beauty pioneer. She and her team are committed to sustainability, transparency, and working toward safer beauty standards. Equally important to the down-to-earth CEO: Mentoring emerging brands and founders (especially women) and advocating for inclusivity and innovation throughout the beauty universe.

Jackson spends a lot of time in SF and traveling for work, but Santa Cruz is her happy place and home. Here, she shares a few baes in her Bay. Among them: Verve Coffee for her caffeine fix, Stinson Beach for the sunny vibes and nostalgic feels, and Big Sur’s Ventana Inn when the agenda calls for unwinding.

Mentone in Aptos always delivers on simple, delicious, carb-forward food—and Jackson is a huge fan. (Courtesy of Kevin Painchaud / Lookout Santa Cruz)

What’s your favorite thing about your neighborhood?

I live in a delightful little surf town called Pleasure Point in Santa Cruz—it borders the quaint village of Capitola. I love that everything (even the beach!) is in walking distance and it always feels like a mini vacation walking along East Cliff Drive. Plus, along the shopping street of 41st Ave, there are surf shops, great coffee, food, art and even artisanal ice cream—it’s pretty dreamy.

Got a go-to coffee shop?

Verve Coffee (1540 Pacific Ave.) started in Santa Cruz, and they have a beautiful jewel box of a space on 41st Ave to grab a latte and just hang out, or take with you to walk on the beach.

What's your go-to spot for food/drinks?

My favorite spot for both is a bit out of the way in the town next door to us in Aptos called Mentone (174 Aptos Village Way). It’s hard to get a reservation but so worth it! It’s a three-time Michelin Bib Gourmand winner and run by the acclaimed chef David Kinch…and that makes me sound like such a food snob. I promise you I am not! This spot is so delicious in its simplicity. They always have great music playing, huge pizza ovens, and lots of sauce and cheese and plenty of carbs to accompany it—it’s my kind of place! The building is very cool and laid back. It’s located in the original location of an apple barn from the turn of the century and renovated recently. The whole vibe is like if Nice and Capri had a baby, a laid-back, cool baby that loves cheese and bread.

Jackson says you will thank her for the rec if you dine at the Jack O'Neill Lounge in Santa Cruz. (Courtesy of Jack O'Neill Lounge)

Where do you like to take out-of-towners?

The Jack O’Neill Lounge at the Dream Inn (175 West Cliff Dr., Santa Cruz). It’s an iconic spot with great apps and drinks that’s perched over the beach with sweeping views of the ocean and Santa Cruz Wharf. Maybe because I travel a lot for work, I never equate hotel restaurants with great food—but the food here is so good (shoutout to the huevos rancheros!). If you dine here, you will thank me.

You're escaping for the weekend—where do you check in?

Alila Ventana Big Sur (48123 CA-1). The pool is the best and the rooms are so cozy. I am not one that can easily relax, and I truly feel I can unwind there.

When she needs a little retail therapy, Jackson heads to Dig Gardens in Santa Cruz. (Courtesy of DIg Gardens)

What is your favorite local shop?

Dig Gardens (420 Water St.) in Santa Cruz. You know the kind of store you go to if you are feeling like you need a pick-me-up? This is it for me. It smells amazing and has gorgeous candles and beautiful fragrance oils, handcrafted kitchen items, and non-cheesy, beachy home décor. The gardens in the back are beautiful. It’s smack in the middle of Santa Cruz, but you would never know!

What Northern Cali day trip never gets old?

I’m originally from Marin and Stinson Beach still holds a special place in my heart. My husband and I got married there, and we spent many weekends there over the years, whether we were in high school, teaching our kids to surf, or just there for the day. It’s a very meaningful place to our family and feels so good whenever we are back there.

What Bay Area outdoor activity can't you live without?

Walking our dog down the miles-long beach (Seacliff State Beach, State Park Dr.) in Aptos. I never have to worry about the tide…its always walkable and everyone there is so friendly. I go early in the morning with my daughter, and we can walk forever. Usually we see dolphins, and sometimes whales. It’s my form of therapy.

Credo's first brick-and-mortar on SF's Fillmore Street holds a special place in Jackson's heart. (Courtesy of Credo)

What's your preferred date night spot?

My backyard! I travel a lot and coming home is the best feeling. If it’s warm enough, we eat outside, play music and just relax around the fire pit.

What's your go-to beauty spot?

Credo on Fillmore (2136 Fillmore St., Lower Pac Heights), of course! It’s our first location and it means so much to me. The neighborhood is so special and that team, to me, is like family. Ten years in and people now know who we are, and it’s so wonderful to hear the great experiences they have had there.

Related Articles
Now Playing at SF Symphony
View this profile on Instagram

7x7 (@7x7bayarea) • Instagram photos and videos

From Our Partners