Dermatologist Review of Credentials

Credentials Skin Care is manufactured in Ft. Worth, Texas by CBI Laboratories, Inc . CBI was founded in 1982 and has developed a reputation for dependable and trustworthy manufacture of technology-driven, botanically-focused, professional private label skin care and spa products. Today, CBI utilizes it specialized knowledge of incorporating herbal and botanical extracts, advanced antioxidants, peptides and other unique novel ingredients into modern competitive skin care products. In 2005 the company was acquired by Pamela Busiek and William Basinski with help from an equity partner. This acquisition has served to bring new energy, enthusiasm and capital to an already thriving company.

I stumbled across Credentials Skin Care back in the very early days of DermStore while looking for high end botanical products to enhance our product offering at DermStore. At that time botanical products were difficult to find outside the multi-level marketing arena. In the beginning, the Credentials name was really not a focus for CBI. Their focus was and, to a large extent, remains product development and private label manufacture. DermStore wasn’t looking for its own label so we adopted the (at that time) very new brand moniker from CBI, Credentials. We weren’t sure how well a brand with essentially zero marketing would do but I determined from sampling the CBI line that the products were very good and, in many instances, quite unique. Over the years interest in the botanical/herbal/high tech type of product offering as well as the Credentials brand has grown and today Credentials products are very popular at DermStore.

Credentials Products are aligned in two main ways - system solutions and skin care essentials. System solutions include products designed for specific skin care niches – hydrating, oil-free, sensitive, replenishing, renewing, and clinical. For each of these niches Credentials has a complete product offering. Credentials also has a long list of skin care essentials organized to allow customized regimens. This list includes the usual skin care line components such as cleansers, toners, sun protection, moisturizers and special treatments.

The Credentials product line has grown over the years. Today, over seventy distinct Credentials products are available on DermStore. Credentials Orange Blossom and Vita-Pure Cleansing Milks are very popular. The Dermaloge Cleansing Liquid is also popular and balances cleansing and moisturizing quite well. Credentials has several toners; the Lotus Flower Ginseng and Plant Essence Toners are particularly popular as is the Clarifying Astringent. Credentials Vitamin C Serum and Cream are popular anti-oxidant moisturizers and have received great reviews. Credentials also has a complete glycolic acid based offering which works well for certain individuals but can be challenging for sensitive skin. In addition to facial skin care, Credentials has an extensive offering of spa quality bath and body products. Sugar Smoothie Body Crème is a very popular and, for many users, irreplaceable product.

Credentials has a large research and manufacturing facility and this appears to have facilitated product development. The latest additions to the product line include a specially formulated serum for rosacea-prone and sensitive skin, Rosacalm Skin Serum. Rosacalm won the ‘CITY’ manufacturers’ award as innovative product of the year for 2008.

Credentials branding and packaging efforts have come a long way since the early days. Years ago our DermStore staff actually affixed the Credentials labels to the packages after they arrived at our facility. The packages were also somewhat less refined than those currently available. Today, branding and packaging are increasingly consistent and well thought out. While there may be occasional room for packaging improvement for some products the packaging is generally competitive. Many of the products are packaged in jars and this appears to be a conscious decision. Credentials also has a somewhat limited sunscreen offering but this is an area where newer products will probably be introduced as time goes by.

In summary, Credentials is manufactured by CBI, a rather large Ft. Worth based manufacturer of skin care and spa/body products. The focus of CBI is private label skin care – manufacturing, packaging and labeling products for specific unrelated retailers to their specifications. Credentials is simply a branded offering from this contract manufacturer. Credentials products are of high quality and have become very popular at DermStore despite the fact that CBI appears to have spent next to nothing marketing the brand. CBI is a well established, stable and well funded company that, in my experience, has consistently improved its offering over the past ten years. Given the great success we’ve seen with Credentials in the face of limited advertising I suspect that the Credentials brand is here to stay with much greater success to come.