Beautycounter is a clean beauty company founded in 2013 and headquartered in Santa Monica, California. The company was established by Gregg Renfrew with the mission of getting safer beauty products into the hands of everyone. Beautycounter has positioned itself at the forefront of the clean beauty movement, advocating for stricter safety standards in the personal care industry and offering products that are formulated without more than 2,800 questionable or harmful ingredients.
Beautycounter combines its product mission with active advocacy, lobbying for stronger cosmetics regulation at the federal and state levels. The company's "Never List" of prohibited ingredients has become a benchmark in the clean beauty space, and its transparency about ingredient sourcing and safety testing has earned it a loyal and passionate customer base. Beautycounter has demonstrated that consumers do not have to choose between product performance and ingredient safety.
Beautycounter offers a comprehensive range of clean beauty products, including skincare, color cosmetics, body care, and children's personal care items. The skincare line features cleansers, moisturizers, serums, masks, and sun protection products formulated with high-performing, safety-screened ingredients. The color cosmetics collection includes foundations, lip products, eye shadows, mascara, and other makeup essentials designed to deliver beautiful results without compromising on ingredient safety.
The company's products undergo rigorous testing, including third-party testing for heavy metals and other contaminants, to ensure they meet Beautycounter's strict safety standards. Popular product lines include Countertime, an anti-aging collection featuring a plant-derived retinol alternative, and Countersun, a mineral-based sun protection line. Beautycounter's products are designed to be effective, luxurious, and safe for everyday use.
Beautycounter offers a social selling opportunity through its network of independent consultants who share the company's clean beauty products and mission. The compensation plan rewards consultants for product sales, customer building, and team development. Consultants are equipped with extensive education about clean beauty, ingredient safety, and advocacy, enabling them to serve as trusted beauty advisors and advocates for safer products.
The company supports its consultants with digital selling tools, marketing resources, and ongoing training. Beautycounter's mission-driven approach attracts individuals who want their work to contribute to positive change in the beauty industry, combining entrepreneurship with purpose-driven advocacy for safer consumer products.
Beautycounter operates primarily in the United States and Canada, where it has built a significant presence in the clean beauty market. The company sells through its consultant network, its website, and select retail partnerships. Beautycounter's advocacy efforts have helped raise awareness about cosmetics safety at a national level, contributing to the broader clean beauty movement that is reshaping the global personal care industry.
