Clean Beauty Products by Counter: Prioritizing Ingredient Safety
Counter stands out in the clean beauty sector by banning more than 2,800 harmful or questionable substances across its skincare, makeup, and body care lines. This approach exceeds FDA requirements with third-party testing for heavy metals and contaminants. Leaping Bunny certified as cruelty-free, the brand lists all ingredients without undisclosed fragrances. From its base in Santa Monica, California, Counter operates a direct-to-consumer model, shipping currently to the US and Canada. Relaunched in June 2025 by founder Gregg Renfrew after acquiring assets from Beautycounter's 2024 bankruptcy, it offers over 50 products blending naturals and safe synthetics like bakuchiol, peptides, and stable vitamin C forms.
What is Counter?
Counter emerged from the ashes of Beautycounter, a brand Gregg Renfrew founded in 2013 that popularized clean beauty but filed for bankruptcy in May 2024. Renfrew formed G2G Ventures to buy back key assets through foreclosure, relaunching as Counter in June 2025. Headquartered at 1745 Berkeley St. Studio 2 in Santa Monica, California, the company ditched multi-level marketing for direct sales online. Its product range now tops 50 items, with upgrades to formulas and new additions in skincare, makeup, and body care.
The brand's foundation is "The Never List™," prohibiting ingredients like parabens, phthalates, formaldehyde-releasers, oxybenzone, PFAS, PEGs, triclosan, and talc. Every formula gets third-party verification for purity. Actives include bis-glyceryl ascorbate (vitamin C), tetrahexyldecyl ascorbate, bakuchiol as a retinol alternative, niacinamide, multi-molecular hyaluronic acid, AHAs, BHAs, and peptides. Lines feature Counterglow for hydration (Silky Skin Cleanser, Tri-luronic Hydrating Serum, Hyaluronic Cushion Cream), Countertime for anti-aging (Retinatural+ Super Serum, Antioxidant Soft Cream, Ultra Renewal Eye Cream), standouts like All Bright Vitamin C Serum and Overnight Resurfacing Peel, clean makeup such as Skin Twin Foundation (27 shades) and Lid Glow Cream Shadow, plus body items (Sugarbuff Body Polish, Superquench Body Butter). Packaging incorporates post-consumer recycled plastics.
Counter targets efficacy through EWG-verified status and clinical backing, alongside a Loyalist rewards program ($15 credit per $200 spent) and brand partner affiliates. It continues advocacy for cosmetic safety reforms.
Who Uses Counter?
Consumers seeking non-toxic alternatives to conventional beauty products turn to Counter. This includes parents avoiding endocrine disruptors for families, sensitive-skin users dodging irritants, and eco-conscious buyers prioritizing cruelty-free and recyclable packaging. All skin types benefit from inclusive shades and formulas. No notable enterprise clients; it's direct-to-consumer for individuals. Brand partners earn commissions, replacing MLM. Discerning shoppers value proof-based claims, like clinical hydration results, over marketing.
European Advantage
Counter's strict ingredient bans align with EU cosmetic regulations prohibiting many Never List items, such as certain parabens and formaldehyde releasers. Cruelty-free status matches EU bans on animal testing. While US-headquartered with data processed there, its privacy policy details state laws (e.g., CCPA) and international transfers, offering transparency. No EU servers noted; users should review for data sovereignty needs. Products meet high purity standards suitable for European preferences, though shipping limits to US/Canada currently—no direct EU fulfillment.
How Counter Compares
Counter differentiates from Kosas, Ilia Beauty, and RMS Beauty via its expansive Never List (2,800+ bans vs. competitors' shorter lists) and third-party heavy metal testing. Unlike Ilia's mineral focus, Counter mixes naturals/synthetics for efficacy (e.g., stable vitamin C). Kosas emphasizes wet-look textures; Counter prioritizes anti-aging like bakuchiol. RMS leans natural minimalism; Counter offers 50+ DTC products with rewards. All cruelty-free, but Counter's Beautycounter legacy and advocacy add credibility.
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