Beautycounter is now called Counter, and it’s back as a new company. Here’s what happened …
Well, let’s make a long story short, shall we? Beautycounter is back with a new name, as a brand new company, and it took a while to get here.
Beautycounter used to be the most well-respected clean beauty brand around. And it was one of the first companies really doing things right with nontoxic, responsibly sourced beauty and skincare products. I was a part of the Beautycounter company as an independent consultant for six years. And I loved representing the Beautycounter brand, because I really believed in it, and I truly enjoyed how the products worked on my skin.
It’s been a bit of a bumpy ride since those fun days of being a consultant, where I would host events both in person and virtually, chatting about clean beauty with a team of friends …
While I may not have my exact timeline right, here’s the background: It was probably four years ago that female-founded Beautycounter was sold to a private equity group. After the sale took place, the female founder – Gregg Renfrew – was asked to step aside and the board hired a new male CEO – Marc Rey – to take over. With the private equity group at the helm, it seemed like things started going awry. There were some changes to loyalty programs and shipping processes, as well product line-up, and it felt like the company was beginning to struggle financially.
Eventually, they fired the male CEO – Marc Rey – and named an interim CEO from within. Then, they invited back the original founder – Gregg Renfrew – to help right the ship as the head of the company. However, she was brought back too late, and the private equity group was ready to liquidate Beautycounter entirely. This meant the business was officially done.
Initially, Gregg Renfrew announced she was going to buy what was left of the company back and relaunch it right away as Beautycounter. It turns out it wasn’t quite that easy, and instead, Gregg had to announce that, in fact, she would need more time. She said a few months, which turned into just under a year.
Beautycounter closed its doors officially in April of 2024, if I recall correctly. There were a couple opportunities to buy old/existing Beautycounter stock during “in-between sales,” but other than that, the company was no longer. The website had a static message, and the social channels were abandoned. It was weird. It was sad. And it was a huge loss to the many women who depended on these products, as well as the women who depended on the income they earned from being an independent consultant.
As the months went on, I was starting to doubt Beautycounter would ever return. But here, just this week in June 2025, Gregg Renfrew and team debuted a new, elevated and leaner operation called Counter — an entirely new company.
Counter launched with a smaller line-up of clean high-performing products, sold directly to consumers via the Counter website. There are no longer consultants, but instead, there are people who use and love Counter who are able to share their personal affiliate links. (As a side note, a lot of former Beautycounter consultants went to other MLM companies and began building their groups again in that way. That didn’t feel good to me, so I decided not to do it.)
However, I did sign up to be an affiliate for Counter, and I ordered a bunch of products that I used to use and love and have greatly missed. My shipment just arrived, and I’m so glad it did. It was perfect timing, because I was running out of my other stuff and needed to restock.
I have to be honest: I tried a million products during my Beautycounter hiatus, and while I liked some and thought some were really good, quite frankly, my skin has not been as good as it was when I was using an all-Beautycounter line-up, and I know that for sure. I think maybe it was the combination of the Beautycounter All Bright C Serum and Countertime anti-aging line that kept my skin in tact for many years.
Now, let’s talk about what we know so far about Counter.
Here are a few things to know about Counter
- Counter’s product line-up is made up of some of the most popular Beautycounter products, as well as some new formulations.
- If one of your favorite Beautycounter products isn’t yet available on Counter, there’s a chance it may be added in the future. There will be a phased launch of some additional older products.
- The Countermatch regimen has been relaunched and reformulated as Counterglow. There are new products in this regimen, each part has been upgraded.
- The Countertime regimen is mostly the same, except the serum has been upgraded to a Super Serum with a new formulation.
- Only a few must-have make-up items are currently available and more will be coming.
I placed my order, and here’s what I got:
Basically, I was able to get my hands on the stuff I was using for many years, and I’m hoping my skin gets back into a good rhythm with it once I put it into play starting this weekend.
As I said, I’m no longer a consultant for Counter, so I can’t really assist or help in ordering like I could for Beautycounter. And I don’t even get a discount on the products any longer either (which is a total bummer). But I’m always happy to share what I’m using and loving and paying full price for. And I hope if you order, you shop through my link.
What does the future hold for Counter?
I really don’t know! I think the fact that Beautycounter went away before is a good reminder that nothing is permanent, and you shouldn’t put all your eggs in one basket, right?
As of now, I’m just happy to have a good place to buy clean skincare and beauty that works well for my skin and my life. Much like the other places I shop, I probably won’t get too invested into the brand as I had before. Instead, just buy what I need and move on with my day. 🙂
Thanks for reading this long story short on why Beautycounter is now called Counter! And if you want to get your hands on some Counter, shop here. Have an amazing day!
*There are affiliate links in this post. If you shop through my links, I do receive a very small commission. Thanks for the support!
Questions of the day
How’s your skin?
What’s one skincare product you can’t live without?
