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Beautycounter Builds From the Ground Up

For clean beauty pioneer Gregg Renfrew, Beautycounter isn’t just a brand, it’s a movement. Based in Santa Monica, Calif., she built Beautycounter on the pillars of health and wellness, community and political activism, which has extended to lobbying the U.S. Congress for more regulation of the cosmetics industry, and advocating on the state level for California’s safer fragrance bill and Hawaii’s ban on coral-harming sunscreen. The most-searched beauty brand on Google in 2018, the direct-to-consumer Beautycounter is sold through stores in New York and Denver, and through 45,000 independent consultants, which sources say did $325 million in peer-to-peer sales in 2018. The company is on track for 35 percent year-over-year growth for 2019. It specializes in California natural, minimalist-looking products such as Dew Skin Tinted Moisturizer ($45), CounterSun Mineral Sunscreen ($39), Sheer Lipstick ($32) and Cleansing Balm ($69), all created without 1,500 harmful ingredients on the company’s “Never List.” This summer, Beautycounter made a push into performance products, executing its biggest product launch to date with antiaging skin-care line Countertime, which has garnered more than 3,000 product reviews averaging a 4.9 out of 5 rating on the web site, where the brand shares stories about everything from packaging impact to supply chains. WWD talked

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