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!

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 …

Beautycounter is now called Counter, and it’s back as a new company (here’s what happened)

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 then, in June 2025, Gregg Renfrew and team debuted a new, elevated and leaner operation called Counter — an entirely new company. (Updated to add: And it’s doing great and so is my skin!)

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’ve been using and ordering a bunch of products that I used to use and love and have greatly missed. And there are some brand new Counter-exclusive products that I’m loving, like this Cushion Cream.

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 was 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.

Here’s what I got in my first order (and I’ve placed several orders by now):

• All Bright C Serum – definitely the best on the market, I love the way it improves discolorations on my skin and gives me a glow
• Lotus Glow Cleansing Balm – there’s nothing like else this, and I really missed it, and it will most certainly be going with me on my Europe trip, because it’s all purpose
• Dew Skin Tinted Moisturizer – works on my skin better than any other tinted moisturizer and is my go-to daily coverage (this one ships next week)
• Tint Skin Foundation – gives great coverage, and doesn’t cake into my pores like some other brands (this one ships next week)
• Clear Pore Cleanser – is gentle, but really cleans my skin (my pores have been a wreck since I stopped using Beautycounter months ago)
• Countertime Antioxidant Soft Cream – a daily moisturizer, which is soft, light and effective
• Counterglow Tri-Luronic Hydrating Serum – I wanted to give this new formulation a try

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. 

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!

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