Try COUNTER, the new Beautycounter. Clean beauty with a mission.
Our mission at Healing Alternatives has always been to help as many people be as healthy and vibrant as possible. So, when a company came along that offers daily personal body care products without toxic chemicals, we took notice. Healing Alternatives has been in business since 1995. We have never put our name behind a line of personal care products before. But, then, we found Beautycounter. Recently, the brand has been re-launched into COUNTER, and we’re thrilled!
Beautycounter turns into COUNTER. What happened?
Beautycounter: Overview and Mission
Founded in 2013 by Gregg Renfrew, Beautycounter emerged with a bold mission: to get safer products into the hands of everyone. The company positioned itself at the forefront of the clean beauty movement, emphasizing the health impacts of cosmetic ingredients and pushing for transparency and safety in personal care products.
Their guiding principles included:
Creating products free from harmful ingredients—they developed a “Never List” of over 1,800 ingredients they committed never to use.
Advocating for stricter regulations in the beauty and personal care industry—especially in the U.S., where laws regulating cosmetic safety hadn’t been significantly updated since 1938.
Empowering consumers through education, and consultants through a direct-sales business model.
Gregg Renfrew’s Launch and Impact
When Gregg Renfrew launched Beautycounter:
She saw a gap in the market for high-performing products that were also safe for human health.
She combined activism and commerce, training a large network of brand advocates (consultants) to not only sell the products but also advocate for policy change in Washington D.C.
Renfrew testified before Congress and was instrumental in influencing the Modernization of Cosmetics Regulation Act of 2022 (MoCRA), the most substantial update to U.S. cosmetic law in over 80 years.
What Happened to Beautycounter?
In 2021, Beautycounter was acquired by private equity firm The Carlyle Group, which invested with the goal of expanding its reach.
However, by 2023-2024, the company faced significant challenges, including:
Leadership changes: Gregg Renfrew stepped down as CEO but remained as a key voice in the brand.
Layoffs and operational downsizing: These affected the consultant network and raised concerns within the community.
Pausing operations: In early 2024, Beautycounter temporarily paused consultant sales and underwent restructuring. This created confusion and frustration among loyal brand advocates.
Re-Launch and Gregg Renfrew’s Return
In June 2024, Gregg Renfrew reclaimed leadership and relaunched Beautycounter with the following goals:
Reaffirming the original mission of clean, high-performing beauty.
Restoring trust among the consultant community and loyal customer base.
Streamlining product offerings while maintaining high safety standards.
Continuing advocacy efforts to drive legislative change and safer regulations in the personal care industry.
The relaunch is a “return to roots”—with renewed energy around the company’s foundational purpose: empowering women, protecting health, and advocating for a cleaner, safer beauty industry.
Enjoy safer beauty! From our team to you.