Counter Beauty (Beautycounter)

About Counter Beauty

A new prestige beauty brand founded by Gregg Renfrew, the visionary founder and former CEO of Beautycounter. Building on her legacy as a pioneer of clean beauty, Counter Beauty introduces an innovative business model while delivering high-performance formulations rooted in uncompromising safety standards.

At Counter Beauty, we believe in doing beauty better—again. No shortcuts, no hype. Just real, honest work toward a higher standard of clean.

We’re here to prove what’s possible: safe, effective products that prioritize your health, protect the planet, and support future generations. Creating truly clean beauty isn’t easy—but we embrace the challenge with purpose, transparency, and progress one step at a time.

Our mission is rooted in facts, not fluff. We question the status quo, share what we’ve learned, and build community through truth and trust.