Just over a year ago, the beauty industry was shaken by news that iconic beauty brand Beautycounter had fallen into bankruptcy. Now, founder Gregg Renfrew has a new vision: Meet Counter, a mission-driven brand committed to safer, cleaner beauty. Here's everything we know about the new collection.
Beautycounter Rebrands as 'Counter'
“My mission has always been to put the health and safety of others first,” says Renfrew. “For me, it is more than just selling skin care and lipstick. It's about building an engaged community to help move and advance the industry as a whole. I look forward to working within our industry to create a definitive standard of clean that is easily understood by the consumer.”
According to Counter, phase one of its launch will include skin care and makeup "designed around performance, transparency and ingredient safety." Expect to see some of the cult-classics from the Beautycounter brand, like the All Bright Vitamin C Serum ($89), Countertime Tetrapeptide Supreme Cream ($98) and Sheer Genius Conditioning Lipstick ($36) in eight shades, as well as updated formulas and new product innovations. The fan-favorite Dew Skin Tinted Moisturizer ($49; available in eight shades) Clear Pore Cleanser ($36) and Countertime Ultra Renewal Eye Cream ($76) are also returning.
Sheer Genius Conditioning Lipstick Petal and Rose
New skin-care additions to the collection that we're excited about include Counterglow Silky Skin Cleanser ($38), Countertime Retinatural+ Advanced Super Serum ($89) and Counterglow Hyaluronic Moisture Mist ($48). Renfrew plans to scale down the brand's total offerings (50 products) compared to Beautycounter's significantly larger assortment of 245 products. We also love the new branding and packaging. The logo and color choices feel very modern and relevant for what consumers are shopping for right now. Plus, the pricing seems to be right on par with Beautycounter pricing before its departure.
