Just over a year ago, the beauty industry was shaken by the news that iconic cosmetics brand Beautycounter had fallen into bankruptcy. Now, just over a year since Beautycounter founder Gregg Renfrew bought the company out of bankruptcy, there are officially new things on the horizon for the legacy brand. Coming June 25, Beautycounter returns to the beauty scene, this time as just Counter. Ahead, everything we know about the rebrand.
Beautycounter Rebrands as ‘Counter’ Ahead of Re-Launch
For upwards of a decade before its closure, Beautycounter was an industry leader in all thing clean, accessible beauty and self-care products, and its unfortunate bankruptcy left a hole in the clean beauty space. But by the end of June, that beauty-sized hole will be filled, as it’s not been officially announced that Beautycounter will be rejoining the beauty market, this time as just Counter.
If you open the former Beautycounter website now, you’re met with a vague yet pointed message hinting at the upcoming rebrand. “Never say never, because you just don’t know,” the message begins. “Trust what people do, not what they say. Believe everyone is capable of doing something great, because they are. That’s our story, together. Work over talk, proof over promises, we’ll tell show what we are capable of: doing beauty better. Again.”
While the message is hopefully mysterious, Counter’s rebrand has been confirmed by brand leaders, as Renfrew appeared at a panel in Minneapolis this week to talk about clean beauty, and declared that Counter plans on “earning its stripes” in the now expanded world of clean beauty. Scaling down from 245 products to just 50 and focusing (for now) solely on skin care and makeup for women over 35, Renfrew says the brand is “going to do it with respect and with a high level of humility, especially this summer when we launch. We’re not going to make some massive statements to the world.” The soft launch of Counter is slated for June 25, with more exciting innovations making their way onto the scene later this year.
