Counter
Premium“Clean skincare and makeup, relaunched by the founder of Beautycounter.”
By Viktoria @vioda.makeup · Published · Updated
Counter is a premium makeup brand from the United States, founded in 2025 by Gregg Renfrew. It's best known for its 2025 relaunch of Beautycounter after bankruptcy, Dew Skin Tinted Moisturizer and Sheer Genius Conditioning Lipstick.
Counter is the 2025 relaunch of Beautycounter — the pioneering clean-beauty brand bought back by founder Gregg Renfrew after its 2024 bankruptcy and reintroduced on June 25, 2025 with a tighter, focused lineup of roughly 20 hero products that grew to about 50 SKUs by fall. The new brand keeps the original clean-ingredient standards and EU-banned-ingredient blocklist but moves entirely away from the multi-level brand-partner sales model that defined the original.
Counter sells direct-to-consumer through counter.com and select retail partners and is positioned for women 35 and up who want clean color cosmetics alongside skincare basics. The relaunch lineup leads with skincare bestsellers like the All Bright Vitamin C Serum, Countertime Retinatural+ Advanced Super Serum, and Counterglow Adaptive Moisture Lotion, paired with cult-favorite Dew Skin Tinted Moisturizer and Sheer Genius Conditioning Lipstick — the makeup heroes that built Beautycounter's reputation in clean color.
Popular Products
What Counter is bought for. The ones we've found dupes for link through to the comparison.
- Dew Skin Tinted Moisturizer
- Sheer Genius Conditioning Lipstick
- All Bright Vitamin C Serum
- Countertime Retinatural+ Advanced Super Serum
- Counterglow Adaptive Moisture Lotion
Known For
Brand Philosophy
Clean beauty without the multi-level sales model — a focused range of skincare and makeup formulated against a strict ingredient blocklist, sold direct to consumer and through select retail.
FAQ
Counter Official Channels
Where to buy, and how to reach Counter customer service directly.
- Website
- www.counter.com
- Headquarters
- Santa Monica, CA, United States
- Sold at
- Brand.com