Counter
Premium“Clean skincare and makeup, relaunched by the founder of Beautycounter.”
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.
Known For
Flagship Products
- Dew Skin Tinted Moisturizer
- Sheer Genius Conditioning Lipstick
- All Bright Vitamin C Serum
- Countertime Retinatural+ Advanced Super Serum
- Counterglow Adaptive Moisture Lotion
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
For Brands & Creators
UnverifiedPublic collaboration and press contact channels for Counter. Researched from official brand sources — always confirm before sending.
- Website
- www.counter.com
- HQ address
- Santa Monica, CA 90401 USA
- Sold at
- Brand.com
- Social
Brand relaunched June 25, 2025 as 'Counter' (formerly Beautycounter). No public PR/collab emails confirmed for the new entity yet; contact routed through counter.com. Counter (relaunch of Beautycounter) launched 25 June 2025 after Renfrew bought the brand back from Carlyle out of bankruptcy. She is the public face/CEO — confirmed on her LinkedIn (in/greggrenfrew, listed as Counter), Bloomberg Dec 2025 interview, and BoF. Small team post-relaunch so no dedicated comms head surfaced publicly; founder is the strongest single contact. Counter is Gregg Renfrew's re-acquired Beautycounter assets. Beautycounter relaunched/Counter; primarily DTC via consultants