Wondering what the hype is about Beautycounter, the beauty brand that just launched in Sephora? This post is explains the brand and how it’s different.
Beautycounter is one of my absolute favorite brands, for so many reasons. I talk about it a lot on my blog and on my Instagram stories, but I know there are many of you who still don’t know exactly what it is. So, I’m breaking it down for you in this post.
I was first introduced to Beautycounter by a long-time blog friend, Ally, after I posted on Facebook that I was looking for a new tinted moisturizer. I had used lots of brands – Laura Mercier, Bare Minerals, Dr. Jart — but none that I felt were great. Ally replied and suggested the Beautycounter Dew Skin tinted moisturizer. I’d never heard of Beautycounter but the website looked legit and Dew Skin indeed had fantastic reviews.
So, I got some Dew Skin. She was right – I LOVED it. So then I got their Cream Blush. Then concealer. Then body wash and body lotion. Cleansing Balm next. Then a face serum. Then a moisturizer. Fast forward four years, and I’m obsessed with Beautycounter skincare products and makeup. The beauty products I use now are almost all Beautycounter. I love the way they look and feel and I like knowing they’re safer products.
Products aside, I also really like the company for their mission, advocacy work and support of female entrepreneurs.
Okay, so let’s dive in.
What is Beautycounter?
In short, Beautycounter is a clean beauty company. I’m going to go into a lot of detail in this post, but that’s the short and sweet of it!
They sell high-end skincare, makeup, hair care, body care and men’s products and kids’ products. Beautycounter’s products are always free of 1,500 questionable ingredients that are very commonly used by other companies. And they’re leading change in the entire beauty industry through advocacy work.
Beautycounter is also a Certified B Corporation, an exclusive group of businesses dedicated to using their profits for positive change. (For reference, getting B-Corp certified is very hard so it’s quite impressive when a brand earns that label. Other B-Corp brands you may know are Patagonia, Allbirds and Athleta.) They also support many nonprofits and partners with leading scientists to find safer ingredients (many that are plant based) to create better products.
The Beautycounter Mission
The Beautycounter mission is simple: to get safer products into the hands of everyone.
“One by one, we are leading a movement to a future where all beauty is clean beauty. We are powered by people, and our collective mission is to get safer products into the hands of everyone. Formulate, advocate, & educate—that’s our motto for creating products that truly perform while holding ourselves to unparalleled standards of safety. Why? It’s really this simple: beauty should be good for you.”
Beautycounter was founded by Gregg Renfrew in 2013. She kept seeing so many of her friends and family go through so many health issues — infertility, cancer, hormone issues — and wondered what was happening. She never thought that the products she was using on herself and kids might be part of the problem since the U.S. is so highly regulated.
But personal care companies in the U.S. are allowed to — and do — use harmful ingredients. The same ingredients commonly used in the United States are banned or restricted in other countries due to safety concerns,
So, Gregg launched Beautycounter in 2013.
She wanted to lead the entire industry to safer products by upping safety standards. Beautycounter bans over 1,500 questionable ingredients (they call it their Never List™). You can read more about the Never List in this post.
I’ve attended a few meetings with Gregg and she shared that part of her goal was to make products that are extremely high performing. Because if the products are safer but they don’t work as well as other high-end brands, that’s not going to really lead change.
She also wanted the brand to help educate people on what we’re putting on our bodies since we don’t know what we don’t know. Education is part of why she set up the company with the consultant business model – more on that below. Beautycounter also advocates on Capitol Hill (I’ve participated in this advocacy work) for stricter guidelines and more regulations, and has a full-time employee dedicated to those efforts. Companies are knowingly using harmful chemicals in their products, prioritizing profit over consumers’ health, and Beautycounter wants to change the industry so that’s not the norm.
Since I first tried Dew Skin four years ago, Beautycounter has expanded their product selection a lot. They’ve been known since their launch for their kids’ products, sunscreen and face oils, but now they have multiple skincare lines, even more makeup, hair and body products and a men’s line.
The skincare lines include:
The most high-end of all their skincare lines, designed for dry and/or aging skin (this is what I use)
For combination, sensitive or normal skin (it adapts to your skins needs, hence Counter”match”)
For oily and acne-prone skin
A very basic line for those with young skin or for those with extra sensitive skin (I compare this to Cerave or Cetaphil, but a much safer option)
Designed specifically for men’s needs and includes aftershave and shaving products
Add-on products, to use in addition to your skincare routine. It includes oils, masks, mists, balms and charcoal products.
How is their skincare different and safer than other brands? So many reasons. Their cleansers never use carbomers, EDTA or PEGs commonly found in cleansers. Instead, they use plant-derived surfactants and natural thickeners. Also, their eye creams never use formaldehyde, a potentially carcinogenic preservative commonly used in eye creams which has also been linked to detrimental effects on the immune system. Their moisturizers don’t use mineral oil, which may inhibit your body’s ability to absorb Vitamin D.
Their acne line doesn’t use harsh surfactants, silicones, or irritants such as benzoyl peroxide commonly found in acne products. And their anti-aging line doesn’t use retinol or retinyl palmitate (forms of vitamin A) commonly used in anti-aging products. Why? When vitamin A is exposed to UV light, it can produce free radicals that damage DNA and may be linked to cancer. Instead, their anti-aging line uses a plant-derived, vegan anti-aging ingredient call Bakuchiol that research shows is actually just as effective (if not more so) than retinol but without any of the potential negative side effects.
And none of their skincare products contain SLS or SLES, synthentic fragrances, silicones, polysorbates, parabens, colorants, toxic dyes or synthetic polymers.
Think about the products your doctor tells you to stop using during pregnancy (e.g. retinol). Beautycounter’s products are designed with safety in mind, especially for those who might be extra vulnerable – like pregnant women and babies. They screen and assess each of their ingredients for 23 distinct, safety endpoints, including reproductive toxicity.
- foundation (more full coverage than Dew Skin but still natural looking) – review here
- cream blush and powder blush
- cream highlighters and powder highlighters
- matte bronzer and radiant bronzers
- eye makeup — eyeshadows, brow products, eyeliners, mascara
- lip products — lipsticks, lip sheers, lip glosses and lip conditioners
And yes, I own nearly every item now, four years later. The only thing I’m not obsessed with is their mascara since I like a very bold mascara look and theirs doesn’t cut it for me. Their head of product development has shared that making a safe mascara is extremely difficult, like making a cake without flour, eggs or sugar.
Watch my makeup tutorial here. I prefer a simple makeup routine to highlight natural beauty and my routine takes five minutes. Gotta love that. And if you’ve used “natural” makeup before that didn’t cut it in terms of staying power or pigment, trust me when I say Beautycounter makeup is long-lasting and highly pigmented – check out my eyeshadow on this post. I even wore Beautycounter on my wedding day.
Why is their makeup safer?
Foundations and eye products often contain emollients and emulsifiers known as polyethylene glycols (PEGs) that may be contaminated with known carcinogens. PEGs may also disrupt hormones and trigger allergies. Beautycounter instead uses a safer combination of plant-derived skin conditioners and emulsifiers.
Most color cosmetics (e.g. eyeshadow and blush) contain lead. Beautycounter does third-party testing of every batch of color cosmetics for heavy metals and have industry-leading safety levels. They are also very very selective when it comes to pigments. Of the 63 cosmetic colorants allowed in the US, they use only 18 in their cosmetics.
Their lip products use vitamin E, peppermint oil, and jojoba instead of instead of synthetic fragrances or flavors and never uses butylated hydroxytoluene (BHT), a preservative commonly used in lip products that may have harmful health effects.
While they do have hair care products, the selection is limited since they focus more on skincare and makeup.
- Daily Shampoo & Conditioner – my husband and I both use and love these
- Sea Salt Spray – I haven’t tried it but people love it
These are some of my very favorite Beautycounter products. I previously used things like Dove, Jergens or Aveeno and once I learned what ingredients were in those, I very quickly swapped them out for safer option.
- Body Washes, Bars and Scrubs
- Lotions, Butters, Balms and Oils – my husband likes the Countermatch body lotion and I love the Body Butter (especially while pregnant!)
- Hand Wash & Hand Creams – I keep these by every sink in our home and an additional lotion at my desk
- Sunscreen – both lotion and spray formulas. Many people use their tinted sunscreen as a self tanner, even on days they don’t need SPF. I especially love their face SPF lotion for daily wear under makeup.
- Shaving Cream – this designed for guy’s faces but I use it on my legs and underarms!
Since body products cover a lot of my body vs. a small area like my eyelashes, I wanted to get those replaced quickly. Conventional body products use potentially toxic ingredients, like mineral oil, synthetic fragrances and PEGs. Beautycounter’s body care products use naturally derived ingredients (like coconut and oils) instead. They also use zinc-oxide rather than chemical sunscreens, which can harm the environment and your health.
- Kid’s Shampoo & Conditioner – I even have a few friends who use these on themselves for volume. I guess it makes sense since kids’ products are designed for fine hair!
- Body Wash for babies and kids
- Baby Balm – this is also great for adults struggling with eczema patches or any extremely dry spots. I like it as a foot balm.
- Diaper Rash Cream
- Baby Soothing Oil
- Diaper Bag
- They also sell gifts sets of the baby products.
The baby and kid products are designed for the most sensitive skin and never use potential irritants commonly used in other brands.
Beautycounter also sells limited edition holiday sets. The holiday sets are great for two reasons. First, the packaging is beautiful so you could just put a ribbon on it to give. Second, the holiday sets include products and shades that aren’t in their usual product line-up so it’s fun to try something new. After the holiday season, I always have people reaching out asking me to help them track something down since they’re sad it’s gone! The holiday products are super popular and well loved.
Beautycounter is priced comparably to other high-end skincare and makeup lines. It’s not a drugstore brand, so don’t expect to pay $5 for a cleanser! If you’re used to using “natural” products from Target or using things like coconut oil for your skincare, the prices may feel high. But keep in mind these are high-performing products with active ingredients to actually make a difference in your skin’s appearance now and over time. And, they’re significantly more enjoyable to use than slathering oil all over your face and body! (I tried that for a time – I couldn’t stand feeling that greasy.)
However, if you’re used to paying a higher price point for nice beauty products (e.g. department brands or high-end brands at Ulta or Sephora), you’ll find the prices are similar. However, those department store brands do not have the same stringent requirements on their ingredients so when you consider the safety factor, Beautycounter is a much better deal, all around.
The Counterstart line is the cheapest option and the Countertime line is the most expensive.
Counterstart is a very basic line and Countertime is the most “active” line to help prevent signs of aging. Cleansers range from $20-$49 and moisturizers range from $26-$79. Most makeup is $24-$50. And hair and body care products from $25-$50.
One thing to note about Beautycounter products is that a little goes a LONG way. You should use significantly less product than other brands so you’ll find products last a LOT longer. Some products last 10 weeks and some products last 6+ months. It obviously depends on the product but I always tell people to start by using a very small amount and then only use more if necessary. For example, with my night cream, I use about a black bean size amount of product.
Consultants get a 25% discount on all their orders and often get 40% off new products before they launch. Since I love and use so many products anyway, becoming a consultant was a great way to save money. And considering I talk about skincare and makeup a lot anyway (I love it!), it’s nice to make money when people order through me.
This post explains more ways to save money on Beautycounter.
If you’re a first time Beautycounter customer, submit your email here and I’ll email you a promo code for 20% off. (Good through July 31, 2020.)
Read this post for more tips to save money on Beautycounter.
Where to Shop for Beautycounter Products
Beautycounter products are typically sold direct to consumer. That means they don’t put their products in department stores or in Ulta, Sephora, etc. They’ll occasionally do partnership with other companies (e.g. Target, Goop, Birchbox) but that’s not the norm.
Beautycounter Sephora Pop-Up & Stores
There is a Beautycounter Sephora pop-up that launched in early July 2020 and goes through the end of October. But, Sephora is only carrying 11 products. You can see them all here. And while Beautycounter does have a few retail locations (in Denver, Soho New York City, and Nantucket), it’s obviously much easier to track down a Sephora store. So, if you want to try some products in person, that’s a good way to do it.
Fun fact: Sephora has never done a pop-up like this before and they chose Beautycounter because they liked their mission, high-quality products and commitment to clean beauty. They view Beautycounter as the leader in clean skincare and makeup.
The main way Beautycounter is sold is through consultants. The founder felt the mission of the company (i.e. safer products) was best communicated by individuals and she saw the way most purchase decisions are now made (from a recommendation of a friend!) and structured the company accordingly. And she’s not wrong: Think about it, when you are thinking about a purchase, whether it’s new shoes, a restaurant or a doctor, don’t you like to have a recommendation from a friend or someone you trust? Yep. Same goes with skincare and makeup – it’s easier to make the decision when someone you know vouches for it and can guide you through picking the right products.
When you shop with me as your consultant (I’m listed under TeriLyn Hutcheon), I help you choose the right products based on your skin’s needs and then Beautycounter pays me commission on the sale. And then I provide a very high level of service to my customers so they always have a personal contact (vs. calling a customer support line) to help them with any questions or recommendations. Plus, it’s a great way to support a small business by shopping with a consultant.
How to Become a Beautycounter Consultant
It’s super simple to sign up as a consultant. You just sign up on their website, choose what starter set you want and you’ll have your own website within a few minutes. You’ll be able to start sharing your link right away so people can shop with you.
Consultants earn 25-35% commission on every sale and the average order I see is $100-$125 so it really adds up quickly. People will reorder when they run out and as you continue to get new customers, the paycheck can be quite substantial. (I left my 15-year Corporate career because I was making more from Beautycounter after a few years.)
Be sure to read my blog post with some FAQs about being a Beautycounter Consultant here. And if you’re toying with the idea or need help choosing what starter set is best for your situation, feel free to email me at [email protected] I’m happy to answer any questions. Use this link to sign up with me as your mentor and I’ll reach out as soon as I see your information come through. I love helping new consultants launch their business!
My corporate career started as a financial analyst at Goldman Sachs and then managing marketing and social media strategy for Wells Fargo so I have extensive business experience to help you. I figure if I can promote checking accounts and credit cards, selling beauty products is a breeze! 😉
The Best Beautycounter Product Reviews
Here are Beautycounter reviews I’ve already written. If you want a review of any other products, leave a comment and let me know!
- Cleansing Balm Review
- Skin Twin Foundation Review
- Dew Skin Tinted Moisturizer Review
- Best Beautycounter lipstick, lip glosses and sheers
- Countertime Skincare Collection
- Overnight Resurfacing Peel
- All Bright C+ Serum
- Makeup Remover Wipes
- Charcoal Bar
- Body Scrub and Body Butter
- Liquid Liner
- Lip Conditioner, Body Wash, Body Lotion
- Counterman products
- How to apply their eyeshadow
- How to apply the Flawless in Five makeup set
- Beautycounter Holiday Gift Sets
You can also see a full list of my skincare and makeup routine here.
Okay that was a lot of info but I hope it was helpful! Be sure to join my Beautycounter newsletter where I share more about Beautycounter’s products, tips to use them, my personal favorites, and any promos that are happening! Leave a comment if you have any questions! And don’t forget to sign up here to save 20% if you’ve never purchased Beautycounter!