Our Founder

Like many of you, I'm a wife and mom—and like many of you, I didn't know what I didn't know. As I applied sunscreen, lotion, and any number of beauty products on myself and my kids, I never thought for a second they might not be safe: After all, I thought, we live in a country that regulates everything. So imagine my surprise when I learned that when it comes to the personal care industry, that's simply not the case. Companies are allowed to use known toxins—ingredients that have been linked to cancer, reproductive issues, hormone disruption—without telling us.

As I learned more—1 in 2 men and 1 in 3 women in the US will be diagnosed with cancer—I had to do something. So I started Beautycounter, a company devoted to progress. You'll find a wealth of empowering information about ways we can all make the world healthier, along with safer products you can trust. Because we all deserve better. Our vision is bold—real answers are never timid. Help us put truth back in beauty.

Our Mission

To get safer products into the hands of everyone.

Decades of studies indicate that serious health issues (including, but not limited to asthma, learning disabilities, cancer and infertility) are on the rise, and due in some part to our ongoing exposure to toxic chemicals—whether it's in the shower, on our commute, while we eat lunch at a local restaurant, or when we clean our kitchens at home.

There are more than 80,000 chemicals on the market today. Many don't have any safety data. This is particularly true of those used in the skin care and beauty industry.

Only about 10% of the 10,000 chemicals commonly found in personal care products have safety data.

What's worse is the Food and Drug Administration (the agency that regulates cosmetics) allows companies to use chemicals known to be extremely harmful (lead, formaldehyde, and phthalates) in the products we put on our bodies and on our kids every single day, day after day.

It's time for a change.

The United States has not passed a major federal law to regulate the safety of ingredients used in personal care products since 1938.

The European Union has spent the past two decades banning or restricting more than 1,300 ingredients, the US has only banned 11 to date.

We deserve better, and we're doing
something about it.

At Beautycounter, we've banned more than 1,500 ingredients setting a new health and safety standard—

all while ensuring our products perform, and that they're as indulgent as any luxe shampoo, lipstick or oil in the market.

It's not easy work, but it's well worth it.

This is about progress—not perfection. Because every little bit counts.

Learn more about the impact the environment is having on your health.

How Our Formulas Differ


How You Shop

Our goal is to get safer products into the hands of everyone.

To that end, you can shop Beautycounter in two ways.

Our Consultants personalize your experience: shop one-on-one or at a social—the choice is yours. Sample products while your Consultant educates and helps you make informed decisions.

The convenience of our e-commerce site allows you to shop with us directly while also serving as a comprehensive educational resource.

Whether you shop Beautycounter through one of our Consultants, or with us directly, thank you for being part of this mission.

Play A Part

Here's how you can help play a part and support our trusted non–profit partners
  • Play a Part - EWG
    Environmental Working Group (EWG)

    EWG uses the power of research and information to protect public health and the environment.

    Why we love them:
    Their Skin Deep Cosmetics Database allows us to search over 73,000 products against a safety rating.


  • Breast Cancer Fund

    BCF works to prevent breast cancer by eliminating our exposure to toxic chemicals and radiation linked to the disease.

    Why we love them:
    The Breast Cancer Fund is a founding member and national coordinator of the Campaign for Safe Cosmetics, a broad-based coalition working to eliminate dangerous chemicals from cosmetics and personal care products.


  • Healthy Child Healthy World

    Healthy Child empowers parents and caregivers to protect children from harmful chemicals.

    Why we love them:
    Their easy actions and tips help families create safer environments for children to flourish.