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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 harmful ingredients and make their own judgments about safety.

And so I started Beautycounter, a company devoted to progress. Here 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, cancer, and infertility) are on the rise, 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.

What’s worse is that the Food and Drug Administration (the agency that regulates cosmetics in the United States) allows companies to use chemicals known to be extremely harmful in the products we put on our bodies and on our kids’ bodies every single day, day after day, and to make their own judgments about safety.

It’s time for a change.

Over the past two decades, the European Union has banned more than 1,300 chemicals in the product formulas of personal care products and restricted the levels of over 250 more in such products. In Canada, Health Canada maintains a current list of close to 500 chemicals that are prohibited for use in cosmetic products and a current list of close to 80 chemicals that are restricted for use in cosmetic products. The United States has only partially banned 30 to date.

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

At Beautycounter, we’re committed to a health and safety standard that goes well beyond what’s required by U.S. and Canadian law: We’ve banned the use of more than 1,500 questionable or harmful chemicals through our Never List—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 three 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.

Our convenient e-commerce site allows you to shop with us directly and serves as a comprehensive educational resource.

Strategic retail partnerships, whether pop-up shops or in-store limited-time offers, help us deliver on our mission to get safer products into the hands of everyone.

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
  • Environmental Defence
    Environmental Defence is Canada's premiere environmental health advocacy organization. They inspire change in government, business and people to ensure a greener, healthier and prosperous life for all.

    Why we love them:
    Their easy actions and information makes it easy for families to find safer products and pass stronger laws on the personal care industry.

Interested in partnering as a non–profit with Beautycounter?
We're always on the lookout for like–minded organizations. Email us at