What We Mean By Clean
We’re leading the way in clean beauty.
Since our first product launched in 2013, we’ve been creating the gold standard for safety in the personal care industry. The Never List™ is our north star, consisting of 1,800 questionable ingredients that are prohibited from our formulations. Other beauty brands stop at their version of a banned list; but what sets Beautycounter apart is the way we exceed expectations. Our Five-Step Ingredient Selection Process is unparalleled: each and every ingredient is screened and assessed against 23 safety endpoints.