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Our Story

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.
FOUNDER AND CEO

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 and are 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) does not have the authority to remove harmful ingredients from the products we put on our bodies and on our kids' bodies 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.
Over the past two decades, the European Union has banned close to 1,400 chemicals in the product formulas of personal care products and restricted the levels of over 250 more in such 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. law: We've prohibited the use of more than 1,500 questionable or harmful chemicals through "The Never List™" — all while ensuring our products perform and that they're as indulgent as any other 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.
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How Our Formulas Differ

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Ban Intentionally

The Never List™ is made up of approximately 1,500 harmful or questionable ingredients we prohibit from our product formulations, including the nearly 1,400 ingredients banned in the European Union.
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Screen Rigorously

Using the best available sources, we screen every potential ingredient for information on specific hazards like cancer, developmental toxicity, hormone disruption, and infertility.
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Learn Constantly

There are major data gaps on most cosmetics ingredients, so we review emerging data regularly and even commission our own studies.
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Source Responsibly

We choose the best organic, natural, sustainable, and synthetic ingredients that meet our standards. Over 80% of the ingredients in our products are natural or plant-derived.
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Share Transparently

Every formula ingredient, including known components of fragrances, flavors, and intentionally added preservatives, are listed on our product labels or on Beautycounter.com.
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How Our Formulas Differ

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Ban Intentionally

The Never List™ is made up of approximately 1,500 harmful or questionable ingredients we prohibit from our product formulations, including the nearly 1,400 ingredients banned in the European Union.
+

Screen Rigorously

Using the best available sources, we screen every potential ingredient for information on specific hazards like cancer, developmental toxicity, hormone disruption, and infertility.
+

Learn Constantly

There are major data gaps on most cosmetics ingredients, so we review emerging data regularly and even commission our own studies.
+

Source Responsibly

We choose the best organic, natural, sustainable, and synthetic ingredients that meet our standards. Over 80% of the ingredients in our products are natural or plant-derived.
+

Share Transparently

Every formula ingredient, including known components of fragrances, flavors, and intentionally added preservatives, are listed on our product labels or on Beautycounter.com.

What People Are Saying About Us

"The American consumer is busy enough that they are looking for brands they can outsource their trust to," says Gregg Renfrew.
Wall Street Journal
Forward-thinking entrepreneur Gregg Renfrew is passionate about the growing movement to protect us from harmful chemicals that may be found in everyday beauty products.
Globe & Mail
Beautycounter is as much about what's out of its products and distribution as what is in them.
WWD
With Santa Monica-based Beautycounter, Gregg Renfrew aims to build a skincare empire that puts safety front and center.
Los Angeles Times
When Minnie Mortimer dropped by the Vogue offices the other day, we couldn't help but notice her supernaturally healthy glow. Her secret: Beautycounter, the new line of skin care she recently discovered in Los Angeles.
Vogue
We decided this story was best told person to person," Renfrew says. "Beautycounter consultants go out into the world armed with information...
Town & Country
Selling Less Is More: Banning potential toxins from its cosmetics has made Beautycounter a hit with the health conscious.
Inc.
The Originals: Meet the beauty industry's most innovative thinkers. Call her the queen of clean: With her direct-to-consumer brand, Renfrew has shown safe beauty can be chicly pragmatic rather than dogmatic.
Beauty Inc
Beautycounter, a registered B Corp, counts spreading the word as its mission just as much as making a profit.
Fast Company
The company won't put anything in its products that hasn't been tested, and it bans 1,500-plus contested chemicals.
InStyle
Beautycounter's collection with Target marks the mass retailer's first limited edition partnership with a beauty brand.
WWD: Target
"The American consumer is busy enough that they are looking for brands they can outsource their trust to," says Gregg Renfrew.
Wall Street Journal
Forward-thinking entrepreneur Gregg Renfrew is passionate about the growing movement to protect us from harmful chemicals that may be found in everyday beauty products.
Globe & Mail

Take Action

Here's how you can help play a part and support our trusted non-profit partners.
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HEALTHY CHILD HEALTHY WORLD

Healthy Child Healthy World 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.
www.healthychild.org
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THE BREAST CANCER PREVENTION PARTNERS

The Breast Cancer Prevention Partners (BCPP) formally known as the Breast Cancer Fund, strives to prevent breast cancer by eliminating our exposure to toxic chemicals and radiation linked to the disease.

WHY WE LOVE THEM

The Breast Cancer Prevention Partners 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.
www.bcpp.org
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ENVIRONMENTAL WORKING GROUP

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

WHY WE LOVE THEM

The Skin Deep Cosmetics Database allows you to search the safety ratings of more than 73,000 products.
www.ewg.org

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