Counter vs. Beautycounter: What Changed and What Stayed the Same
If you loved Beautycounter, Counter is going to feel very familiar.
But it isn’t the same company.
Beautycounter closed in 2024. Counter launched in 2025 as a completely new company.
A lot of what longtime Beautycounter customers loved is still here:
- Gregg Renfrew is still leading the brand
- Many familiar products and formulas returned
- The focus on safer, high-performing beauty hasn’t changed
- The mission is still a big part of the brand
I was part of the select group of Beautycounter Brand Partners invited to join Counter at launch. I’ve had a front-row view of the new company from the beginning.
So when I talk about Counter vs. Beautycounter, I’m looking at it from firsthand experience.
What stayed the same? What changed? And does Counter still feel like the brand we knew?
📌 Pin for Later
This post may contain affiliate links. As a Counter Brand Partner and Amazon Associate, I may earn a commission if you purchase through my links, at no extra cost to you. See my full disclosure for more information.
Is Counter the Same as Beautycounter?
Not really.
Gregg Renfrew acquired key Beautycounter assets after the company closed. She then used those assets to start building Counter.
That’s why Counter feels familiar in many ways. But it’s not simply Beautycounter with a new name.
Many products and formulas returned. Other things changed, including the product lineup, rewards, and the way customers shop.
I’ve already covered Beautycounter’s closure and Counter’s relaunch in detail.
What Stayed the Same From Beautycounter to Counter?
Several important parts of Beautycounter carried over to Counter:
- Gregg Renfrew’s leadership
- The mission to get safer products into the hands of everyone
- A commitment to empowering women and protecting human health
- The Never List and continued ingredient screening
- Full ingredient transparency on the website
- A focus on product performance
- Advocacy for safer beauty at the legislative level
- Personal product guidance through a Counter Partner (that’s me!)
- Many familiar formulas and favorite products
What Changed From Beautycounter to Counter?
Some parts of Counter feel familiar, but there are also some meaningful changes.
What the Counter Name Means
One of the most obvious changes is the name.
The name Counter is a nod of respect to Beautycounter’s past.
But it also means something more. It’s about taking action and going “counter to the beauty industry.”
Counter Products vs. Beautycounter Products
The product lineup is another major difference.
Counter has fewer products than Beautycounter did.
Gregg shared something interesting on a Counter Partner call. A large percentage of Beautycounter’s revenue came from a small group of products.
That was part of the reason Counter intentionally launched with a smaller lineup. Gregg described the approach as fewer products, done better.
Many familiar formulas came back.
Some products also have new names. And everything has new packaging, so they may not look familiar at first.
Many longtime favorites returned with the same formulas. A few examples include:
- All Bright Vitamin C Serum
- Lotus Glow Cleansing Balm
- Dew Skin Tinted Moisturizer
- Skin Twin Featherweight Foundation
- Sheer Genius Conditioning Lipstick
- The Countertime line, although the serum was upgraded
Not everything came back exactly the same.
Countermatch is now Counterglow. It still focuses on hydration, but the products were updated and renamed. Read more about the Counterglow launch here.
Some Beautycounter products are still coming back. Others may not return. Counter has also introduced new ways to bundle products for skincare and makeup.
I’m excited to see which Beautycounter favorites come back next and what else Counter has in store for us.
Ok! I’m not going to list every single change here. This is already getting long!
Ready to shop Counter?
You can shop Counter with me here. If you’re not sure what to choose, I’m happy to help you figure out which products would be best for you.
How Shopping and Rewards Changed
The way customers shop and save has changed too.
One difference is what we’re called. At Beautycounter, we were Consultants and later Brand Partners. At Counter, we’re called Partners.
Another difference is that at Beautycounter, I could place orders for my clients.
Although I can’t do that with Counter, I can build a cart with the products and send it to you. Then you review everything and complete the order when you’re ready.
Want to see what a Counter cart can look like? I put together a sample cart with a few favorites. View a sample skincare cart here.
With a cart, you can check out as-is, remove anything you don’t want, or use it as a starting point. If you’d like me to build one around your skin, makeup, or budget, contact me here.
As far as rewards, Beautycounter had Band of Beauty. Counter has Total Rewards, which was originally called Loyalty Rewards.
Total Rewards is much more than a basic spend-and-save program. There are several ways to earn and use rewards.
Counter also offers:
- Discounts on skincare and makeup bundles
- 10% off subscriptions
- Free shipping on orders of $50 or more
- An easy return process
I’ll cover the full rewards, savings, and ordering details this Counter Total Rewards guide.
Who Is Counter For?
Counter is more focused on women in their mid-20s and up.
A separate brand for younger women and teens is coming too. I’ll be involved with that as well, and I’m really excited about it! I’ll share more when I know more.
Is Counter Better Than Beautycounter?
There are several things I think Counter does better than Beautycounter.
Free shipping at $50 is a HUGE one for me. I also really like Total Rewards and being able to build carts for my clients.
I’m also really happy with the changes they made to Counterglow. I prefer it to the original Countermatch line.
There are still Beautycounter products I miss. The charcoal mask, Clean Deo, and shampoo and conditioner are a few that come to mind.
If you’re ready to try Counter, you can shop Counter with me here. And if you’re not sure where to start, contact me here. I can help you choose products or build a cart for you.
