Beautycounter Returns as Counter: A Bold New Era Begins

If you’ve been wondering what’s happening with Beautycounter, I’ve got news. Big Beautycounter news.

After a long stretch of silence, uncertainty, and so many unanswered questions, we finally have a clear picture.

And a new beginning.  Beautycounter is coming back! Yes!

Beautycounter returns as Counter–this summer!! Read on for all the details.

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Why Beautycounter Shut Down—and What’s Next for Clean Beauty

Gregg Renfrew, the powerhouse who started it all, held a virtual town hall recently to tell us what really happened, what’s next, and why this movement isn’t over.

In fact, it’s just getting started again.  And I wanted to share the heart of that message with you.

If you haven’t read my original blog post about what happened when Beautycounter shut down, I walk through the whole timeline—from the sudden foreclosure to the relaunch. 

You can read it here: 👉 What’s Going on With Beautycounter?

During the brand’s pause, a few limited-time sales kept the momentum going. I covered the In-Between Sale and the Black Friday In-Between Sale, if you’re curious about what was offered.

This post is more about what’s ahead—and why I’m hopeful.

A Year of Silence, a Moment of Truth

Gregg began by acknowledging the rollercoaster we’ve all been on.  The silence, sadness, pain, and frustration.

She felt all of those feelings along with us. 

She explained that when she returned as CEO under the Carlyle Group in February 2024, she didn’t fully understand how broken the business was.  That, in essence, it was already too late.  

Beautycounter wasn’t just struggling. It was facing foreclosure, with debts it couldn’t pay.

She also shared that she didn’t choose to stay quiet.  She was legally prevented from sharing what was happening. 

Then came the twist we knew a bit about—but not the full story.

We already knew that Gregg bought the business back–but she shared just how close it was to losing it all.  

Just four days before everything would be liquidated, the bank reached out to see if she wanted to buy the business herself. 

She shared that it wasn’t a simple or easy decision. But with support from a small group of trusted investors—and encouragement from her family—she ultimately said yes.  

And while we’d heard before that she purchased the assets of the company (not the full business as it stood), she added more context to what that really meant. 

It wasn’t just a restart. What she and her team quickly realized was that the business itself couldn’t be salvaged in its current form. 

So instead of trying hopelessly to patch it together, they shut it all down.  And then Gregg took some time to reflect and “reimagine everything.”

And that was the beginning of something new.

This isn’t going to be a ‘rinse and repeat’ of what was. 

It’s the reimagining of what this mission needs to be going forward.

Beautycounter Relaunches as Counter

The company is coming back under a new name: Counter.

Why the change? The original name, Beautycounter, was all about going counter to the beauty industry.  

While we all loved “Beautycounter,” it seems the word “beauty” doesn’t fully capture what the full scope of the movement is about anymore. Maybe it never did.

As Gregg shared, the mission is bigger than beauty. It’s about challenging broken systems across industries—and creating something better.

Here’s how she described it:

Clean is not removing a couple of chemicals and calling it a day. Clean is hard work.

Gregg Renfrew

That hit me hard. Because we’ve seen what happens when companies water down “clean” into just another meaningless buzzword or marketing term.

Counter isn’t here to play that game. It’s here to redefine clean.

The goal? It’s not just to return as the OG of Clean Beauty.  It’s to lead the next generation of clean—not just in beauty, but in advocacy, business, and leadership.

For a deep dive into what “clean beauty” really entails (and why those buzzwords often fall flat), see this post: What Does Clean Beauty Mean?.

What’s staying the same:

• The mission: safer products, advocating for systemic change, and protecting human health
• The commitment: to transparency, high standards, and performance
• Empowering women emotionally and economically, uplifting lives through opportunity

What’s New with Counter by Beautycounter?

So, what’s evolving?

• The name: Counter more strongly reflects what this movement has always done—challenge the status quo
• The product line: Expect top-performing favorites (like those serums and moisturizers we all love!) plus a few fresh additions and renovations.
  Think: “Fewer products, done well. Beauty done better.” (Another quote from Gregg.)
  P.S. If you’re debating your skincare routine, check out my review of the Countertime line for mature skin.
• The vision: To lead by example, redefining clean in an industry full of greenwashing and cleanwashing

Clean Beauty Is Back: Why I’m Excited for Counter

Having been personally harmed by toxins in so-called “clean” products, I’ve always aligned deeply with Beautycounter’s mission. 

It’s why I became an advocate—not just for sales, but for safety, education, and real change. Hearing Gregg reaffirm that clean is hard work, not just clever marketing, really hit home.

She reminded us why this matters:

I feel an enormous sense of responsibility, because if one less person gets ill, if one more baby is born without IVF…then we’ve done great work.

That vision of healthier lives and families drives everything I do. It’s why I share so much about ingredients in our products.

And hearing her say that women are still at the heart of this mission? That it’s still about people, not just products? That matters.

To see a brand willing to start over—not just in name, but in a deeper purpose—that’s rare. And powerful.

So What’s Next?

Editor’s note: The section below was written before Counter officially opened and reflects what was known at the time of the relaunch announcement. Counter launched on June 25, 2025. You can find the original launch details in Counter Beauty Launch 2025: What You Need to Know.

Counter officially launches on June 25, 2025. 🙌🏼  I know we’re all craving more product details!

I’m just as excited as you are—and I’m expecting to have news to share soon.

Sign up below to be the first to get exclusive product peeks, launch updates, and clean beauty insights. If you’ve ever loved Beautycounter (or if you’re just curious about what this next-generation clean beauty brand will offer) stay close. 

This isn’t about going back. It’s about building forward. 

With more clarity, more courage, and the same conviction that clean can change lives.

Here’s my shopping link once again: SHOP COUNTER WITH TINA PILOTTE