Counter Beauty Launch 2025: What You Need to Know

The Counter Beauty Launch 2025 is finally here, with a bold new name, a streamlined product lineup, and a whole lotta glow.

If clean beauty and safe skincare matters to you, you’re going to want to see this.

If you’ve been wondering what happened to Beautycounter or what to expect next, I’ve got you covered.

Beautycounter, the brand that helped define clean beauty has relaunched as Counter, and the first wave of safer, high-performing products is officially available.

Let me walk you through some of what’s new, what I ordered, and how to shop in a way that connects us so I can support you with tips, samples, and recommendations.

Beautycounter products with text overlay: Beautycounter is back as Counter.

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.

In This Article

Why the Counter Beauty Launch 2025 Matters

Curious about the whole transition? I broke it down in Beautycounter Returns as Counter and What’s Going on With Beautycounter.

This relaunch is intentionally small, and honestly, (after I got over my initial surprise) I think I love it.

Gregg Renfrew, the driving force behind it all, shared that 91% of past sales came from just 50 SKUs. So instead of throwing everything back at us all at once, Counter is focusing on fewer products, done better.

Every product in this Phase 1 launch was chosen with care: based on performance, on mission, and on what real customers kept coming back for.

The decisions behind this new line were thoughtful and strategic. And they were rooted in what we actually loved and used.

And let’s be real… I was so relieved to see some of the biggest fan faves come back exactly as they were. That kind of consistency builds trust.

But I’m equally excited about the improvements made to other formulas. From what the product team shared on our calls, these weren’t change for the sake of change tweaks.

These were smart, targeted upgrades.

The heart behind Beautycounter hasn’t gone anywhere. If anything, it feels even more aligned now. Cleaner ingredients, high-performance results, and that same unwavering commitment to transparency and safer beauty.

If you loved Beautycounter, I think you’re going to feel right at home here. And if you’re new here….welcome!

If you’re trying to cut back on toxic ingredients in your routine, this new era of Counter doubles down on the clean beauty promise—with safer formulas that deliver results.

Because what you put on your skin matters. Many conventional products contain ingredients linked to hormone disruption, allergies, and long-term health concerns. I learned this the hard way.

You deserve better—and that’s why I care so much about sharing safer skincare that actually works.

What’s New (and What’s Back)

As part of the Counter Beauty Launch 2025, some of your favorite products are back! And others have been thoughtfully upgraded.

Here’s a peek at some of what launched!

Counterglow

A complete glow-up of the former Countermatch line—same hydration focus, upgraded (and some new) formulas, and new names:

Counterglow Silky Skin Cleanser – hyaluronic acid that clings to skin after rinsing
Counterglow Hyaluronic Moisture Mist – a micro-fine spray that even sets makeup
Counterglow Tri-luronic Hydrating Serum – bouncy hydration using three types of hyaluronic acid

This line is ideal for dry or glow-hungry skin, though honestly anyone can use it.

Countertime

Age-intelligent skincare for dry or mature skin. This is one of my favorite lines for mature skin, and the ingredients speak for themselves. Read my full review of Countertime skincare routine here.

Same nourishing formulas you loved
With a glow-up to the serum: → Retinatural+ Advanced Super Serum
- Now with 3 plant-based retinol alternatives
- and naturally-derived food-grade B-12 (that’s why it’s that cool pink color!)

Returning Fan Faves

Makeup Capsule

Just a few skin-first essentials made the cut in this first phase:

What I Ordered (and Why)

I placed my order during the Brand Partner prelaunch—and here’s what made it into my cart:

Counterglow Hyaluronic Moisture Mist – a microfine spritz you can use over makeup? Yes, please.
Counterglow Silky Skin Cleanser – for that plump, healthy glow
All Bright Vitamin C Serum – I’ve really missed this one
Clear Pore Cleanser+ Countertime Ultra Renewal Eye Cream – old faves I had to restock

Nope, I don’t have them in hand yet—but I didn’t want to wait. If something’s calling your name, you might not want to either.

The Retinatural+ Advanced Super Serum ~~wasn’t available during prelaunch, but it’s next on my list.~~ I’ve since ordered this new serum, and I’m in love. 🥰 Love the pink color and light scent, and it WORKS!