Counter’s September 2025 Launch: The Return of Clean Makeup
When Beautycounter paused operations, it left many of us wondering where to turn.
High-performing clean makeup is hard enough to find, and suddenly the staples we relied on were gone.
That’s why the Counter September 2025 launch feels so exciting. It’s bringing back a few favorites we’ve been waiting for.
And there’s also a brand-new product coming that’s designed to support plumper, healthier-looking skin. So exciting!
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Counter’s Returning Favorites
Catch my full Counter Beauty Launch 2025 overview and my top tips for shopping smart — check it out here!
Here’s what’s officially returning to Counter this fall:
Think Big All-In-One Mascara
That moment when you pull the wand out and realize the tube is basically empty? 😅
I had it recently, and let me tell you—I tried a few other “clean” mascaras while waiting for my favorite to return.
Nothing measured up. They either smudged, clumped, or left my eyes irritated.
That’s why I’m so excited Think Big All-In-One Mascara is back.
It gives me volume and definition that lasts, without compromising on ingredients.
Check out the picture below for the transformation I had the first time I used it. I was in love from the first swipe. (Yes, I know. So corny. Sorry, not sorry.)
Brilliant Brow Gel
Brows frame your whole face, and this gel makes them look polished without looking overdone.
I love that it gives just enough hold and tint to define my brows in seconds.
On busy mornings, I pair it with mascara and lip balm, and I look instantly more put-together.
📸 ☝ Here’s proof that clean doesn’t mean compromise. On the left: bare lashes and brows. On the right: just one coat of mascara + a sweep of brow gel. Simple, polished, and safe.
Lid Glow Cream Shadow
Since I work from home now, I don’t wear eyeshadow every day. But when I want to feel a little more glam for a date night, girls’ night, or special event this is the one I reach for.
The cream formula makes it so easy: no powder fallout on my cheeks, no fuss with blending. Just swipe, tap, and done.
And it’s buildable, so I can keep it soft and subtle or layer it for a bolder look that actually stays put.
Right now, I only have one—Plush—and I love it so much I’ve been keeping it in my bag. But I already know I’ll be ordering the clear one to keep on my nightstand. (Updated, got it!)
What I love most is that it hydrates without that “addictive” cycle some lip balms create—where you feel drier the more you use them.
This one is smooth, reliable, and gives just a hint of color and shine. It’s an everyday staple that makes clean beauty simple.
A Brand-New Launch
As exciting as the makeup returns are, this launch also includes something brand new—and I think it’s going to be a game-changer for our nighttime routines.
Meet the Counterglow Hyaluronic Cushion Cream
This cushiony cream is rich in conditioning benefits, with a bouncy texture that provides:
- Restorative hydration
- Visibly plumper-looking skin
- Improved skin barrier support
It’s the Protect step—perfect for your PM routine. Just massage gently into your face, neck, and décolletage with upward strokes before bed.
I haven’t had the chance to try it yet (it hasn’t officially launched!), but on a call with Counter’s CEO, Gregg, she shared that she’s already loving it alongside her Countertime products.
She has extremely dry skin and said the Counterglow Hyaluronic Cushion Cream gives her that cushiony, moisturizing feel she’s been craving—while still absorbing easily.
Personally, I really like this cushion cream. It’s not as thick as the Countertime cream, but it works just as hard.
It’s rich yet lightweight. Hydrating without heaviness. It feels like a true treat for my skin at night (I think I may like it more than the Countertime night cream right now)!
Gregg also shared that she loves being able to use the new Counterglow line and our amazing Countertime line together and interchangeably.
I love that the two lines work so well together, and have been experimenting. So feel free to mix and match!
The matching Counterglow Adaptive Moisture Lotion is available now too.
How to Shop the Counter September 2025 Launch:
Here’s how to make the most of this launch:
- Sign up for Loyalty Rewards. It’s free, and you’ll earn points on every order that add up to future savings. Plus a few other great perks.
- Use my link when you shop. That way, your order is connected to me and I can keep supporting you with updates and tips. Check to be sure it says “You’re Shopping With Tina Pilotte.” If you opt in to share your details, I can follow up to make sure you’re happy with everything. 🥰
- First-time customer perks. If this is your first order and you shop through my link, you’ll automatically save 10% on orders of $100+. 🎉 You’ll also get free shipping on orders $50+.
