Counter Total Rewards: Counter Beauty Rewards Program Explained
Counter Total Rewards isn’t your typical loyalty program.
Yes, you earn rewards when you shop.
But you can also earn them by doing things like reviewing products and participating in advocacy.
And there’s more to the program than earning rewards. The more you participate, the more benefits you can unlock.
This is the basic flow of Total Rewards:
Join → Make Progress → Increase Your Standing → Unlock Rewards
Don’t worry, I’m going to explain what all those terms mean and how it all works.
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What Is Counter Total Rewards?
Counter Total Rewards is Counter Beauty’s free loyalty rewards program. It launched July 1, 2026.
Customers and Partners who join Total Rewards are called Loyalists.
The program works through three main parts:
- Progress is what you make through purchases and other activities.
- Standing is the level you reach as you make Progress.
- The Rewards Palette is where you can choose how to use your Progress.
Now let’s look at each one.
What Is Progress in Counter Total Rewards?
Progress is Counter’s rewards currency, but it’s also a way of recognizing the actions you take with the brand.
If you’re used to loyalty points, that’s the easiest comparison.
For purchases:
$1 spent = 1 Progress
When Gregg Renfrew introduced Total Rewards to Partners, she explained why they chose the word “Progress.”
She said you can think of it a little like points, but Counter wanted it to mean more than what you spend.
Purchasing counts. But so do things like advocacy, learning, connecting, and growing the community.
One of the best parts, in my opinion, is that they’re rewarding us for advocacy. It’s such a big part of the mission behind the brand.
How to Make Progress
I’ve made Progress in several ways so far. Purchases, completing my profile, and taking action on advocacy are a few examples.
Ways to make Progress can include:
- Purchases: buying Counter products
- Profile: completing your profile
- Product: reviewing products
- Subscribe & Save: setting up eligible recurring orders
- Refer: referring a new customer to Counter
- Make Action: advocacy activities
What Is the Counter Rewards Palette?
This is where it gets even more interesting.
Counter has a Rewards Palette with different ways to use your Progress.
Rewards can include things like:
- product credit
- limited or special-edition products
- branded Counter merch
- and more
If you choose the product credit option:
Each 100 Progress = $10 in product credit in the U.S.
This is an improvement on the old Loyalty Rewards program. Before you’d earn $15 in credit for every $200 you spent.
With Total Rewards, that same $200 can be redeemed for $20 in product credit.
If you had Counter product credit when Total Rewards launched, it automatically converted to Progress. (I break down what changed and stayed the same in Counter vs. Beautycounter.)
On the call, Gregg explained that the Rewards Palette can include more than things you can get. It can also include things you can do or be part of.
That’s why the Rewards Palette can grow and change over time.
I really like that you have choices in how you use your Progress in this program.
What Is Standing in Counter Total Rewards?
Progress and Standing are related, but they’re not the same thing.
Standing | Progress Range |
First Standing | 0–499 |
Second Standing | 500–999 |
Third Standing | 1,000–1,999 |
Fourth Standing | 2,000–3,999 |
Fifth Standing | 4,000+ |
The easiest way to remember it is:
Progress = the rewards currency you earn and can use.
Standing = the level you reach as you make Progress.
As you make more Progress, you can move into a higher Standing and unlock more benefits.
What Benefits Come With Each Standing Level?
Here’s what’s included at each Standing level.
First Standing: 0–499 Progress
- Free shipping on orders $50+
Second Standing: 500–999 Progress
You get the earlier benefit, plus:
- Annual birthday gift
- Early access to select product launches
- PARTNERS ONLY: 15% savings on all personal orders
Third Standing: 1,000–1,999 Progress
You get the earlier benefits, plus:
- Early access to select promotions
- Two 15% savings codes to share
- PARTNERS ONLY: 15% savings on all personal orders
Fourth and Fifth Standing are only available to Counter Partners.
Fourth Standing: 2,000–3,999 Progress
Partners get the earlier benefits, plus:
- a higher personal-order discount
- more savings codes to share
- priority customer service
- one complimentary product each year
Fifth Standing: 4,000+ Progress
Partners get the earlier benefits, plus:
- higher personal-order discount
- more savings codes to share
- two complimentary products each year
- annual gift box
The highest Standing you reach during the year carries into the following calendar year.
If you’re curious about getting more involved with Counter, you can learn more about joining me as a Counter Partner here.
Is Counter Total Rewards Worth It?
YES! If you shop Counter, it absolutely makes sense to join Total Rewards. There’s no downside to joining.
It’s especially worthwhile if you already buy Counter regularly. Those purchases help you make Progress and move through the Standing levels.
And since it’s free to join, what’s not to love?
How to Join Counter Total Rewards
Joining is easy. Just create a Counter account and you’ll automatically become a Loyalist.
If you’ve already shopped Counter, purchases made within the previous 60 days under the same email address will still count once you sign up.
