Beautycounter

Beautycounter
Industry Beauty
Founded 2013
Founder Gregg Renfrew, Founder and CEO
Headquarters Santa Monica, California
Owner Counter Brands, LLC
Website beautycounter.com

Beautycounter is an American multi-level marketing skin care and cosmetics brand.[1] As of 2016, the company had 100 products with over 25,000 independent consultants.[2]

History

Beautycounter was founded by Gregg Renfrew in 2013.[3] Renfrew had previously led a business career, working with merchandising executives such as Martha Stewart and Susie Hilfiger.[2][4] Beautycounter released nine products in March 2013, including facial cleansers, eye creams, and shampoo. The company launched as a direct retail brand and sells through its website, independent consultants and retailer partnerships including J.Crew and the Target.[2][5][4] The company partners with Canadian health advocacy organization Environmental Defense.[6] In 2014, Beautycounter's lip sheer in twig was recognized with one of Allure magazine's Best of Beauty awards in 2014,[7] and their dew skin tinted moisturizer was given the award in 2015.[8] Beautycounter became a founding member of the nonprofit Environmental Working Group's verification program, which aims to help make consumer goods that do not contain toxic ingredients easily identifiable for consumers.[9] In 2016, Beautycounter launched its first line of mascara. At its launch, the company donated $100,000 to global nonprofit Girl Effect.[10] Later that year, Allure recognized Beautycounter's Lengthening Mascara as one of its Best of Beauty 2016 products in the natural category.[11] Beautycounter expanded its sales to include Canada in March 2016.[12] In June 2016, Beautycounter acquired the worldwide assets of NUDE Skincare, Inc. and NUDE Brands, Ltd., Ali Hewson's natural beauty line from LVMH. As part of the acquisition, Hewson's husband Bono became an investor in Counter Brands, LLC., Beautycounter's parent company, and Hewson became a board member.[13][14][15]

Legislation

In 2014, Renfrew hired public health and environmental advocate Lindsay Dahl to lead company advocacy and lobbying efforts to reduce harmful chemicals used in the cosmetic industry.[2] The European Union has banned or restricted 1,400 chemicals used in beauty products, and Canada has banned or restricted approximately 600 chemicals,[3][12] while the US has banned 11.[16] Renfrew and Beautycounter hosted a Congressional Briefing in Washington, D.C. in fall 2015 to bring to light the hidden dangers of currently under-regulated beauty products.[3] In May 2016, Renfrew returned to Washington with a group of 100 women representing all 50 states to discuss the importance of regulation in the beauty industry with senators, representatives and legislative staff.[2][10][17]

References

  1. ↑ Conelly, Catherine. "What to Buy From Beautycounter and Why This MLM Shouldn't Deter You". Popsugar.com. Popsugar Inc. Retrieved 15 January 2018.
  2. 1 2 3 4 5 David Gelles (October 8, 2016). "Selling Shampoo, Eye Cream and a Chemical Crackdown". New York Times. Retrieved December 17, 2016.
  3. 1 2 3 Lauren Schwartzberg (March 22, 2016). "Meet The Natural Beauty Company That's Making Advocacy A Selling Point". Fast Company. Retrieved December 17, 2016.
  4. 1 2 "Beautycounter's Promise: Only Safe Ingredients". Wall Street Journal. June 11, 2015. Retrieved December 17, 2016.
  5. ↑ Brianna Wiest (September 16, 2016). "The New Beautycounter for Target Line Is So Major". Allure. Retrieved December 17, 2016.
  6. ↑ Rebecca Perrin (November 15, 2016). "Best holiday gift sets for the makeup obsessed". CBC. Retrieved December 17, 2016.
  7. ↑ "Lipstick in Twig Review". Allure. Retrieved December 17, 2016.
  8. ↑ "Best of 2015: Natural Wonders". Allure. Retrieved December 17, 2016.
  9. ↑ Hannah Furlong (October 28, 2015). "New EWG Verification Identifies Personal Care Products Free of Toxic Ingredients". Sustainable Brands. Retrieved December 17, 2016.
  10. 1 2 Elizabeth Segran (June 14, 2016). "How One Company's Mascara Became A Symbol Of Political Protest". Fast Company. Retrieved December 17, 2016.
  11. ↑ Liana Schaffner (September 12, 2016). "Best of Beauty 2016: The Naturals". Allure. Retrieved December 17, 2016.
  12. 1 2 Michelle Villett (March 22, 2016). "Everything You Need To Know About Beautycounter (Now in Canada!)". Beauty Editor. Retrieved December 17, 2016.
  13. ↑ Vanessa Friedman (June 27, 2016). "Bono and Ali Hewson Join a Natural Beauty Juggernaut". New York Times. Retrieved December 17, 2016.
  14. ↑ Anne Field (August 6, 2016). "Beautycounter And NUDE Skincare Are Ironing Out The Details Of Their Deal, With Bono As Investor". Forbes. Retrieved December 17, 2016.
  15. ↑ Allison Collins (June 27, 2016). "Bono Invests in Beautycounter as Part of Nude Skincare Acquisition". WWD. Retrieved December 17, 2016.
  16. ↑ Christina Anderson (May 1, 2013). "Beautycounter Reveals Truth About Your Cosmetics...And It May Scare You". The Huffington Post. Retrieved December 17, 2016.
  17. ↑ "Beautycounter.com is in D.C. right now lobbying for more stringent cosmetic safety laws". Fast Company. May 16, 2016. Retrieved December 17, 2016.

Notes

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