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Santa Monica, CA www.beautycounter.com Sales: $438 million (estimated)
Santa Monica, CA www.beautycounter.com
Sales: $438 million (estimated)
In April 2021, Beautycounter announced that The Carlyle Group acquired a majority stake in the brand and valued the company at $1 billion.
Beautycounter was named to CNBC’s Disruptor 50 list in 2020. CEW awarded Beautycounter with the Sustainability Excellence Award in the 2020 CEW Beauty Awards.
In 2020, Beautycounter had its most successful product launch to date with Counter+ All Bright C Serum. A six-month supply sold out in three weeks and garnered a 14K person waitlist. This product continues to be a top seller for the brand.
Beautycounter entered the world of live streaming with the opening of its new hybrid retail store and livestream content studio in Los Angeles. The studio is producing engaging content that ties back to the brand’s pillars of safety, sustainability, advocacy and clean beauty, while allowing customers near and far to shop the store with livestream shopping technology.
Santa Monica, CA www.beautycounter.com Sales: $438 million
Fast Company named Beautycounter one of its Most Innovative Companies and ranked it No. 1 in beauty. The most-searched beauty brand on Google in 2018, direct-to-consumer Beautycounter is sold through stores in New York and Denver, and through more than 45,000 independent consultants.
While most beauty brands boast about their product lineups, Beautycounter is just as proud of what its products don’t contain. It’s “Never List” includes more than 1,800 ingredients that Beautycounter maintains will never find their way into product formulas. All ingredient are screened for 23 health and environmental endpoints. Examining these endpoints is part of Beautycounter’s Blueprint for Clean, a roadmap that sets the highest bar for safety in the beauty industry. These 12 safety standards include 100% ingredient transparency, sustainable packaging, Leaping Bunny certified and supplier code of conduct.
Consumers are looking for clean beauty. According to NPD, in the weeks following the US economy’s shutdown, sales of prestige clean beauty rose 11%, compared to a 14% decline for overall beauty industry sales.
Beautycounter CEO Gregg Renfrew told WWD that people are increasingly thinking of wellness and their skin care regimens linked to their health—something that won’t go away as restrictions are lifted. Now, the company is going even further. In May, Beautycounter introduced a vegan badge so consumers can easily identify the vegan products in the company’s lineup. This month, Beautycounter is digitally launching 11 products at Sephora.com. The introduction includes 11 products, including best-selling items such as All Bright Vitamin C Serum and Overnight Resurfacing Peel. After the online only campaign, the products will debut in all Sephora stores in August. The campaign will run through October.
According to Sephora, the agreement dovetails with its customers’ desire for clean beauty. Artemis Patrick, Sephora’s executive vice president and chief merchandising officer, pointed out that Beautycounter is a leader in the space.
Santa Monica, CA www.beautycounter.com Sales: $325 million
Sales: $325 million (estimated).
Today’s consumers like to say yes to brands that say no to so-called “questionable” ingredients, and saying no has been the mantra at Gregg Renfrew’s company, Beautycounter, from its inception back in 2013. This Certified B Corp has an extensive collection of skin care, bath and beauty products and an exhaustive list of ingredients that it won’t use, 1,500 of them to be exact, known as “The Never List.”
Beautycounter’s products are available online and through consultants across North America—and now at brick and mortar stores. Late last year, the firm opened up its first permanent location in New York City, and has since opened up another in Denver. Beautycounter has also operated a shop in Nantucket, which is open seasonally.
The company recently added men’s products under the Counterman banner and rolled out a new ad with actress Amy Schumer.
Fast Company has added this clean beauty brand to its 2019 list of World’s 50 Most Innovative Companies. In addition, in 2018, Renfrew was honored by Goldman Sachs as one its 100 Most Intriguing Entrepreneurs.
Mousse Partners Limited made a strategic investment in Counter Brands, LLC, Beautycounter’s parent company in 2018. TPG Growth is also an investor in this rising clean beauty company.
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