‘Beautycounter’ An American Brand Cosmetic Company That Offer Skin Care And Safer Beauty Products

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CEO: Gregg Renfrew

Founder: Gregg Renfrew

Founded: 2013, Santa Monica, California, United States

Owner: Counter Brands, LLC

Headquarters location: Santa Monica, California, United States

Beautycounter is taking the lead in developing safer beauty products. While the European Union has banned 1,300 chemicals in personal care products, the United States has only partially banned 11. Beautycounter is trying to change the status quo in two ways: first, by innovating high-performing products that don’t use 1,500 chemicals that the brand deems questionable or harmful, and second, by lobbying legislators to better regulate the beauty industry.

In 2016, more than 100 representatives from the brand spent two days on Capitol Hill to speak with 12 different offices in the U.S. Senate, to explain how beauty products could be potentially harming women.

Beautycounter, a certified B corporation, reaches women through its website and through a network of women who can earn up to 35% in commission by selling products. In 2016, it partnered with Target on a capsule collection of products. That same year, the company acquired Nude, an all-natural beauty brand founded in the U.K. by Bono and his wife, Ali Hewson.

Generally, cosmetic products have a lot of chemicals, which is not good for your skin and it may cause some allergy or skin infection. Startup like Beautycounter has opened the window for customers to choose a cosmetic product which is chemical-free and paraben-free. The company also claims that they test all the ingredients before they use them while making the products.



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