Sales: $438 million
Key personnel: Gregg Renfrew, founder and chief executive officer; Patty Wu, chief commercial officer; Ann Bidell, chief operating officer
Major products: Skin care, makeup, and bath and body products.
New products: Countersun Daily Sheer Defense SPF25, Countertime anti-aging skin care. deodorant.
Comments: 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.