Beautycounter was founded by Gregg Renfrew in 2013. Renfrew had previously worked with merchandising executives such as Martha Stewart and Susie Hilfiger. Beautycounter released nine products in March 2013, including facial cleansers, eye creams, and shampoo. The company launched as a direct retail brand, selling through its website, independent consultants, and retailers including J.Crew and Target. Beautycounter was one of Allure magazine's Best of Beauty award recipients for their lip sheer in twig and dew skin tinted moisturizer. 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. The company compiled a "never list" of reportedly harmful chemicals omitted from their products. In 2016, Beautycounter launched its first mascara line. Later that year, Beautycounter's Lengthening Mascara was one of Allure's Best of Beauty products in the natural category. 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. In 2018, the company opened its first brick and mortar store in Manhattan. A second location opened in 2019 in Denver, Colorado.
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. Renfrew and Beautycounter hosted a congressional briefing in Washington, D.C. in fall 2015 regarding the potential dangers of under-regulated beauty products. In May 2016, Renfrew in Washington, D.C. with a group of 100 women representing all 50 U.S. states to discuss the importance of regulation in the beauty industry with senators, representatives, and legislative staff.
