Say Hello to COUNTER (the BIG Beautycounter Relaunch)

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Beautycounter is Now COUNTER

Why did Beautycounter change their name to COUNTER?

When founder Gregg Renfrew decided to buy back the business from bankruptcy, she knew that in order to be successful, the company had to be reimagined.

While she wanted to remain true to the original mission (getting safer beauty products into the hands of everyone), she knew that the concept of “clean beauty” had been diluted over time and had become more of a buzzword than a true definition.

With COUNTER, the emphasis is on going counter to industry norms. They plan to take steps to establish a definitive standard for clean beauty, while keeping health, safety, people, and the planet at the forefront.

Which Original Beautycounter Products are Coming Back?

One thing Gregg mentioned when I heard her speak in Minneapolis recently, is that over 90% of their revenue came from only 50 (out of 245) products. So it made sense to downsize.

Trust me, I was holding my breath waiting to find out which products made the cut – and I was relieved to see that most of my favorites are coming back.

The new lineup includes the Countertime line (for age-intelligent skincare) and a revised version of the Countermatch line, now called CounterGlow (with advanced hydration technology).

You’ll also find fan favorites like the All Bright Vitamin C Serum, Brightening Facial Oil, Lotus Glow Cleansing Balm and Overnight Resurfacing Peel.

The Daily Sheer Defense Sunscreen is making a comeback, as will Dew Skin, Skin Twin Featherlight Foundation and the Sheer Genius Conditioning Lipstick.

No other makeup items made it into this first round of products, but we’ve been promised that more goodies are in the works (finger’s crossed for the return of Beyond Gloss lip gloss and Lid Glow cream eye shadow!)

Also hoping to see the Mighty Plump Ceramide Water Cream make a return at some point – it was one of my favorite Beautycounter moisturizers!

What NEW Products Will COUNTER Carry?

We got a sneak peek into some of the brand NEW products in the COUNTER line and they sound really great. I’ve got a few on order and I can’t wait to try them!

• Countertime Retinatural+ Advanced Super Serum – A blend of three retinol alternatives that enhance firmness, improve elasticity, and minimize the appearance of lines and wrinkles.
• CounterGlow Silky Skin Cleanser – A creamy cleanser that dissolves makeup and impurities, formulated with a specialized hyaluronic acid and milled oat flour for a mild buffing effect.
• CounterGlow Hyaluronic Moisture Mist – A micro-fine mist with a dual-purpose formula that works as a toner and hydrator for a mid-day moisture boost.
• CounterGlow Tri-Luronic Hydrating Serum – A skin-plumping serum made with three forms of hyaluronic acid to instantly nourish and soothe skin and reveal a healthier-looking complexion.

COUNTER FAQs

Is COUNTER a Consultant Led Business Model?

The short answer is NO!

COUNTER’s simplified business model allows for brand partners (like me!) to earn a commission for helping to educate people (like you!) about the brand and products!

I’m not a consultant and the business is not a pyramid scheme or MLM (multi-level marketing) model.

Will COUNTER be Sold at Ulta, Target or Amazon?

No, COUNTER will not be sold at Ulta or Target stores or available on Amazon. At this time, all purchasing must be done through the Counter.com website as they have no other retail partners.

Can I get FREE SHIPPING?

One of the awesome changes that COUNTER has made is to offer FREE SHIPPING on all orders of $50+. I was seriously happy to hear this because paying for shipping can be a deterrent.

Is there a Loyalty Program?

YES! And guess what? It’s FREE to join for all customers! For each $200 you spend, you’ll get a $15 product credit – how fun is that? Plus something special for your birthday. 🎂

Which Beautycounter Products are NOT Coming Back?

At this time, the following products do not appear to be coming back as part of the new COUNTER brand. But stay tuned because new products will be introduced regularly!

• Haircare products
• Sunscreen for body
• CounterStart line
• CounterControl line (except for Clear Pore Cleanser)
• Reflect Effect products (other than the Overnight Resurfacing Peel)
• Most makeup products (blush, eyeshadow, mascara etc…)
• Clean Deo deodorant
• Body wash and body lotion

Are you excited about the launch of COUNTER? Let me know your thoughts!