Beautycounter
Beautycounter is a clean beauty brand founded by Gregg Renfrew in 2013. It built a billion-dollar business around a 'Never List' of banned or questionable ingredients, combining product safety with direct sales and retail distribution.
The Story
Gregg Renfrew founded Beautycounter in 2013 after concluding that the beauty industry was largely unregulated and that consumers deserved products developed with stricter safety standards. The company created an internal 'Never List' of more than 1,800 chemicals it would not use, and it grew into one of the most prominent clean-beauty brands in the United States.
Beautycounter sold through a combination of independent consultants, Sephora, and Target, and it reached a valuation of nearly $1 billion before being acquired by Carlyle in 2021. Renfrew was pushed out soon after the acquisition, then returned as CEO in 2023.
In 2024 the brand announced it was relaunching as Counter, reflecting a new chapter after ownership and leadership changes while keeping Renfrew's safety-first mission at the center.
Key Facts & Metrics
Company Timeline
2013 — Founded Beautycounter
Gregg Renfrew launched Beautycounter with a mission to create safer cosmetics and an ingredient blacklist that became central to the brand.
2016 — Expanded retail and consultant model
Beautycounter grew its independent consultant force and entered major retail partnerships, scaling distribution beyond direct sales.
2021 — Carlyle acquisition and founder exit
Carlyle acquired a majority stake and Renfrew was asked to step down as CEO; she fully left the company in 2022.
2023 — Returned as CEO
The board asked Renfrew to return as CEO, setting up a second act for the brand after its ownership and leadership turmoil.
2024 — Relaunched as Counter
Beautycounter announced it was rebranding as Counter, signaling a new product and brand identity while keeping Renfrew's safety-first mission.
