She’s Back—Here’s What You Need To Know About Beautycounter’s Relaunch as Counter

If you’ve followed me for a while, you know that I was a proud partner with a clean beauty brand called Beautycounter for about five years. I talked about it often because I genuinely loved what it stood for: safer skincare, clean makeup that actually works, and a commitment to transparency in an industry that so often overlooks it.

As someone who shares tips on healthy, sustainable living, Beautycounter made sense in every way. Their products aligned with my personal philosophy: no harmful ingredients, no extra junk, just effective formulas you could feel good using—on yourself and your family.

But then last year, everything came to a halt. The company went dark with little explanation. Like many of you, loyal customers and brand advocates, I was heartbroken and totally caught off guard. You can read more about the details in this blog post.

While the company was in the midst of pivoting and rebranding, there were a few opportunities to shop Beautycounter products, but it was clear that a complete relaunch was in the works and that much of the brand would look different. The products, (some) formulas, and the inventory would be condensed into what makes the most sense to focus on, and my initial observation is a hard pivot on the foundation barrier first: solid skincare.

Will inventory grow as time goes by? I know this is the goal … but I’m not here to overpromise and underdeliver. I fully recognize that some trust may have been lost along the way, and I’m approaching this relaunch with cautious optimism, just like many of you.

I am here to give you the facts, let you in on my thoughts and reviews and continue to share the mission that brought us all here in the first place … clean beauty products and solutions that deliver results.

Meet: Counter

Starting today, June 25th, the brand formerly known as Beautycounter is officially relaunching as Counter—and I have thoughts. Good ones. Excited ones. Somewhat hesitant, but still hopeful ones.

Counter is the brainchild of Beautycounter’s original founder, Gregg Renfrew, who could’ve walked away after everything that happened … but didn’t. Instead, she bought the brand back and reimagined it in a fresh new way. (Aren’t we all into a great comeback story?)

Let’s break it down:

• The mission is still clean beauty. Safer ingredients. Rigorous testing. Products you don’t have to second-guess. That hasn’t changed … thank goodness for that.
• The vibe is new. The packaging? Sleek. The branding? Bold. The name? Short, snappy, and meant to feel more inclusive (moving on from “Beautycounter” and onto Counter).
• The business model? Totally different. No more team-building. No recruiting. No confusing “downlines.” If you’ve ever rolled your eyes at anything MLM-ish, you’ll be glad to know this is now more of an affiliate-style model. As a brand partner, I will be sharing what I genuinely love and recommend, and if you shop through my link, I earn a little commission. Simple, easy, straight forward.

So where do I stand?

I’m still a brand partner, but in a much more relaxed way. I’m not building a team or turning this into a business hustle—it’s just something I’ll be sharing when it makes sense, because I still really care about the bigger picture: safer, cleaner products in homes like yours and mine.

And honestly? I’m just happy to be able to restock some of my old must-have favorites and share them with you again. If you’ve been missing your Countertime or All Bright C Serum … I see you. I am you.

As of today, here’s where you can shop! (<- and yes, this link supports me.)

There are currently 17 Counter products to browse over and 10 Beautycounter “Vintage Clean” options to grab as well. While the inventory is much more condensed for now, I am looking forward to diving back into Countertime and trying the new Counterglow products as I run out of what I’m currently using.

What to expect – LIL Counter and Clean Beauty

I’ll be testing out the updated line and sharing my thoughts along the way, so if you’re curious about how the new formulas compare, what’s worth snagging first, or what I think of the new packaging (I have thoughts), stay tuned and make sure to join the community over on Facebook: Life In Leggings Counter and Clean Beauty!

And as always, feel free to reach out if you want product recommendations, ingredient breakdowns, or just need help figuring out where to start. I’m always happy to help you make healthier choices that feel doable, not overwhelming.

Thank you so much for sticking with me through the quiet months and for cheering on this little corner of clean living that I love sharing with you.

Here’s to safer swaps, glowing skin and fresh starts as we head into Summer 2025!

xo, Heather