Honest Counter Review: How It Compares to Beautycounter

Beautycounter is back as Counter with an updated vision and product selection. Here’s my honest Counter review, including an in-depth look into the ingredients, product lineup, and what the brand has planned for the future.

The clean beauty industry has grown rapidly over the past decade, but it has also faced it’s share of struggles and shakeups. When Beautycounter suddenly shut down in May 2024, it left behind confusion, frustration, and a community of customers and consultants wondering what went wrong.

Now, Beautycounter has relaunched as Counter after founder Gregg Renfrew bought the brand back in a foreclosure sale. While Beautycounter led the charge in clean beauty years ago, the industry has evolved and expectations are higher. Many consumers are looking for full transparency, less plastic waste, and formulas free of questionable ingredients.

In this post, I’ll share my honest thoughts about what’s changed, what hasn’t, and how the products actually stack up. I’ll also answer your top questions, and review what Counter has planned for the future. Whether you’re a former Beautycounter fan or just someone trying to navigate clean beauty with a little more clarity, I’ve got you.

What is Counter?

Counter is the newest clean beauty brand from Gregg Renfrew, founder and former CEO of Beautycounter. Known for her advocacy work and pioneering the clean beauty movement, Gregg launched Counter as the next chapter of the brand, bringing a renewed focus on performance and transparency.

Counter launched in June 2025 with 17 products, including 14 skincare and 3 makeup products. The company has an extensive Never List and diligently test products for contaminants like heavy metals. They’re also Leaping Bunny Certified and intentionally use sustainable and environmentally friendly packaging and materials. Counter plans to expand it’s selection to 50 products overtime, bringing back many of Beautycounter’s favorite formulas in the process.

The company’s mission is to set the definitive standard of clean beauty for the future. Their goal is to provide products that offer the highest standards in performance, clinical efficacy, and mission impact. Counter is currently based out of Santa Monica, California, and ships to the US and Canada.

Is Counter the new Beautycounter?

Not exactly—but it’s connected. While Counter carries the legacy of Beautycounter in name, it’s a brand new company with a renewed mission, updated product selection, and fresh approach to clean beauty. Rather than a rebrand, it represents the next chapter with a simplified approach.

Before the company went bankrupt, Beautycounter assets were purchased through foreclosure sale by G2G, a company formed by Gregg Renfrew to reacquire and relaunch the brand. The core formulations of the products were retained through the sale, so many of Beautycounter’s best-selling products were launched under the Counter name. Counter also released some upgraded and brand new product formulations, with more coming down the line.

While Beautycounter operated under a direct sales model, Counter has transitioned to a direct-to-consumer approach. The brand currently sells exclusively through its website and plans to expand to retail in the future.

To learn more about what happened to Beautycounter, check out What Happened to Beautycounter? (From an insider).

Is Counter a Clean Beauty Brand?

After reviewing the products and materials, Counter is following the same trajectory of Beautycounter as a clean cosmetics brand. They do not include any known harmful or questionable ingredients in their products, and test both raw materials and end products for contaminants like heavy metals.

Counter maintains a strong commitment to ingredient safety and transparency, guided by their extensive Never List. All products are free of over 2,800 harmful or questionable ingredients, including endocrine disruptors, carcinogens, formaldehyde, chemical sunscreens, coal tar, parabens, phthalates, PEGs, retinols, sulfates, synthetic fragrance, and more. In addition, many of its products have EWG verification and meet strict safety standards.

This information is important for consumers because the FDA currently only regulates 11 chemicals for use in cosmetics. Additionally, the FDA and EU do not require testing to verify that products meet safety standards for heavy metal contamination. The only way to ensure a product is truly safe is to buy from brands that proactively disclose all ingredients, avoid harmful ones, and conduct additional testing.

It’s worth noting that Counter does not prioritize organic ingredients. Although many plant-based oils, butters, and aloe can be sourced as certified organic, Counter chooses to use conventional ingredients in their formulations.

Counter also uses phenoxyethanol, which is a synthetic preservative commonly found in cosmetics. While it’s considered safe in low concentrations, it can be contaminated with trace amounts of carcinogens during manufacturing. For this reason, many clean beauty brands choose to avoid it. Although independent testing is possible, consumers have no way of verifying whether a brand is doing so without access to testing data. As of now, Counter has not made this information publicly available.

Is Counter natural?

Counter is not a natural skin care brand. Currently, the term “natural” isn’t regulated in the cosmetics industry, which means brands can use it freely—even while using undisclosed fragrance or other known harmful ingredients. Counter intentionally uses safe synthetic and natural ingredients in order to make a product safe and effective, and prevent microbial growth.

It’s important to remember: just because something is natural doesn’t mean it’s necessarily safe for your skin. Some natural substances, like clay, are more prone to contamination, so proactive testing is important.

Chemicals aren’t bad, and everything contains chemicals (even water!). What’s important is to limit the use of known harmful chemicals, and test for contaminants even though it’s not required by law. After reviewing Counter’s ingredients and standards, this is what sets them apart from most.

Transparency

Many cosmetic brands claim to be clean, but without full transparency of ingredients and testing, it doesn’t mean much. Similar to Beautycounter, Counter places a strong emphasis on ingredient transparency and discloses exactly what’s in each product. They also clearly state what they won’t included in their products with The Never List.

The ingredients list for each product is easy to find and listed at the top of the page—no digging to find it. Most importantly, Counter does not use undisclosed fragrance, and maintains full transparency about all fragrance components. They also use proper certifications when labeling products, and do not use unregulated marketing terms or badges like “organic” or “handcrafted.”

Many Counter products have received EWG verification, which contain the EWG verified symbol in the description. They also disclose which products are certified vegan and RSPO certified.

While Counter states that it prioritizes sustainable materials, post-consumer recycled (PCR) plastic is used in primary packaging for select products. Although PCR is a more environmentally friendly option, it still can leach microplastics, which may not be the best choice when considering long term health and sustainability.

Are Counter products the same as Beautycounter?

Looking for the same Beautycounter products you know and love? Here’s a quick rundown of Counter products, including what formulations are the same, what’s been upgraded, and what’s totally new:

The Favorites (unchanged):

• Clear Pore Cleanser
• Lotus Glow Cleansing Balm
• Countertime Lipid Defense Cleansing Oil, Mineral Boost Hydrating Essence, Antioxidant Soft Cream, Tetrapeptide Supreme Cream, and Ultra Renewal Eye Cream
• All Bright C Serum
• Brightening Facial Oil
• Overnight Resurfacing Peel
• Skin Twin Featherweight Foundation
• Dew Skin Tinted Moisturizer
• Sheer Genius Lipstick

Upgraded Formulas:

• Counterglow Adaptive Moisture Lotion – coming soon

Brand New Products:

• Counterglow Silky Skin Cleanser
• Counterglow Hyaluronic Moisture Mist
• Counterglow Tri-luronic Hydrating Serum
• Countertime Retinatural+ Advanced Super Serum

The brand is taking a phased approach to launching it’s full product line, so more will be released in the upcoming months.

Counter Skincare Review: Best and Worst Products

Counter has positioned itself as a clean cosmetics brand focused on performance, safety, and transparency. So far, they’re holding that line. Their formulations include some of my favorite evidence-based ingredients like bakuchiol, stabilize vitamin C, and resurfacing acids. In my experience, they’re effective at improving the appearance and texture of skin.

As someone who used to use Beautycounter products, here is a comprehensive review of Counter skin care and makeup products I’ve tried:

Counter Skincare Reviews

1. All Bright Vitamin C Serum

The All Bright C Serum contains a 10% blend of two stable forms of vitamin C, plus turmeric and camu camu that instantly brightens skin and helps even skin tone. This is the same formula you know and love—I reviewed it extensively here!

The good:

• Vitamin C is the holy grail, and both of these forms are stable and worth your. money. It’s incredibly for skin tone and texture.
• Good for all skin types, including oily and sensitive skin

The bad:

• It’s not great for sensitive skin. I have dry skin, and it occasionally causes redness for me.
• Price

2. Countertime Soft Cream + Tetrapeptide Supreme Cream

Countertime is an anti-aging skin care collection that contains active ingredients like bakuchiol and Swiss alpine rose. The Antioxidant Soft Cream is a fantastic day cream, and the Tetrapeptide Supreme Cream is a thick night cream with peptides.

The good:

• These moisturizers are fantastic for dry and aging skin. Out of all the Counter products in the review, the Countertime Soft Cream is the one I love the most!
• Loaded with active ingredients that improve skin texture and reduces fine lines.

The bad:

• This line is packed with active ingredients, so you definitely need to spot test. I reacted badly to the eye cream in this collection, and my skin doesn’t love the Supreme Cream. It’s so thick that it sits on top of my skin and doesn’t absorb well, even after exfoliation.

3. Countertime Retinatural+ Advanced Super Serum

Retinatural+ Super Serum is a brand new product from Counter as part of the Countertime anti-aging collection. It’s concentrated in active ingredients, including bakuchiol, squalane, hyaluronic acid, and peptides.

The good:

• Great for aging skin. This is my new recommendation for people who want a safe alternative to retinol.
• Loaded with active ingredients and smells great

The bad:

• This one isn’t as concentrated in peptides, which is my favorite active ingredient. For the price, I want a little more bang for my buck.

4. Overnight Resurfacing Peel

The Overnight Resurfacing Peel is one of the best sellers because it’s a safe alternative to a chemical peel. It contains gentle alpha hydroxy and beta hydroxy acids. You only need to apply it 2-3x a week at night in place of your serum or treatment.

The good:

• This is insanely effective at resurfacing skin. I notice results almost immediately.
• You only apply it 2-3 times a week at night only, so it lasts a very long time
• It works really well at reducing pore size and improving skin texture

The bad:

• This one is packed with active ingredients—so spot test first!

5. Counterglow Silky Skin Cleanser

A brand new one from Counter, the Silky Skin Cleanser is part the new Counterglow line, which replaced Beatycounter’s Countermatch line. It’s fantastic for all skin types, and it removes makeup!

The good:

• It removes makeup!
• This is great to do as part of a double cleanse for all skin types. I typically use this to remove makeup, then follow up with a charcoal bar to remove impurities.
• Provides a deeply cleansed feeling

The bad:

• This doesn’t remove eye makeup, and does sting a bit if you get it near your eyes.

Counter Makeup Reviews

1. Dew Skin Tinted Moisturizer

A true tinted moisturizer, Dew Skin Tinted Moisturizer offers a slight tint while acting as a moisturizer for your skin. Apply this overtop of a treatment or serum as the last step in your skin care routine before applying makeup.

The good:

• Offers great light coverage
• SPF 20, so this can replace your daily mineral facial sunscreen
• 8 shades, plenty to choose from!

The bad:

• The texture is a little thicker. It also offers a dewy look, so if you prefer a matte base, this one isn’t for you.

2. Skin Twin Foundation

The Skin Twin Foundation is lightweight and blends well. It offers buildable coverage with hyaluronic acid to visibly plump the skin.

The good:

• Lightweight and doesn’t even feel like I’m wearing foundation. Great for dry skin since it contains hyaluronic acid to improve moisture.
• Long lasting
• There are 27 shades—many to choose from!

The bad:

• No color matching tools to help you figure out what’s right for you.
• The coverage isn’t as sufficient as other clean brands I’ve tried. It’s light to medium, but that’s fine for many people!

What Misses the Mark

In general, there are some gaps with Counter that are worth reviewing. First, I don’t love that Counter still uses phenoxyethanol. There are many alternatives available that are safer and have robust efficacy data. Because it’s often contaminated with carcinogenic byproducts, it’s not my favorite option.

Second, Counter doesn’t use certified organic ingredients and includes plastic as primary packaging. There are many brands that have worked through these challenges successfully, and the benefit to both the consumer and environment are worth it.

Currently, the product selection is small, so there is nothing available to address major skin issues like acne or blemishes. Counter is expected to roll out new products in a phased approach, so more will be coming in the future.

Counter Skincare FAQs

Is Counter worth it?

That’s the million dollar questions! In my opinion, the products may be worth it, especially if a specific Beautycounter product worked great for your skin:

• High quality: Counter uses safe and effective active ingredients, which are substances that have clear and proven effects. They perform the same if not better than conventional products, which isn’t typical with other clean beauty products.
• Safe ingredients: Counter has an extensive Never List and doesn’t include over 2,800 questionable or known harmful ingredients.
• Test for contaminants: It is very common for containments to sneak into products during manufacturing. Also, many natural substances can be contaminated with heavy metals. Their rigorous testing and safety standards go above what’s required to reduce this risk.
• No compromising: The makeup products are pigmented, long lasting, and provide great coverage.

While I use select Counter products, I’ve personally found better results with other clean beauty brands, specifically Crunchi and Primally Pure. I tend to avoid phenoxyethanol and look for certified organic ingredients, particularly when investing in higher-end skincare. The products I’ve been using give better results with safer ingredients and less plastic exposure, which is a no brainer.

At the end of the day, Counter is a step up for people who care about safety and transparency in cosmetics. They’ve done a good job launching the core, high performing products and keeping it simple. If you try anything from the list above, you’ll likely see positive results.

Final Thoughts

I’ll be honest, I wasn’t happy with how things ended at Beautycounter. The way employees and consultants were treated during the shutdown left a bad taste, and I think the brand lost sight of the community and values it was built on.

That said, I support what Gregg Renfrew is doing now with Counter. As a woman founder in the beauty industry, she’s once again pushing for higher standards and transparency, and that matters. The launch of Counter feels like a necessary reset. Not perfect, but a step in the right direction for clean beauty as a whole. There’s room for everyone, and more options only benefit consumers.

More Clean Beauty Articles

• What Happened to Beautycounter? (From an insider)
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• Honest Crunchi Review: What to Get & What to Skip
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