Clean beauty pioneer known for its strict ingredient safety standards and advocacy-driven skincare and cosmetics.
ORIGIN
United States
PRICE TIER
premium
Founded in 2013 in Santa Monica, California, by Gregg Renfrew, Beautycounter launched as a disruptive force in the personal care industry, aiming to raise regulatory standards and champion ingredient transparency. Renfrew, motivated by the stark contrast between U.S. and EU cosmetic regulations, established the brand with a mission to create high-performing, safer skincare and makeup. The brand's defining feature is its "Never List," which bans over 2,800 questionable ingredients, setting a benchmark for the modern clean beauty movement.