If you’ve recently typed “what happened to Beautycounter?” into your search bar with mild panic and a strong desire for answers at all over the last year, you are not alone.
Whether you were just trying to restock your favorite Beautycounter Vitamin C Serum or snag that ultra clean tinted moisturizer, it might have felt like you had been ghosted by your favorite clean skincare and makeup brand. I get it.
As a former brand advocate with Beautycounter, I’ve had lots of questions over the last year myself including the lingering question in my head over and over which was what (the heck) happened to Beautycounter?
It has been a confusing and at times heartbreaking road over the last year but don’t worry, better days have arrived with the launch of the NEW brand, Counter and I am HERE for it all! I hope you are, too. 🙂
This isn’t a breakup story. It’s a glow up story!
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Here’s What Really Happened to Beautycounter
In Spring of 2024, Beautycounter hit pause. The brand was apparently not in good shape financially which was a shock to all of us in the field and to many of you who may have been loyal customers.
The hope just a few years before was that a private equity firm would help to take the brand to the next level and that clearly did not happen. Gregg, the former CEO, came back into the business only to find out that it could not be saved as the Beautycounter we once knew.
She made the super tough and incredibly BRAVE decision to essentially buy her business back and purchase what she could of the assets of the former company. This is a BOSS move and I am personally amazed and inspired by the leap of faith that Gregg took. Talk about passion!
Like any brand with bold standards and a big vision, they took a step back to restructure, reassess, and prepare for what’s next. It was a strategic and necessary pivot. I love a good pivot, don’t you? 🙂
As you probably know, the company temporarily shut down operations to rebuild with more sustainability (the business kind, not just the packaging), clearer direction, and a fresh take on what clean beauty can look like in 2025 and beyond.
As soon as I knew Gregg was rebuilding, I had tremendous hope for what the future would hold and I am so, so excited for what’s to come!
She, along with her team, has spent the last year reimagining how Beautycounter could come back and best serve all of us.
Introducing: Counter
Beautycounter is back (kinda!). They are relaunching under a new name: Counter.
Yes, the name is sleeker. Edgier. Just like you when you finally upgraded from low-rise jeans. I love the idea behind it which is that the brand is disrupting the industry (once again) and is counter to the status quo.
It really represents everything Beautycounter has always stood for!
So, what does this rebrand mean for you? Let’s break it down. There is A LOT that still remains to be seen and not everything has been revealed just yet but here is what I am expecting from the new Counter brand!
1. The Same Clean Promise (But With a Refreshed Vibe)
You can expect the same high standards you loved from Beautycounter such as ingredient transparency, rigorous testing, and products that actually work without questionable chemicals.
You’re still getting clean beauty without the compromise.
You will likely see your favorite best sellers once again and maybe even some newbies on the scene!
2. New Branding, Same Heart
Counter is short, punchy, and bold kind of like your favorite group text thread.
This new name is a nod to being counter-cultural in the best way: pushing back on industry norms, setting higher standards, and making it easier for consumers to choose safer beauty without needing a chemistry degree.
The heart behind it? Still rooted in advocacy, transparency, and empowering women to make informed, feel-good choices.
One of the things Gregg mentioned on our town hall meeting was a refreshed and renewed commitment to advocacy which is one of my favorite things about this brand so I am very excited to hear more about this in the coming weeks and months!
3. What’s Launching First and When?
The million dollar question, right?! Counter launched on June 25, 2025 with 19 products and the lineup has kept growing since. See my guide to where to buy Counter beauty products for the current lineup and every shopping option!
I expect more will come in waves and I am sure the brand team has lots of surprises up their sleeves so keep your eyes peeled (and your skincare shelf ready).
Want to be first in line? You know I’ve got you. I’ll be sharing launch updates, insider info, and top picks as soon as I know more!
Be sure to get on my list to be the first to know when any updates are announced!
Why This Relaunch Matters
Here’s the thing. The clean beauty world is noisy. It’s easy to feel overwhelmed and skeptical which is why brands like Counter really matter. They’re not just selling skincare.
They’re pushing the industry as a whole to do better, with research-backed formulations and radical transparency.
And as a woman who’s tired of the beauty BS and just wants something that works without compromising her health? This matters. You matter.
The industry desperately needs the transparency and brands like Counter demand it.
This is why so many people have been wondering what happened to Beautycounter over the last year because a leader in clean is so needed in the industry!
Okay But… Should I Try It?
If you loved Beautycounter, the answer is an easy yes!
If you never got the chance to try it before the pause, now is the perfect time to dive in. With the brand’s refreshed vision, you’ll get all the benefits of clean, high-performing beauty without the greenwashing.
You deserve beauty that feels good and does good!
So, in short, what happened to Beautycounter?
She got a rebrand, babe! A glow up, if you will! 🙂
Beautycounter is now Counter and she’s stepping back onto the scene with the same clean values, a bold new name, and products worth the wait!
Get ready for safer skincare that doesn’t play small.
We are ready to disrupt the industry once again.
I’ll be here sharing every step of the journey.