If you are wondering where to buy Counter beauty products, the best place to start is the official Counter website!
Counter beauty is the relaunched version of Beautycounter, and the brand is back with a smaller lineup, a new structure, and a more focused shopping experience. If you are a clean beauty shopper, you probably want more than just the hype. You want to know what changed with Beautycounter, what is available now, and whether the brand is still worth trying. (It definitely is!)
We will cover all of that. Let’s get into the nitty gritty!
After a short (but felt like pretty long for many of us!) nap from shelves everywhere, the clean beauty favorites have finally relaunched as Counter beauty promising a new name, fresh formulas, and the same mission: seriously safe skincare that doesn’t mess around with questionable ingredients.
Counter beauty might be new in name but the brand’s purpose is the same which is to counter the beauty industry. This brand lives by their clean beauty codes, running every single ingredient through the skincare equivalent of boot camp which results in safety checks, transparency, and effective skincare you can trust to perform well and protect your health!
If you’ve had your eye on a glowing comeback routine, you’ll of course want to know where to buy Counter beauty products. Let’s get your cart and your skin ready!
The following content may contain affiliate links which means I might earn a small commission when you make a purchase. This is at no extra cost to you (think of it as a high-five for pointing you in the right direction). And just so we’re clear, I only recommend products I genuinely love, use, or have thoroughly vetted.
Quick Answer: Where Can You Buy Counter Beauty Products?
You can buy Counter beauty products through the official Counter website.
You can also shop through a Counter Brand Partner if you want help choosing products or want a more guided shopping experience.
Brand partners, like myself, have an affiliate link which is what I’ve shared here. The good thing about shopping with a brand partner is that we can help you with any questions, issues with orders, or recommendations that you might want. I also keep you in the loop on any upcoming promotions or new product launches as well. You hear it first! 🙂
If you want personalized recommendations sent to your inbox, take my quick 60 second quiz here and I will hook you up! Find out what your clean beauty type is, too.
What Is Counter Beauty?
Counter beauty is the new version of Beautycounter.
After Beautycounter shut down in 2024, founder Gregg Renfrew bought the brand back and relaunched it under the name Counter. The relaunch brought back a simplified, more focused version of the brand with a smaller product lineup and a different sales model.
That matters because this is not just a simple name change. It is a real reset.
Counter beauty is still true to their mission and their Never List which now includes over 3,300 ingredients that they do not use in their products. It is really impressive to see Counter beauty coming back still so passionate about the mission.
What Happened to Beautycounter?
There is a lot of noise and mixed rumors about what exactly happened, but the short story is that Beautycounter shut down in 2024 after financial trouble. It was sudden and unexpected for so many. At first it was unknown if the brand would come back at all.
Later, Gregg Renfrew, the original founder of Beautycounter, reacquired the brand and brought it back as Counter which is truly incredible!
For shoppers, the big questions are:
- Is Counter the same as Beautycounter?
- Did the brand start over?
- What changed in the relaunch?
The short answer is that Counter is a reworked version of the old brand. Many of the same clean beauty ideas such as brand transparency which is my favorite are still there, but the structure, product selection, and shopping experience are different.
I was certainly skeptical when the new brand Counter beauty launched and although it is different, I definitely still believe in the products and the company so much. This is a brand you can trust.
What Changed in the Counter Relaunch?
The Counter beauty relaunch is more limited and more focused than the old Beautycounter brand.
Here is what changed:
- The product lineup is smaller.
- The brand is no longer using the old team-building structure.
- The shopping model is more direct with brand partner affiliates.
- Some old favorites returned. And some are still expected to return eventually!
- Not every Beautycounter product came back.
- The brand is rolling out in a more curated way.
If you are a returning customer, think of Counter as a slimmer version of what Beautycounter used to be. Many of your favorites are available as well as some newbies such as the Counterglow line which is amazing for hydration, glow, and the “I woke up like this” plump we all love to see.
Is Counter Still MLM-Adjacent?
This is one of the biggest questions people seem to have when it comes to where to buy Counter beauty products.
The old Beautycounter model was often seen as MLM-adjacent because of its consultant-style selling structure. Counter has changed that setup with the new brand model.
Today, Counter uses Brand Partners who can share products and earn commission through sales links. There aren’t any teams. It is more of a direct / affiliate model which is really nice because you still get the personal care from a brand partner who can check in with you and make sure you are loving your purchase.
For customers, this means:
- you can still get personal product guidance
- you do not have to join anything to shop
- there is no old-style downline structure
- buying through a Brand Partner is optional
What Products Are Available at Counter Right Now?
Counter launched with a limited product selection.
The current lineup includes a curated mix of skincare and makeup, with some returning favorites and some newer or updated items. The brand is not offering the huge assortment that Beautycounter once had.
In general, you should expect:
- a smaller collection
- fewer categories than before
- some former bestsellers
- a focus on everyday essentials
- a more edited shopping experience
If you are looking for a very specific old product, it may not be back yet but it could be coming. I’ve been hearing there are lots of exciting launches on the horizon.
What’s new with Counter beauty?
The first round of the launch of Counter included about 20ish products which includes many of the tried and true favorites such as the Vitamin C Serum, Dew Skin Tinted Moisturizer, and the Countertime Skincare routine!
More products, potentially some old favorites, and some new ones are expected to show up on the scene in the coming months.
There are two completely new products, the Counterglow Silky Skin Cleanser and the Counterglow Hyaluronic Moisture Mist that did not exist with the former company and they are both fabulous! I have literally been looking forward to washing my face in the morning ever since I received these two products just a few weeks ago.
The Counterglow Silky Skin Cleanser is the perfect consistency with gentle exfoliation while feeling so nourishing on your skin. It definitely lives up to its name because my skin feels silky, refreshed, and oh so clean after using it. This has quickly become my go to cleanser.
You are sure to absolutely love the Counterglow Silky Skin Cleanser.
The Counterglow Hyaluronic Moisture Mist just launched as well and I am convinced it is THE skincare product of the Summer! I have not found another product on the market quite like it and Beautycounter did not have anything like this previously.
It is hard to explain how much I love this mist! It is refreshing, lightweight, fast absorbing and makes my skin feel and look SO good! You can use it as a toner and a hydrator throughout the day when you just need a little spritz of glow. This is a must have! Your skin will thank you.
Where Should You Start If You Are New to Counter?
If you are new to Counter, do not try to buy everything at once. I mean, you can if you want to of course, but there’s no need to lose your mind trying to switch to safer products. Progress over perfection!
The best way to start is with one or two everyday products.
Best first purchase
Start with a cleanser or serum.
Best cleanser
A cleanser is a simple way to test the brand without committing to a full routine.
I love both the Countertime Cleansing Oil and the Counterglow Silky Skin Cleanser. It’s really all about if you like a cleansing oil or a more creamy cleanser.
Best serum
A serum is a good choice if you want something more targeted for hydration, glow, or skin support. I highly recommend the Counter Vitamin C Serum. It is just SO good for protecting your skin, reducing sun spots, and adding that overall radiance and brightness.
Best makeup product to try first
A tinted base or complexion product is often the easiest way to test how the formulas feel and wear.
The Counter Dew Skin Tinted Moisturizer is my go to for easy, everyday coverage that includes SPF!
How Does Counter Compare to Old Beautycounter?
If you used Beautycounter before, Counter may feel familiar, but not completely identical.
Here is how they compare:
| Old Beautycounter | New Counter |
|---|---|
| Larger product line | Smaller product line |
| Team-building structure | More direct selling model |
| Broader assortment | More curated assortment |
| Original branding | Refreshed brand identity |
| Many old favorites | Only some favorites returned |
The biggest difference is that Counter feels more focused which is certainly a plus if you like simple choices!
Counter Loyalty Rewards
You may remember from Beautycounter that they had a program called Band of Beauty. Counter now has loyalty rewards. The loyalist program gets you $15.00 in product credit for every $200.00 spent, a birthday surprise, and exclusive access to other promotions and launches.
Also, all orders over $50.00 ship free, too!
Counter Beauty is here!
It is an exciting time with the reimagined brand of Counter beauty, Counterglow, and many of the old favorites! This is just the beginning of the new brand and there are sure to be lots of fun things to come throughout the Summer of 2026 and into 2027. No more wondering where to buy Counter beauty products as they have returned! If you’d like to keep in touch and stay in the know about all of the upcoming announcements, be sure to jump on my e-mail list so I can keep in you the loop. Thanks for reading and happy shopping! 🙂
