Beautycounter
Beautycounter's Overview
Beautycounter is a pioneering American brand in the clean beauty movement, founded in 2013 by Gregg Renfrew. Its mission has been to get safer products into the hands of everyone, advocating for stricter regulations in the cosmetics industry and formulating products without its extensive 'Never List™' of harmful or questionable ingredients. The company operated as a B Corporation, emphasizing transparency and sustainability. In April 2024, after a period of ownership by Counter Brands, LLC (an entity affiliated with The Carlyle Group), founder Gregg Renfrew re-acquired the company. Shortly thereafter, in May 2024, it was announced that The Avon Company would acquire Beautycounter's assets, intending to continue the brand's mission and operations, particularly in the US and Canadian markets.
Where is Beautycounter's Headquarters?
HQ Function
Historically served as the central hub for Beautycounter's corporate operations, product development, marketing, brand strategy, and consultant support. Its current operational status under new ownership is subject to transition.
Notable Features:
The Santa Monica office was known for its modern, open design reflecting the brand's transparent and collaborative ethos, often situated in a prime location indicative of its connection to the wellness-focused California lifestyle. It was designed to be an inspiring space for employees.
Work Culture:
Beautycounter historically fostered a mission-driven work culture, deeply rooted in its advocacy for cleaner, safer beauty. Employees were often passionate about the company's B Corp status and its commitment to social and environmental responsibility. The environment was described as collaborative, fast-paced, and dedicated to making a positive impact. Recent restructuring in 2024 has significantly altered the operational structure and employee base.
HQ Significance:
The Santa Monica headquarters was the birthplace and nerve center of Beautycounter's growth, symbolizing its leadership in the clean beauty space and its commitment to changing the industry from within a key US innovation hub.
Values Reflected in HQ: The headquarters aimed to embody Beautycounter's core values: transparency in its design, health and safety through its product-first mission, and community through its collaborative spaces. Sustainability efforts were also a key consideration in its operations.
Location:
Beautycounter has primarily focused its operations and sales within the United States and Canada. These markets are set to continue under The Avon Company following the May 2024 asset acquisition. Historically, global functions supported from its North American base included e-commerce, marketing, a network of independent consultants, and distribution. Information regarding other distinct international offices is limited as operations were largely centralized in North America.
Street Address:
1733 Ocean Ave
City:
Santa Monica
State/Province:
CA
Country:
USA
Beautycounter's Global Presence
Buying Intent Signals for Beautycounter
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Executive Team of Beautycounter
As of April 2025, Beautycounter' leadership includes:
Investors of Beautycounter
Beautycounter has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
The past year at Beautycounter has been marked by significant executive changes, including the departure of CEO Marc Rey, an interim CEO appointment, the re-acquisition of the company by founder Gregg Renfrew, and a subsequent asset sale to The Avon Company, leading to a major restructuring of its leadership and workforce.
Departures
New Appointments:
Technology (Tech Stack) used by Beautycounter
Discover the tools Beautycounter uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Beautycounter Email Formats and Examples
Historically, Beautycounter likely utilized common corporate email formats such as [first].[last]@beautycounter.com or [first_initial][last]@beautycounter.com. Following the company's restructuring in April-May 2024 and asset sale to The Avon Company, previous employee email addresses may no longer be active. Email formats for the brand under new ownership may conform to The Avon Company's standards or be re-established.
[first].[last]@beautycounter.com
Format
example.person@beautycounter.com
Example
50%
Success rate
News and media
Beauty Independent • May 9, 2024
The Avon Company Acquires Beautycounter Assets Out Of Foreclosure Alternative
The Avon Company has acquired the assets of Beautycounter. This move comes after Beautycounter faced operational challenges, with founder Gregg Renfrew having recently bought back the company's brand before this asset sale. Avon plans to manage Beautycounter's operations and continue its mission in the US and Canadian markets....more
WWD (Women's Wear Daily) • April 18, 2024
Gregg Renfrew Buys Back Beautycounter as Business Is Set to Close
Beautycounter founder Gregg Renfrew has repurchased the clean beauty brand from private equity firm Carlyle. This occurred as the company, then known as Counter Brands LLC, informed its consultants it would cease selling and effectively close. Renfrew aims to rebuild and steer the brand towards a new, more sustainable future....more
Cosmetics Business • January 9, 2024
Shiseido Americas appoints former Beautycounter CEO Marc Rey as new boss
Marc Rey, who previously served as CEO of Beautycounter, was appointed as the President and CEO of Shiseido Americas. His tenure at Beautycounter concluded in late 2023....more
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