Beautycounter is an American multi-level marketing skin care and cosmetics brand. As of 2016, the company had 100 products with over 25,000 independent consultants.
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History
Beautycounter was founded by Gregg Renfrew in 2013. Renfrew had previously led a business career, working with merchandising executives such as Martha Stewart and Susie Hilfiger. Beautycounter released nine products in March 2013, including facial cleansers, eye creams, and shampoo. The company launched as a direct retail brand and sells through its website, independent consultants and retailer partnerships including J.Crew and the Target. The company partners with Canadian health advocacy organization Environmental Defense. In 2014, Beautycounter's lip sheer in twig was recognized with one of Allure magazine's Best of Beauty awards in 2014, and their dew skin tinted moisturizer was given the award in 2015. Beautycounter became a founding member of the nonprofit Environmental Working Group's verification program, which aims to help make consumer goods that do not contain toxic ingredients easily identifiable for consumers. In 2016, Beautycounter launched its first line of mascara. At its launch, the company donated $100,000 to global nonprofit Girl Effect. Later that year, Allure recognized Beautycounter's Lengthening Mascara as one of its Best of Beauty 2016 products in the natural category. Beautycounter expanded its sales to include Canada in March 2016. In June 2016, Beautycounter acquired the worldwide assets of NUDE Skincare, Inc. and NUDE Brands, Ltd., Ali Hewson's natural beauty line from LVMH. As part of the acquisition, Hewson's husband Bono became an investor in Counter Brands, LLC., Beautycounter's parent company, and Hewson became a board member.
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Legislation
In 2014, Renfrew hired public health and environmental advocate Lindsay Dahl to lead company advocacy and lobbying efforts to reduce harmful chemicals used in the cosmetic industry. The European Union has banned or restricted 1,400 chemicals used in beauty products, and Canada has banned or restricted approximately 600 chemicals, while the US has banned 11. Renfrew and Beautycounter hosted a Congressional Briefing in Washington, D.C. in fall 2015 to bring to light the hidden dangers of currently under-regulated beauty products. In May 2016, Renfrew returned to Washington with a group of 100 women representing all 50 states to discuss the importance of regulation in the beauty industry with senators, representatives and legislative staff.
References
Notes
- Makeup Monday: Hollywood's Go-To Beauty Brand Launches Baby Products
Source of the article : Wikipedia
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