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How Beautycounter Is Countering The Beauty Industry

The United States has not passed a major federal law to regulate the safety of ingredients used in personal care products since 1938. But this hasn’t stopped Beautycounter CEO Gregg Renfrew from self-regulating her line of beauty and skincare products to provide safer skincare for all.

Beautycounter is a line of skincare and beauty products made without the use of 1,500 questionable or harmful chemicals, or what the brand has deemed its “Never List.” The company, which will turn 5 years old in March, was born out of Renfrew’s realization that there just were just not safe skin and beauty products on the market that also delivered performance. SHOP BEAUTYCOUNTER ONLINE

But unlike many other “organic/non-GMO/paraben free/etc” products on the market, the Beautycounter difference is the rigorous testing performed to ensure the products perform as well as other luxe skincare, shampoos, lipsticks or oils on the market. 

Every single ingredient that goes into Beautycounter products is screened for safety. And this means looking for specific research on cancer, developmental toxicity, hormone disruption and more. The Beautycounter team accesses government bodies, non-profit health organizations, academia and industry sources to verify its research. The group will even commission its own research studies when not able to access adequate information to draw conclusions about ingredient safety. 

Not surprisingly, Beautycounter sources from sustainable, non-GMO suppliers. And wherever possible, the company tries to support the U.S. economy. 


  • Due in part to lobbying by Beautycounter staff, the number of banned cosmetic ingredients in the United States has grown from 11 to 30 over the past five years. 
  • Beautycounter is the only company in the industry with no heavy metals in its cosmetics. 
  • 80% of Beautycounter ingredients are organic. All other ingredients are researched and verified to be safe. 
  • Beautycounter product labels identify EVERY formula ingredient, while other brands simply note “fragrance” or “flavor” without noting the component makeup. 
  • CEO Gregg Renfrew established The Wedding List in the United States, which was later acquired by Martha Stewart in 2001, making it the first acquisition under the Martha Stewart Living brand.


For Pure On Main, the relationship with Beautycounter was a natural fit. A wellness center dedicated to helping clients look and feel their best, from the inside out, when Pure On Main Owner Betsy Exton met Beautycounter Consultant Erin Ross, they both saw that they shared the same mission. 

“People come to Pure On Main to be healthier and feel better,” says Ross, now also a Colon Hydrotherapy client of Exton’s. “It’s exciting to see that Pure On Main will now be able to offer safer beauty products as well.” 

Erin’s journey to being a Beautycounter consultant started after losing a close family member to cancer. Wanting to better understand what day-to-day products we come into contact with that have cancer-causing properties, and clean up her lifestyle, she discovered the Beautycounter brand.