If you’ve been wondering what’s happening with Beautycounter, I’ve got news. Big Beautycounter news.
After a long stretch of silence, uncertainty, and so many unanswered questions, we finally have a clear picture.
And a new beginning. Beautycounter is coming back! Yes!
Beautycounter returns as Counter–this summer!! Read on for all the details.
Update as of June 27, 2025: Counter Is Officially Open!
Beautycounter has officially relaunched as Counter—and with it, a new name, new website, and a streamlined product lineup focused on safer, high-performing skincare.
If you’ve landed on this post and noticed some old links that no longer work, that’s why! I’ve removed or disabled the broken Beautycounter links below to make your experience smoother.
Looking for the updated product lineup?
I break down all the newness (and what’s stayed the same) in this post: Counter Beauty Launch 2025: What You Need to Know.
Want to shop the new Counter site?
You’re in the right place. Scroll down for how to shop with me—including how to earn Loyalty Rewards, where to click to make sure you’re connected to me, and what to do if something didn’t go quite right.
Thanks for being here! Every time you shop through me, it supports the mission I care so deeply about. I can’t thank you enough–I’m truly grateful.
How to Shop the Counter Relaunch with Me (Updated 6/27/2025)
There has been a few small hiccups in the Counter ordeing process, and these tips will help you nevigate the confusion.
Because this is a brand-new site and company, it’s important to click my specific link for your order to be connected to me:
👉 Click the button to shop with me 👇🏼
🔖 Bookmark this link on desktop and mobile for future purchases.
*This post contains affiliate links, which means I may receive a commission if you purchase through my links (at no extra cost to you). As a Counter Brand Partner, I may earn commissions from qualifying purchases made through my links. Please read my full disclosure and Affiliate Disclosure for more information.
In order to stay connected as my customer—and so I can continue to help you if anything comes up—you’ll need to click one of my links each time you shop (or bookmark it for easy).
When you click my link to shop, make sure you see “Shopping with Tina Pilotte”—this may appear at the top of the page or at the very bottom during checkout in the opt-in section (see image below). This confirms your order is connected to me, so I can support you with personalized tips and samples.
Before completing your purchase, don’t forget to join the Loyalty Rewards program. It’s free and quick to sign up, and it lets you earn credit on this order and future purchases—plus a few extra perks!
Enjoy free shipping on orders $50+—(we asked, Counter listened!)
Please opt-in to share your contact details with me on the checkout page. Your info is safe with me—I’ll never share it with anyone.
Why it matters: When we’re connected, I can offer you personalized support, glow-boosting recommendations, and targeted samples that actually fit your skin and goals. 💛
If you have any questions or want help figuring out what’s right for your skin, just send me a message—I’m here for you every step of the way.
Thank you for supporting my small business Your order truly makes a difference—and I’m so grateful to be someone you trust for safer, cleaner beauty that supports your health.
Table of Contents
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Why Beautycounter Shut Down—and What’s Next for Clean Beauty
Gregg Renfrew, the powerhouse who started it all, held a virtual town hall recently to tell us what really happened, what’s next, and why this movement isn’t over.
In fact, it’s just getting started again. And I wanted to share the heart of that message with you.
If you haven’t read my original blog post about what happened when Beautycounter shut down, I walk through the whole timeline—from the sudden foreclosure to the relaunch.
You can read it here: 👉 What’s Going on With Beautycounter?
During the brand’s pause, a few limited-time sales kept the momentum going. I covered the In-Between Sale and the Black Friday In-Between Sale, if you’re curious about what was offered.
This post is more about what’s ahead—and why I’m hopeful.
A Year of Silence, a Moment of Truth
Gregg began by acknowledging the rollercoaster we’ve all been on. The silence, sadness, pain, and frustration.
She felt all of those feelings along with us.
She explained that when she returned as CEO under the Carlyle Group in February 2024, she didn’t fully understand how broken the business was. That, in essence, it was already too late.
Beautycounter wasn’t just struggling. It was facing foreclosure, with debts it couldn’t pay.
She also shared that she didn’t choose to stay quiet. She was legally prevented from sharing what was happening.
Then came the twist we knew a bit about—but not the full story.
We already knew that Gregg bought the business back–but she shared just how close it was to losing it all.
Just four days before everything would be liquidated, the bank reached out to see if she wanted to buy the business herself.
She shared that it wasn’t a simple or easy decision. But with support from a small group of trusted investors—and encouragement from her family—she ultimately said yes.
And while we’d heard before that she purchased the assets of the company (not the full business as it stood), she added more context to what that really meant.
It wasn’t just a restart. What she and her team quickly realized was that the business itself couldn’t be salvaged in its current form.
So instead of trying hopelessly to patch it together, they shut it all down. And then Gregg took some time to reflect and “reimagine everything.”
And that was the beginning of something new.
This isn’t going to be a ‘rinse and repeat’ of what was.
It’s the reimagining of what this mission needs to be going forward.
Beautycounter Relaunches as Counter
The company is coming back under a new name: Counter.
Why the change? The original name, Beautycounter, was all about going counter to the beauty industry.
While we all loved “Beautycounter,” it seems the word “beauty” doesn’t fully capture what the full scope of the movement is about anymore. Maybe it never did.
As Gregg shared, the mission is bigger than beauty. It’s about challenging broken systems across industries—and creating something better.
Here’s how she described it:
Clean is not removing a couple of chemicals and calling it a day. Clean is hard work.
That hit me hard. Because we’ve seen what happens when companies water down “clean” into just another meaningless buzzword or marketing term.
Counter isn’t here to play that game. It’s here to redefine clean.
The goal? It’s not just to return as the OG of Clean Beauty. It’s to lead the next generation of clean—not just in beauty, but in advocacy, business, and leadership.
For a deep dive into what “clean beauty” really entails (and why those buzzwords often fall flat), see this post: What is Clean Beauty 101.
What’s staying the same:
- The mission: safer products, advocating for systemic change, and protecting human health
- The commitment: to transparency, high standards, and performance
- Empowering women emotionally and economically, uplifting lives through opportunity
What’s New with Counter by Beautycounter?
So, what’s evolving?
- The name: Counter more strongly reflects what this movement has always done—challenge the status quo
- The product line: Expect top-performing favorites (like those serums and moisturizers we all love!) plus a few fresh additions and renovations.
Think: “Fewer products, done well. Beauty done better.” (Another quote from Gregg.)
P.S. If you’re debating your skincare routine, check out my review of the Countertime line for mature skin. - The vision: To lead by example, redefining clean in an industry full of greenwashing
Clean Beauty Is Back: Why I’m Excited for Counter
Having been personally harmed by toxins in so-called “clean” products, I’ve always aligned deeply with Beautycounter’s mission.
It’s why I became an advocate—not just for sales, but for safety, education, and real change.
Hearing Gregg reaffirm that clean is hard work, not just clever marketing, really hit home.
She reminded us why this matters:
I feel an enormous sense of responsibility, because if one less person gets ill, if one more baby is born without IVF…then we’ve done great work.
That vision of healthier lives and families drives everything I do. It’s why I share so much about ingredients in our products.
And hearing her say that women are still at the heart of this mission? That it’s still about people, not just products? That matters.
To see a brand willing to start over—not just in name, but in a deeper purpose—that’s rare. And powerful.
So What’s Next?
Counter officially launches on June 25, 2025. 🙌🏼 I know we’re all craving more product details!
I’m just as excited as you are—and I’m expecting to have news to share soon.
Sign up below to be the first to get exclusive product peeks, launch updates, and clean beauty insights.
If you’ve ever loved Beautycounter—or if you’re just curious about what this next-generation clean beauty brand will offer—stay close.
Get the Latest on Counter’s Clean Beauty Launch
Join my email list for product peeks, clean beauty tips, and news on Counter’s June 2025 debut and beyond.
This isn’t about going back. It’s about building forward.
With more clarity, more courage, and the same conviction that clean can change lives.
Here’s my shopping link once again: SHOP COUNTER WITH TINA PILOTTE
Don’t forget to 📌for later! ⬇
