The Counter Beauty Launch 2025 is finally here—with a bold new name, a streamlined product lineup, and a whole lotta glow.
If glowing skin and safe skincare matter to you, you’re going to want to see this.
If you’ve been wondering what happened to Beautycounter or what to expect next, I’ve got you covered.
Beautycounter, the brand that helped define clean beauty has relaunched as Counter, and the first wave of safer, high-performing products is officially available.
Let me walk you through some of what’s new, what I ordered, and how to shop in a way that connects us so I can support you with tips, samples, and recommendations.
Curious about the whole transition? I broke it down in Beautycounter Returns as Counter and What’s Going on With Beautycounter.
*This post may contain 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 earn commissions from qualifying purchases made through my links. Please read my full disclosure and affiliate disclosure for more information.
Table of Contents
Why the Counter Beauty Launch 2025 Matters
This relaunch is intentionally small—and honestly, (after I got over my initial surprise) I think I love it.
Gregg Renfrew, the driving force behind it all, shared that 91% of past sales came from just 50 SKUs. So instead of throwing everything back at us all at once, Counter is focusing on fewer products, done better.
Every product in this Phase 1 launch was chosen with care: based on performance, on mission, and on what real customers kept coming back for.
The decisions behind this new line weren’t rushed or random—they were thoughtful, strategic, and rooted in what we actually loved and used.
And let’s be real—I was so relieved to see some of the biggest fan faves come back exactly as they were. That kind of consistency builds trust.
But I’m equally excited about the improvements made to other formulas. From what the product team shared on our calls, these weren’t “change for the sake of change” tweaks. These were smart, targeted upgrades.
The heart behind Beautycounter hasn’t gone anywhere. If anything, it feels even more aligned now—cleaner ingredients, high-performance results, and that same unwavering commitment to transparency and safer beauty.
If you loved Beautycounter, I think you’re going to feel right at home here. And if you’re new here….welcome!
If you’re trying to cut back on toxic ingredients in your routine, this new era of Counter doubles down on the clean beauty promise—with safer formulas that deliver results.
Because what you put on your skin matters. Many conventional products contain ingredients linked to hormone disruption, allergies, and long-term health concerns. I learned this the hard way.
You deserve better—and that’s why I care so much about sharing safer skincare that actually works.
What’s New (and What’s Back)
As part of the Counter Beauty Launch 2025, some of your favorite products are back — and others have been thoughtfully upgraded.
Here’s a peek at some of what launched! There here are more options available once you hop over to the site-including an awesome “Vintage Clean” section with a handful of OG faves in their original packaging making a surprise return!
Counterglow
A complete glow-up of the former Countermatch line—same hydration focus, upgraded (and some new) formulas, and new names:
- Counterglow Silky Skin Cleanser – hyaluronic acid that clings to skin after rinsing
- Counterglow Hyaluronic Moisture Mist – a micro-fine spray that even sets makeup
- Counterglow Tri-luronic Hydrating Serum – bouncy hydration using three types of hyaluronic acid
This line is deal for dry or glow-hungry skin—though honestly, anyone can use it.
Countertime
Age-intelligent skincare for dry or mature skin. This is one of my favorite lines for mature skin—and the ingredients speak for themselves.
- Same nourishing formulas you loved
- With a glow-up to the serum: → Retinatural+ Advanced Super Serum
- Now with 3 plant-based retinol alternatives
- and naturally-derived food-grade B-12 (that’s why it’s that cool pink color!)
- (Psst: this one wasn’t available during prelaunch, but it’s next on my list.)
Returning Fan Faves
- All Bright Vitamin C Serum
- Lotus Glow Cleansing Balm
- Clear Pore Cleanser
- Countersun Daily Sheer Defense For Face SPF 25
- Some OG Vintage Clean Products in original packaging
- and more…
Makeup Capsule
Just a few skin-first essentials made the cut in this first phase:
Want to be the first to hear about new product releases, exclusive tips, and my best clean beauty & non-toxic wellness advice?
What I Ordered (and Why)
I placed my order during the Brand Partner prelaunch—and here’s what made it into my cart:
- Counterglow Hyaluronic Moisture Mist – a microfine spritz you can use over makeup? Yes, please.
- Counterglow Silky Skin Cleanser – for that plump, healthy glow
- All Bright Vitamin C Serum – I’ve really missed this one
- Clear Pore Cleanser + Countertime Ultra Renewal Eye Cream – old faves I had to restock
Nope, I don’t have them in hand yet—but I didn’t want to wait. If something’s calling your name, you might not want to either.
The Retinatural+ Advanced Super Serum wasn’t available during prelaunch, but it’s next on my list.
How to Shop with Me and Get the Most
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.
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.
This lets me follow up with helpful product pairings, recommendations, and even surprise samples tailored just for you.
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.
Final Thoughts
This launch isn’t about more—it’s about better.
And I’d be honored to help you find your fit.
I’d be so grateful if you used my link.
Thank you for supporting my small business and allowing me to continue sharing clean beauty tips and personalized support with you. 💛
What are you excited about…or hope is coming back in the next phase?
