Since its launch in 2013, the US-based Beautycounter has been in demand on our side of the border by women seeking products that were high-quality, effective, and free-from all the toxins, preservatives, and harmful ingredients found in a majority of favoured beauty brands. In 2019, founder Gregg Renfrew announced the launch of Beautycounter Canada and as such, we were delighted to be able to order direct without cross-border fees and shipping delays!
The Entrepreneur Behind BeautyCounter
In 2011, Gregg was shocked to discover that the US only bans 30 ingredients for use in self-care, compared to the whopping 1,400 banned in the EU. Wanting more reliable and natural products for both her and her kids, she launched the business out of Santa Monica, with hopes to revolutionize the standards of clean beauty. In addition to creating new formulations for high-performing natural skincare and makeup, Gregg fought back against laws allowing the use of unsafe ingredients.
Formulate, Advocate, & Educate
Beautycounter’s motto: Formulate, Advocate, & Educate is the essence of the brand and the key for creating the best-quality clean beauty products. Powered by nature and people, their collective mission is to make safer products available to everyone. The principle of giving back is also a focus of the company. In addition to giving to individuals and communities through safer products and advocacy, they are committed to giving back to the planet as well. As B Corp Certified, they exercise responsible sourcing, use sustainable packaging and support green initiatives – all for the planet and the people in it. Learn more about their giving initiatives and how you can partner here.
Setting the Cleanest Standards in Beauty
Think Big All-in-One Mascara
Achieve ultimate lift, length, and volume with this long-wear clean mascara. Featuring provitamin B5, rice bran, calendula, and carnauba waxes, this buildable and voluminous mascara is a lash lover’s dream. This all-natural ingredient base partners with tripeptide technology to support stronger and longer lashes – over 93% of users saw a noticeable change. The soft and moulded brush makes for easy application and ensures a smudge-proof experience. Go ahead, think big!
Glow First Priming Serum
This is the glow you have been waiting for! The effective gel serum improved the complexion while serving as a long-lasting makeup primer. Developed with microdroplet technology, this do-all serum hydrates and plumps the skin. Jojoba bubbles burst during the application, giving you an instant glow – the results of deep hydration and the soon to be seen smoothing effects. Jojoba esters produce natural oils on the skin without a greasy feel, while the sustainably-sourced mica gives it the shimmer.
This product is clinically proven to improve skin texture, radiance, and dark spots, with over 94% of users saying their skin was noticeably smoother with the minimized appearance of pores. Whether you wear it alone or under makeup, this is a perfect way to prime your skin for the day. We tried it and loved it through all the crazy weather we experienced this past week – sun, rain, wind, and the ever-present humidity!
Find these products available for purchase on the Beautycounter website.
Author Profile
- Gio showcases and shines spotlights on Canadian brands and women-led businesses that promote sustainable lifestyles through innovative products and offerings.
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