Unlock Radiant Skin and Pure Confidence: 13 Game-Changing Organic Makeup Brands You’ve Never Heard Of—But Need to Try Now!
Ever paused mid-application of your sunscreen or lotion and wondered—wait, am I really slathering on a cocktail of mystery chemicals? I mean, if you were like me, you probably assumed we were covered by strict rules in this great land of ours, right? Turns out, not quite. Gregg Renfre, the no-nonsense founder of Counter, opened my eyes—and probably yours too—to a personal care landscape that’s a lot murkier than it should be. Imagine a skincare brand so fed up with the lax safety zone in beauty products that it draws a hard line, banning over 1,500 suspicious ingredients from its formulations. That’s Counter for you: a Santa Monica-based trailblazer pushing clean beauty standards, transparency, AND sustainable packaging, all while rocking Certified B Corp creds. Intrigued? You should be—because it’s about time we demanded more from what we put on our skin. LEARN MORE
Counter founder Gregg Renfre doesn’t mince words. “As I applied sunscreen, lotion, and any number of beauty products on myself and my kids, I never thought for a second they might not be safe: After all, I thought, we live in a country that regulates everything,” she explains. “But I learned that when it comes to the personal care industry, that’s simply not the case. Companies are allowed to use harmful ingredients and make their own judgments about safety.”
Enter Renfre’s Counter, a Santa Monica-based brand that has created its own high standards in pursuit of clean beauty, with more than 1,500 questionable ingredients never used in its formulations. The brand, a Certified B Corporation, also advocates for stricter guidelines and regulations to shift the personal-care industry away from using harmful ingredients. (With the brand’s commitment to transparency, it’s also working with How2Recycle and other packaging industry experts to formulate, educate, and advocate for more sustainable packaging.)
Counter’s Lined & Primed Lip Defining Pencil can be worn alone or with your go-to gloss or lipstick for extra definition.
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