Beautycounter Set to Return With New Name and Look

On hiatus for over a year, Beautycounter is making its comeback.

The makeup and skincare brand’s relaunch is slated for June 25 after it was purchased by founder Gregg Renfrew out of foreclosure in April 2024 with investors from the firm G2G. Renamed Counter, the beauty label will have a new design with updated formulations on original best-selling products. While details on its business model remain scarce, the sales structure will take on an updated format called “community commerce,” according to a representative for the brand.

A pioneer in the clean beauty movement, Beautycounter was acquired by private equity firm Carlyle Group in 2021 with a $1 billion valuation. Its sales model included direct selling, e-commerce and retail, but by 2024, it closed after a 2023 launch at Ulta Beauty left its legion of over 60,000 direct sellers disillusioned with the increased competition from a major retailer.

The brand’s return, originally slated for May 2024, will eventually include a lineup of 50 products with new formulations of original best-sellers including its vitamin C serum, Countertime serum and Dew Skin tinted moisturiser.

Counter will not have any retailer partners, but its former seasonal pop-up store in Nantucket will reopen on June 25, according to the representative.

Editor’s note: The article was amended with more details on Beautycounter’s sales channels, including an update that its physical store will be reopening.

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Beautycounter’s Biggest Obstacle to a Relaunch: Its Own Salespeople

In 2021, the pioneering clean beauty brand sold for $1 billion. Three years later, it was bought out of foreclosure by its founder, without a clear timeline for relaunching.