Key Takeaways
- Beautycounter is rebranding as Counter, set to launch on June 25, focusing on a streamlined product line.
- The company aims to engage women over 35 while emphasizing community-based commerce and direct retail.
- Counter retains its commitment to clean beauty standards while advocating for industry regulations.
Rebranding and Product Focus
After purchasing Beautycounter out of bankruptcy, founder Gregg Renfrew is set to relaunch the brand as Counter on June 25. The new approach simplifies the product assortment from 245 to around 50 items, concentrating on skincare and makeup, while fragrance is temporarily shelved. Renfrew acknowledges the rise of clean beauty since Beautycounter’s inception in 2013 and insists that Counter will earn its market position “with respect and with a high level of humility.”
The approach, dubbed a soft launch, precedes a major rollout planned for fall. Renfrew aimed for a 2024 debut initially but accelerated the timeline following productive developments by September 2022. She is focused on applying lessons learned from the past to avoid repeating previous mistakes, including mending relationships with supply chain partners affected by the company’s prior inventory issues.
Name Significance and Commitment to Clean Beauty
The name Counter signifies both a respect for the brand’s history and a new direction. “Counter to industry norms” reflects the brand’s ethos of challenging traditional business practices. Despite the rebranding, Counter remains dedicated to clean beauty, adhering to its “Never List” of harmful ingredients while advocating for standards in the beauty industry.
Renfrew, previously a vocal advocate for cosmetics regulations, states that Counter’s mission includes education on quality standards amid varying definitions of clean beauty. “All clean is not created equally,” she emphasizes, aiming to set new benchmarks within the sector.
Community Engagement and Retail Plans
Beautycounter historically relied on a direct-sales network with around 60,000 consultants. Although past collaborations with major retailers like Target and Ulta were successful, Renfrew has no immediate plans for large retail partnerships. Instead, Counter will prioritize its own physical stores, having opened one in Nantucket, Massachusetts, with expectations to expand.
Counter defines its sales representatives as “brand partners,” distinct from the term “consultants.” Following Beautycounter’s bankruptcy, many consultants lost their incomes, prompting a shift in how the company engages with them. Renfrew expresses enthusiasm for a “community-based commerce” model, which has begun attracting former Beautycounter employees, making up 75-80% of Counter’s team.
As Counter prepares for its launch, Renfrew feels energized and proud of the new direction, emphasizing a fresh start and a commitment to growth and quality in the beauty industry.
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