The Clean Beauty Brand You've Been Waiting For
Beautycounter is a company devoted to progress. Their mission? To get safe products into the hands of everyone. Founder Gregg Renfrew told The New York Times, "We’re hoping to create a situation where people don’t need to read our labels because we’re telling you the truth and trying to make you an informed consumer. We believe we have the strictest ingredient selection process in the country." That sounds fab because it will save me a lot of time, and probably my eyesight.
Help us put truth back in beauty.
There are more than 80,000 chemicals on the market today. Many don't have any safety data and this is particularly true of those used in the skin care and beauty industry. The European Union has spent the past two decades banning or restricting more than 1,300 ingredients; the US has only banned 11 to date. To be sure, the United States has not passed a federal law to regulate the ingredients used in personal care products since 1938. Beautycounter has banned more than 1,500 ingredients from ever even making it into the formulation of their luxe, yet utilitarian line of products.
In a baller move I haven't seen (even among clean beauty brands), Beautycounter includes the Environmental Working Group’s Skin Deep Index rating along side each of their products. This is both efficient and transparent and should be the new standard. You hear me, beauty brands?
In fact, Beautycounter is so dedicated to informing consumers, they made this handy list for you to download and check while you're shopping other brands (as these ingredients will never be in their products). You can download a set here or save the one above to someplace you can easily access it. I'm saving a copy to my Evernote and Pinterest accounts. That way, I don't even need to use paper.
Shop with confidence.
Consumers can purchase products through a network of "consultants" or directly from the website. Using the Avon model, Beautycounter urges women to make a living for themselves while raising awareness about potentially harmful ingredients. But don't expect a crunchy granola experience. The site is beautiful and bright, as well as informative. Ms. Renfrew has said that she "wanted that stylish, high-fashion feel.”
Beautycounter is part of the Safe Cosmetics Business Network, and is a B Corporation working with three trusted nonprofits. Becoming a member is optional, but joining gives you perks like free shipping and shopping new products early. And the $10 annual membership fee can be donated to one of the three nonprofits they support: The Environmental Working Group (EWG), The Breast Cancer Fund, or Healthy Child Healthy World. Beautycounter is also a CarbonFree partner of Carbonfung.org, where they offset their carbon and pledge to keep their environmental footprint small.
Clean products, information, transparency, and charity. Like I said, the beauty brand you've been waiting for.
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