Reflecting on Hawai‘i and the Beautycounter Mission

Reflecting on Hawai‘i and the Beautycounter Mission

Currently, many of our Brand Advocates are in the midst of earning our first-ever incentive trip to Hawaiʻi, and we can’t wait to experience the magical island of Oʻahu together at the Four Seasons Resort O‘ahu at Ko Olina (pictured above). While we look forward to soaking up the sun and enjoying Hawaiʻi’s pristine beaches with you, we want to take a moment to touch on why this trip is important to our mission—keeping safety, sustainability, advocacy, and giving at the heart of everything we do. 


Our hearts go out to the many individuals, families, and businesses that have been impacted by the Maui wildfires. As one of the deadliest wildfires in recorded U.S. history, the fires have devastated the island of Maui, claiming over 100 lives and leaving thousands of locals displaced. Beautycounter is working with trusted nonprofits providing on-the-ground support to victims to donate thousands of hygiene products, including soap, deodorant, and hand sanitizer. If you are interested in personally helping with relief efforts, we encourage you to visit to find a list of nonprofit organizations endorsed by Maui County government. 


In 2018, Hawaiʻi became the first state in the U.S. to ban the sale of sunscreen containing the coral-harming chemicals oxybenzone and octinoxate, ushering in a new era of coral-reef-safe sunscreen. Beautycounter was proud to advocate for the passage of the Hawaiʻi “Safer Sunscreen” bill by working with bipartisan lawmakers and submitting letters of support to the legislature and Governor Ige. While the passage of the Safer Sunscreen bill marked a significant victory for the industry, we know our advocacy work doesn’t end there. Our team continues to monitor key legislative developments in Hawaiʻi.  

Safety + Efficacy 

As the leader in clean, we released our Countersun line which is both safe for you and our oceans. Formulated with non-nano zinc oxide (never oxybenzone or octinoxate), our reef-friendly formulations provide an effective shield from UVA and UVB, while being gentle on the skin.  


At Beautycounter, sustainability means supporting the health of the environment and people through our business practices and partnerships. On Oʻahu, Beautycounter is coordinating with local conservation groups to integrate educational moments and a community service activity into our itinerary. We’ll also offset the carbon emissions from the travel of all incentive trip earners and staff. We encourage everyone to consider flying economy class and nonstop (or fewer flights where possible) to minimize the impact of our travel. 

Want to learn more about the incentive trip? Head to