Celebrating Hispanic Heritage Month Through Safer Beauty

Celebrating Hispanic Heritage Month Through Safer Beauty

From September 15 through October 15 (and beyond), we at Beautycounter celebrate Hispanic Heritage Month by honoring the diversity of the Hispanic and Latinx communities. And part of honoring this community means uplifting through action. 

Our mission has always been to get safer products into the hands of everyone. The Latinx/Hispanic community among other BIPOC suffer from exposure to a disproportionally higher toxic load as it relates to beauty and personal-care products. Here are some ways we are taking action. 

With the help of our Science Advisory Council (our in-house team of academic researchers and scientists), we make sure we are considering vulnerable groups—including communities of color—when making decisions related to the safety of our products.  

  • A recent study1 that included 100 Latina teenagers, conducted by UC Berkeley’s Dr. Kim Harley (also a member of our Science Advisory Council), showed that when this group switched to cleaner cosmetics (without phthalates, parabens, triclosan, or oxybenzone) for just three days, they had a 25-45% drop in the levels of these four chemicals in their bodies.   
  • We helped pass the Cleaning Products Right to Know Act and the Safer Salon Bill, which protect salon professionals, hotel workers, and maintenance staff by providing them with information to make safer choices.   
  • We held two high-profile Congressional briefings, sponsored by the Congressional Hispanic and Black Caucuses, calling attention to the disparate effects of harmful ingredients on people of color.  
  • Beautycounter helped pass two bills in California that remove some of the most dangerous ingredients from personal-care products, and promote more transparency for fragrance ingredients, which can be linked to cancer and hormone disruption.   
  • Currently, Beautycounter is supporting federal legislation that requires the FDA to examine the effects of ingredients with a lens towards impact on vulnerable populations.   


For us, education is fundamental for our #betterbeauty movement to succeed, and that’s why we prioritize Consultant programs that help raise awareness within their network and communities.   

We recognize that we have an opportunity to further diversify the 50,000+ strong Consultant base that supports us in our mission to get safer products into the hands of everyone. Through Mi Comunidad: Legacy Circle, one of our Consultant programs, we help develop leaders to be agents of change for the beauty industry. These programs include trainings, community webinars, newsletters and events held in English and Spanish, and the opportunity to engage on social media using our hashtag #Somosbeautycounter.   

“To be a Latina, for me, is to be passionate and resilient. To be loud about my values. To feel free to speak Spanish without hesitation. To bring Puerto Rican culture everywhere I go. My culture represents hard work and I celebrate it every day. I’m proud to have partnered with Beautycounter, because they are setting the bar in the beauty industry—of going beyond clean—and that means creating a safer future for all.”—Dhlama M., Sr. Manager Consultant 


Over at HQ, our commitment to inclusivity goes beyond Hispanic Heritage Month. Last year we were excited to announce our partnership with Hispanic Association for Corporate Responsibility (HACR) Leadership Pipeline Program (LPP). This partnership was a two-day virtual experience for Hispanic/Latinx managers who aspire to accelerate into executive roles. We are always looking for opportunities to elevate and support our Associates.  

“As a proud Latina and lead of Voces, our Latinx/Hispanic Associate Resource Group, I love that Beautycounter is invested in DE&I (Diversity, Equity, and Inclusion) and the future Leadership development of our Associates. It’s important that we continue to stay committed to this very important work and ever-evolving DE&I journey.” —Jenny A., Senior Director of DE&I 

1 https://cerch.berkeley.edu/research-programs/hermosa-study 

Transparency In Action: More About Heavy Metals in Color Cosmetics

Transparency In Action: More About Heavy Metals in Color Cosmetics

As we’ve previously shared, the raw materials we use in our formulations continue to be a cornerstone of our precautionary approach to formulating safer, high-performance products.

Heavy metals are naturally occurring elements (arsenic, cadmium, lead, etc.). They are plentiful within the earth and can sometimes mix with raw materials that are used in color cosmetics, like clays and micas.

Heavy metals can be potentially harmful to our health depending on various factors, such as the extent and timing of exposure, in addition to other factors. Unfortunately, they can appear in beauty products like color cosmetics that can contain mined ingredients—like mica, iron oxides, and titanium dioxide—to help define shades. 

We tackle this issue head-on with a combined approach with our state-of-the art, in-house lab, and third-party validation of various results during the year. Here are our 2021 third-party testing results for some of our most popular products. Stay tuned for our 2022 results!

Table 1. Average Heavy Metals Concentrations and Limits (ppm)

Heavy MetalAverage Beautycounter Concentrations (2020) (ppm)[1]Average Beautycounter Concentrations (2021) (ppm)[2]FDA Regulatory Cosmetic Product Limits (ppm)[3]
Lead (lip)0.20.02510.0 (all products)
Lead (non-lip)0.60.23710.0 (all products)

Beautycounter takes its commitment to clean seriously and is proud of our leadership in the beauty and personal care sector. To learn more about what clean means to Beautycounter, please visit our Blueprint for Clean.

[1] Based on third-party testing data for Beautycounter color cosmetic products made and tested in 2020.

[2] Based on third-party testing data for Beautycounter color cosmetic products made and tested in 2021.

[3] See here: https://www.fda.gov/cosmetics/potential-contaminants-cosmetics/fdas-testing-cosmetics-arsenic-cadmium-chromium-cobalt-lead-mercury-and-nickel-content

[4] All third-party testing resulted in “non-detect” findings for mercury except for one product that yielded a value of 0.001 ppm.

Our Founder Gregg Renfrew’s Letter to Congress Regarding the FDASLA Bill

Our Founder Gregg Renfrew’s Letter to Congress Regarding the FDASLA Bill

Today, an important Senate committee voted on a piece of legislation that would comprehensively update the FDA’s regulation of cosmetic and personal-care products for the first time since 1938. It’s an important step in the right direction—and we’re proposing some changes we believe need to happen before it becomes a law. Read Beautycounter Founder Gregg Renfrew’s letter in full below:

June 6, 2022 

Dear Chair Murray and Ranking Member Burr,  

Beautycounter, the industry-leading clean beauty brand, and our tens of thousands of consultants across the country commend the Chair and Ranking Member for your bipartisan leadership seeking to modernize Food and Drug Administration regulations in the Food and Drug Administration Safety and Landmark Advancements Act (FDASLA) of 2022.  

We appreciate your recognition of this urgent need; however, there are several areas in which we hope you will strengthen the bill to protect consumers, raise standards in the beauty industry, and recognize the rights of states to guard their citizens’ health and safety.  

Beautycounter is a skincare and cosmetics company leading a movement to a future where all beauty is clean beauty. Since the company’s founding in 2011, Beautycounter’s mission has been to get safer personal care products into the hands of everyone. We go above and beyond to screen and assess every ingredient we use against our strict safety standards, which includes 1,800 questionable ingredients we never use in our formulations. Beautycounter is also a Certified B Corporation, a business dedicated to using its profits for positive change, leading the charge in the beauty industry through advocacy work. 

Beautycounter recommends the FDASLA be strengthened to bring us closer to ensuring that all cosmetics and personal care products are free from harmful chemicals. We urge the Senate Committee on Health, Education, Labor, and Pensions to make changes to the FDASLA that address the scope of federal preemption, create a more robust safety standard, and ban the use of Per- and Polyfluoroalkyl Substances (PFAs) in cosmetics. Below, we outline these recommendations in detail.  

Beautycounter specifically recommends the following modifications to the FDASLA language: 

  1. Address the scope of federal preemption to ensure that states can legislate to strengthen personal care product safety (Sec. 614). Beautycounter urges the committee to protect states’ ability to enact their own laws and regulations that protect the health and wellness of their residents by not preempting any state cosmetic safety legislation. Dozens of states across the country have passed state-level protections that limit exposure to harmful chemicals. FDASLA must ensure that states can continue to legislate to strengthen personal care product safety.  
  1. Create a more robust safety standard based on a “reasonable certainty of no harm” (Sec. 608). Beautycounter also urges the committee to include language that requires companies to consider the long-term health effects of ingredient use, including links to cancer, reproductive and developmental harm, and other health conditions. This would push companies beyond only considering acute reactions.  
  1. Ban the use of PFAs in cosmetics (Sec. 806). Beautycounter urges the committee to replace the proposed “assessment” of PFAs in cosmetics with  a ban on the use of per- and polyfluoroalkyl substances (PFAS) from raw materials and packaging used in personal care products. Current peer-reviewed scientific studies have shown that exposure to certain levels of PFAS may lead to a host of adverse health effects, including increased risk of cancers, interference with the body’s natural hormones, and developmental effects or delay in children. Curbing the use of these “forever chemicals” has attracted broad bipartisan interest and Congressional and state-level action in recent years. Existing bipartisan legislation in the House and Senate (H.R. 3990 and S.2047, the No PFAS in Cosmetics Act) would require the issuance of a rule to ban the use of intentionally added PFAS in cosmetics.

The use of harmful chemicals in personal-care products affects the daily lives of all Americans, who deserve to have access to safe products. A regulatory framework that prioritizes the safety and transparency of cosmetic products will ultimately protect consumers and make the American cosmetics industry more competitive, both domestically and internationally.  

We appreciate your consideration of these requested changes. We look forward to continuing to work with you as this legislation moves forward.  

Gregg Renfrew

Executive Chair and Founder

CC: Senate Health, Education, Labor, and Pensions Committee members

The Truth About PFAS and Fluorinated Compounds

The Truth About PFAS and Fluorinated Compounds

Here’s the thing about bringing clean beauty products to the market: if you’re doing the real work, it’s really, really hard. As we’ve said for years, clean beauty is not just about banning ingredients—and our most recent journey into PFAS and fluorinated compounds is the perfect example of just how hard this work is. 

In the spirit of transparency, we want to bring you along on this journey (just like we have done with child labor in the mica industry, heavy metals in color cosmetics and phthalates in manufacturing equipment), because our work is always about progress over perfection. Each day we show up, aiming to take on the conventional ways of doing beauty, challenging the status quo. 

Here is a quick primer on PFAS ingredients, which are part of a class of fluorinated compounds. These ingredients are used in a variety of applications but are specifically used in the beauty industry to create products like long-lasting lipstick, longwear foundation, and waterproof mascara. Beautycounter bans PFAS ingredients from our formulations as part of the The Never List™.  The issue is that fluorinated compounds are also used in the beauty industry supply chain, which is very difficult to control, including cleaners used on manufacturing equipment, undisclosed treatments on packaging and raw materials, and coatings for plastic totes that ship raw materials overseas, and they even contaminate water supplies. 

These supply chain complexities are part of the reason we advocate for more regulation and have openly shared the issue with trace contaminants with consumers. Case in point, while all of our ingredients are sourced with a higher standard of safety and quality in mind, it is well recognized—and accepted by regulatory authorities around the world—that incidental, trace levels of a chemical may inadvertently be introduced in a cosmetic product due to the complexities of the supply chain and manufacturing process. At Beautycounter, we work incredibly hard to minimize—but unfortunately, can’t eliminate—the potential that a product may contain trace levels of a chemical from The Never List™ due to this inadvertent contamination.

This work is ongoing, and it brings us back to what we can control: our product development process. Knowing the desire for longwear finishes for makeup, we have spent years improving our formulas to have this desired effect without using PFAS ingredients. Select makeup products were tested for 23 commonly used PFAS ingredients in cosmetics and all the test results were “non-detect,” which is a scientific way of saying the chemicals we tested for are not detectable (for the discerning eye out there, the detection limit was less than 3 ppb). 

We also wanted to take things a step further and we sent select makeup products to a different lab that tests for fluorine generally (rather than just select PFAS ingredients). We selected high-risk makeup products, produced by three different manufacturers. 

So why test for fluorine? By way of background, the overarching family of chemicals called fluorinated compounds consists of over 9,000 different chemicals (PFAS are some of them and many are hard to test for), but they all break down into fluorine. Which is why we tested certain finished products for fluorine to see if there were other exposure points we should know about. 

The results for most of the products we tested showed non-detectable levels and other products we tested had minimal fluorine contamination found (at varying detectable levels).  We weren’t surprised by these results given the widely shared understanding that fluorine is a widespread environmental and supply chain contaminant (like heavy metals and phthalates as we have addressed previously). While we feel confident in the safety of our products, the testing inspired a complex journey to understand where the select contamination could be entering our supply chain. 

Here is an overview of our current approach to this issue and what we are finding along the way. Please stick with us until the end because we have a call to action that will help us address this issue in meaningful ways. 

1. We ban PFAS ingredients outright. 

We do not formulate with fluorinated compounds. They were added to our Never List years ago.

2. We ask raw material suppliers for certain high-risk products and packaging suppliers to verify, in writing, that they do not use fluorine treatments in our products and packaging. 

PFAS can sneak their way into products without companies knowing in a variety of ways, one of which is through the treatments of pigments on packaging. Pigments (also known as colorants) are sometimes treated with PFAS to help the color have lasting power. Oftentimes brands don’t know about these treatments and therefore, they don’t make their way onto product labels (legally treatments like these don’t need to be included on product labels). In addition, packaging suppliers may use fluorine treatments for packaging—specifically, certain plastics like high-density polyethylene (HDPE)—without necessarily disclosing this to brands. 

For certain high-risk products (makeup products mentioned earlier like foundation, mascara, and lip products) Beautycounter has requested in writing that raw material and packaging suppliers confirm that they do not use any fluorinated treatments in our products and packaging. Moving forward, this documentation will be requested for all new products and packaging (not just those identified as high-risk). Without federal legislation, we are taking suppliers at their word. Which is why we take things even a step further. 

3. We periodically test high-risk products for PFAS and fluorine. 

We recently tested certain high-risk products like mascara, foundation, lipstick, and lip gloss for 23 PFAS chemicals and the test results were “non-detect.” We also went further and tested certain high-risk products for fluorine, where the results were mostly non-detect, but minimal contamination was detected in some, which pushed us to continue on this journey.

4. We audit and press manufacturing partners for certain high-risk makeup products. 

The presence of fluorine without PFAS raises important questions as to the potential root causes of the issue. Fluorinated compounds are known to be highly effective cleaners in industrial settings. So, we promptly asked our manufacturing partners of high-risk products to confirm if they use any fluorinated cleaners, agents, or treatments anywhere in their facilities. Some of our manufacturers noted they didn’t use fluorinated compounds and others transparently shared how some fluorinated compounds are used in the manufacturing equipment. We are working with them to address the use of fluorinated compounds in their facilities. And as you might expect, given the persistence of fluorinated compounds, simply washing equipment doesn’t make them “go away.” (We are even going so far as to test water samples from three of our manufacturing partners. This testing is underway.)

5. Raw material and packaging testing

Fluorinated compounds can also sneak into products since they may often be used to treat the barrels that raw materials are sent in (even at the very beginning of the supply chain), where brands don’t have any visibility. Talk about a wild goose chase, right? 

In order to understand this, we initiated independent fluorine testing of all raw materials for select makeup products and the empty finished good packaging, so we could learn more about these as potential sources.  This testing is underway and will help us pinpoint and further inform future development and packaging selection.  

6. Advocate, advocate, advocate

Like we have discussed with other contaminants (heavy metals, phthalates, benzene), we believe getting to the bottom of a clean supply chain is virtually impossible without federal regulations that hold our manufacturing and raw material suppliers accountable. Beautycounter has been the most outspoken brand on Capitol Hill asking for supply-chain transparency measures to be included in federal legislation, including the recently introduced PFAS language (because banning PFAS outright is not enough). Please join us and demand that Congress and Parliament take immediate action to hold the entire beauty supply chain accountable. Without new oversight, it is hard for companies like Beautycounter to truly make meaningful change. 

We value transparency; it’s painted on the walls of our office. And to us, that’s not lip service, it’s the truth. We hope you value being brought along on this journey with us, because doing the real work to bring clean beauty products to the market does not start and stop with banning ingredients. 

It takes long and painful investigations. It takes pressuring raw material, packaging, and manufacturing partners. And it takes intentionally asking Congress to better regulate our industry. 

We will continue to keep you up to date on this important work and in the meantime, we need your help. Please support our efforts and text BANPFAS to 52886 to ask Congress for change. 

5 Clean Beauty Myths, Debunked

5 Clean Beauty Myths, Debunked

There’s a lot of chatter when it comes to the realm of clean beauty. What’s fact and what’s fiction? Which ingredients are harmful? What does “clean” really mean? As advocates for a safer future with a very clear definition of “clean,” we’re ready to help with the myth busting while raising the bar on #betterbeauty. Having next-level transparency means leaving no room for misinterpretation. Without further ado, it’s time to get to the facts—and debunk some clean beauty fiction along the way:  

Beauty Myth #1: Clean beauty products aren’t as effective. 

We’ve proven that product performance and safety can go hand in hand, and the beauty industry seems to agree: Our best-in-class products have been awarded with Allure’s Best of Beauty Award, Refinery29’s Editor’s Pick, the Women’s Health Healthy Skin Award, and Cosmopolitan’s Beauty Award, just to name a few. 

For us, it all starts with safety. We go beyond our Never List™ (1,800+ questionable ingredients we never use in our formulations) to screen and assess every ingredient we use alongside our Blueprint for Clean™ (12 safety standards that our formula and manufacturing partners must adhere to). Long story short: Our innovative formulas deliver proven results—safely. 

Beauty Myth #2: Clean beauty products don’t use preservatives.  

This is a tricky one, but preservatives are needed in any cosmetic product that contains water or aloe for safety and performance. In fact, the FDA doesn’t allow the sale of products without preservatives. It doesn’t mean they aren’t as clean—preservatives actually prevent the growth of potentially harmful microbial growth (i.e., bacteria, yeast, or fungus).  

We screen every preservative for safety, testing several types (none of which are on our Never List™) and choosing options that are effective in very small concentrations. Our in-house chemists are on a continuous quest to find innovative preservation alternatives and develop groundbreaking, self-preserving formulas. Case in point: Counter+ All Bright C Serum’s unique 10% vitamin C blend. 

Beauty Myth #3: It’s hard to find beauty products that are truly cruelty-free.  

The bad news? There’s no government regulation in the U.S. or Canada for the term “cruelty-free.” The good news? You can easily find companies listed as “Leaping Bunny Certified” that help make shopping for animal-friendly products easier and more trustworthy. 

We’re proud to be certified by Leaping Bunny, a program operated by the Coalition for Consumer Information on Cosmetics under the Corporate Standard of Compassion for Animals. This partnership represents our commitment to not test ingredients or products on animals, and we require that all our contract manufacturers commit to the same high standard—because beauty should not mean pain. 

Beauty Myth #4: Sustainable beauty takes too much effort.  

Doing your part is easier than you think! We set high standards with our packaging to help make sustainable living easier for you. Try these three simple steps for a clean conscience with your #betterbeauty routine:  

  • Refill and repeat: Instead of sending products straight to a landfill after use, why not re-use them over and over? The Clean Deo is one of our best-selling refillable products—when you run out, simply pop a refill in its chic case.  
  • Swap materials: We’re transitioning to more sustainable materials, like glass (i.e., our entire Countertime line) and post-consumer recycled (PCR) plastic/resin (i.e., Melting Body Balm). Do your part by shopping these clean faves—and don’t forget to recycle them after.  
  • Rethink recycling: Ever stand over your trash can or recycling bin, holding a used product and thinking, “What do I do with this?” Been there, done that—that’s why we partner with How2Recycle® to take the guesswork out of recycling. Just glimpse at the labels or online product pages to find clear instructions on how to recycle or dispose of your empty packaging. 

By 2025, 100% of our packaging will be recycled, recyclable, refillable, reused, or compostable—you can hold us to that. Follow along and learn about our upcoming sustainable packaging initiatives

Beauty Myth #5: A clean mascara sacrifices on other things—like volume.  

Big false. Our Think Big All-In-One Mascara is built on the principles of lift, length, and volume, with a clean formula to boot. Another beauty myth is that a bigger wand means bigger lashes—and we debunk that one, too. Its soft, molded, and flexible brush is designed to dispense the perfect amount of mascara and effortlessly define each lash from root to tip. 

We’re talking lash-care conditioners that support stronger, longer, and healthier-looking lashes—and true black pigment that gives dramatically rich black color without the use of carbon black or PFAS chemicals, which we exclude due to potential health concerns. Choosing safer, effective ingredients is how we turn up the volume in our #betterbeauty routine. 

We’re always game for a beauty-myth-busting session. After all, formulate, advocate, and educate is our motto for creating clean products that look, feel, and do good. Now, back to our regularly scheduled programming: getting safer (and yes, effective) products into the hands of everyone. 

The #BetterBeauty Advocacy Update: Summer 2021

The #BetterBeauty Advocacy Update: Summer 2021

While this summer may still look different than years past, lawmakers across North America have begun focusing on legislation beyond pandemic relief. Public health remains a focus, and Beautycounter has been working to ensure cosmetic reform is part of the policy agenda.

Beautycounter Takes Action on Cosmetic Reform and Protecting Vulnerable Populations

Last year, Beautycounter helped pass the Toxic-Free Cosmetics Act, which bans certain per and polyfluoroalkyl substances (PFAS) from personal-care products sold in the U.S. Used for its waterproof, long-lasting, non-stick, and stain-repellent properties, PFAS is found in cosmetics, non-stick pans, food packaging, and waterproof clothing, among many other household products. Unfortunately, PFAS chemicals can take decades to break down in the human body and the environment, and research has linked these chemicals to certain cancers, endocrine disruption, and fertility problems. We believe PFAS should not be used in the products (including raw materials and packaging) we use every day and have been working with federal policymakers on bipartisan legislation to ban these harmful ingredients in consumer products.

Introduced by Reps. Dingell (D-MI), Fitzpatrick (R-PA), Kuster (D-NH), and Katko (R-NY), the No PFAS in Cosmetics Act bans the intentional use of these “forever” chemicals in personal-care products. Similarly, we also support the bipartisan PFAS Action Act introduced by Reps. Dingell (D-MI) and Upton (R-MI), which is comprehensive legislation to prevent PFAS ingredients from contaminating drinking water, limits industrial discharge, and allows the Environmental Protection Agency (EPA) to clean up sites contaminated by PFAS across the country.

Additionally, Beautycounter supports five key cosmetic bills that were introduced this July which aim to address gaps in the regulation of personal-care products. They include:

  • Cosmetic Fragrance and Flavor Right to Know Act of 2021 – Similar to the CA Safer Fragrance bill, this federal bill requires disclosure of certain fragrance ingredients such as fragrance allergens that are harmful to human health and the environment.
  • Toxic-Free Beauty Act – This bill is similar to the CA Toxic-Free Cosmetics Act, which bans 24 of the worst offender ingredients from personal-care products sold in the U.S., including PFAS ingredients.
  • Cosmetic Safety for Communities of Color and Professional Salon Workers Act –Salon workers are continuously exposed to potentially harmful ingredients, and this bill provides transparency for workers to make more informed decisions. The bill also creates funding for the FDA to consult with community stakeholders on ingredient review and research grants to identify chemicals of concerns for communities of color
  • Cosmetic Supply Chain Transparency Act – Requires upstream suppliers like fragrance houses, contract manufacturers, and suppliers of ingredients to provide brands with ingredient disclosure and safety data.
  • Personal Care Products Safety Act – This comprehensive cosmetic reform bill introduced in the Senate requires the FDA to regularly review ingredients for safety, gives the FDA the authority to recall products that harm consumers, and creates higher standards for manufacturing practices.

This summer, the FDA also announced that it would consider people of color as deserving additional consideration when assessing cosmetic ingredients for safety. Taking into account the risk of vulnerable populations was one of Beautycounter’s key asks of the FDA as part of our participation in the joint FDA/National Sanitation Foundation (NSF) protocol development committee, where we advised the agency in developing cosmetic ingredient risk assessment protocols. This marks a significant first step towards closing the risk gap for people of color and their exposures to harmful ingredients in personal-care products.

Canada Makes Strides Towards Closing the Fragrance Loophole

When Beautycounter held our inaugural lobby day on Parliament in 2019, one of our key asks was for Health Canada to close the “fragrance loophole” which currently allows companies to hide potentially harmful ingredients under the term “fragrance.” This summer, Health Canada began the rulemaking process to take a significant step towards closing the fragrance loophole when it announced a proposal to amend the Cosmetic Regulations. Specifically, the FDA is considering requirements for brands to disclose fragrance allergens and allow consumers to access the disclosures. As a company built on transparency, Beautycounter has always listed every fragrance ingredient in our products, including fragrance allergens. We support the Canadian government’s efforts to provide consumers with the information needed to make healthier choices.

As cosmetic reform continues to gain momentum with lawmakers, our movement will continue to grow with your engagement. Use your voice to advance cosmetic safety in North America: text BETTERBEAUTY to 52886 in the U.S. and 18888867542 in Canada.

3 Reasons This Clean Mascara Works for Everyone

3 Reasons This Clean Mascara Works for Everyone

To change beauty forever, you’ve got to think big. And that’s exactly what we did when it came to developing our brand-new mascara. Meet Think Big All-In-One Mascara, a clean mascara that does it all. Read on and discover three ways this game-changing product works for everyone. 

  1. It’s a clean all-in-one for everyone. Gone are the days of collecting multiple tubes of mascara so you’ve got a formula for every look and occasion. We wanted to create a clean mascara that could satisfy all eye makeup wearers, all of the time. So, we developed a creamy, easy-to-use formula designed to deliver instant volume, lift, and length. We achieved this result by using a winning combination of plant-based waxes that help build fluffy fullness and high definition without weighing eyelashes down—even with multiple coats. And we created a true black pigment for rich color formulated without the use of carbon black or PFAS ingredients. Did we mention it works? Our long-lasting mascara is clinically proven to be longwearing and smudge-proof.* That’s how we think big.  
  1. It cares for lashes. We formulated this mascara with clean ingredients to help support stronger, longer, and fuller-looking eyelashes. How? With tripeptide technology, a.k.a., a blend of lash-care conditioners. Panthenol (also known as provitamin B5) nourishes and conditions lashes while biotinyl-tripeptide encourages stronger, healthy-looking lashes. In fact, after four weeks of use, 97% of people experienced fuller and healthier-looking lashes.** It’s one way we took this formula beyond clean—so you can feel good about swiping it on every day instead of worrying about what it might do to your lashes.  
  1. It’s easy to apply, no matter your lash goals. We opted for a soft and flexible molded brush that dispenses the perfect amount of formula and defines each eyelash from root to tip—sans clumps. That means application is a breeze; you can effortlessly build from a single coat for a natural lash to three coats for full-glam flutter. Chief Artistic Officer Christy Coleman’s hack? “Kick the habit of ‘pumping’ the wand into the formula,” she says, “as this allows air to get in—causing the formula to dry out. Also, if you are one who—regardless of formula—experiences mascara transfer onto the lids, dust our Mattifying Powder along upper and lower lash lines before application.” 

See what we mean when we say this mascara will change beauty forever? Shop our triple-threat clean mascara here or click the button below.  

*In a clinical study of 29 subjects. 

**Based on a 29-subject consumer perception study. 

The New Beauty Standard: An Update on Beautycounter’s Social and Environmental Efforts

The New Beauty Standard: An Update on Beautycounter’s Social and Environmental Efforts

Earth Day may only come once a year, but at Beautycounter we work to protect the planet every day by making environmentally conscious decisions throughout our business. And because human health and environmental health go hand-in-hand, we felt Earth Day was the perfect day to release this year’s Social & Environmental Responsibility Report. To learn more about our achievements, read the full report HERE and check out some of the highlights below.

Continue reading “The New Beauty Standard: An Update on Beautycounter’s Social and Environmental Efforts”