The beauty industry is awash in “clean” products, but few brands have shaped this movement quite like Counter Beauty. Founded by Gregg Renfrew, the company rose to prominence with a simple yet radical idea: cosmetics without potentially harmful chemicals. Now, Renfrew is back with a new iteration, Counter Beauty, promising to redefine “clean” in an industry where the term has lost all meaning.
The rise of “clean” beauty is a direct response to consumer demand for safer products. Concerns over ingredients linked to health risks—from cancer to reproductive issues—have fueled a multi-billion-dollar market. However, without clear standards, “clean” has become a marketing buzzword, leaving shoppers confused. Counter Beauty aims to fix this, not just by excluding harmful ingredients (“The Never List”) but also by ensuring ethical sourcing and sustainable packaging.
But does the brand deliver on its promises? As a health and beauty journalist, I decided to put Counter Beauty’s makeup to the test. Here’s an unfiltered look at the standout products.
Skin Twin Featherweight Foundation: A Natural Enhancement
For those who prefer a light, natural look, Counter’s Skin Twin Featherweight Foundation is a game-changer. Available in 27 shades, it seamlessly matches olive skin tones while providing buildable coverage without feeling heavy. The formula melts into the skin, concealing blemishes and redness without masking the complexion entirely.
One Women’s Health colleague, who struggled with breakouts, found the foundation gentle and non-irritating. “I haven’t had any issues since switching,” she reported. Counter’s founder, Gregg Renfrew, emphasizes this approach: “We try to enhance her natural look.” The foundation feels like skin, not a mask, making it perfect for everyday wear.
Brilliant Brow Tinted Brow Gel: Effortless Definition
Fuller brows are now easier to achieve with Counter’s Brilliant Brow Tinted Brow Gel. Available in four shades (light beige, medium brown, deep brown, and cool black), the gel fills in sparse areas and lifts brows with just a few swipes. The plant-based formula prevents dryness and brittleness, ensuring long-term brow health.
The micro brush applicator requires a light hand to avoid over-application, but the subtle lift it provides is worth the effort.
Sheer Genius Conditioning Lipstick: Hydration Meets Color
If dry, uncomfortable lipsticks are a dealbreaker, Counter’s Sheer Genius Conditioning Lipstick will change your mind. The formula delivers a wash of natural color with a creamy, hydrating finish. Eight flattering shades (Rose, Lily, and Rosewood) provide options for every look.
The lipstick feels like a hydrating mask, leaving lips soft and smooth. Its creamy texture also makes it perfect for repurposing as blush, dabbing onto cheeks for a natural flush. However, the formula does transfer easily, requiring reapplication throughout the day.
Dew Skin Tinted Moisturizer: Skincare Meets Makeup
The Dew Skin Tinted Moisturizer with SPF 20 is a hybrid that combines skincare benefits with a subtle airbrushed effect. The formula soothes and nourishes dry skin while providing light coverage and sun protection. Available in eight shades, it melts into the skin seamlessly, leaving a dewy and luminous complexion.
The product has earned a “cult-like following,” according to Renfrew. Its performance is undeniable, making it a must-have for those who prioritize skin health without sacrificing coverage.
The Verdict: Is Counter Beauty Worth the Investment?
“Clean” beauty often comes at a premium, but Counter Beauty justifies the cost with thoughtfully formulated, high-performing products. If you prioritize health, ethics, and efficacy, this brand delivers. Counter Beauty doesn’t just meet standards—it sets them.
As Renfrew puts it, “Efficacy is critical.” And Counter Beauty has proven that clean makeup doesn’t have to compromise results.
