Beautycounter is temporarily closed. I share what happened and answer the long-awaited question: “Is Beautycounter Back?”
Last week, Beautycounter Brand Advocates (Advisors) found out that Beautycounter will be closed/out of business for quite some time – at least until Fall 2024. This was devastating news for me and I know many of you who use and love these products you also feel very disappointed. I feel like a rug has been pulled out from under me. I had NO idea this was coming or that the company was on the verge of a major transition. In fact, the week before they went out of business, they had just shared a fragrance offer and I had an email ready to send the next day. Since I felt blindsided, I want to give as much context as I have here.
Beautycounter Closing FAQ
What happened to Beautycounter?
In 2021, Beautycounter was bought by an investment firm called Carlyle Group, and a few months later, Gregg Renfrew (the founder) was asked to step down as CEO. Since the sale, Beautycounter has faced financial challenges that led to Gregg’s return as CEO, the company’s acquisition by the Carlyle Group, and its restructuring as an entirely new entity under a brand new LLC.
As far as I know, the challenges presented during Carlyle’s tenure were not related to products not selling but rather excessive spending / bad decisions on the part of management. For example, the shipping and customer service at Beautycounter was top notch. Over the years, new shipping providers and different customer service teams have led to a less than ideal situation. I can’t say for sure, but I bet these decisions were made to put profit over people. And people noticed! My friend Teri shares a little more about the business side of things in her blog post here.
Is Beautycounter Back?
We’re told directly by Greg that Beautycounter’s business is on hiatus until later in 2024, but he has every intention of bringing the company back — and better.
Gregg and her team are working diligently to rebuild the technology, processes and platforms that will allow Beautycounter to return with the same formulations, packaging and company name. They were originally going to continue business as usual and relaunch in May, but Greg made the tough decision (which she tearfully shared with us) that it would be smarter for them to stop operations and comb every process rather than keep running as Carlyle had (think long-running shipping vendors and contracts that need renegotiating).
I hope the new Beautycounter will be released later this year. We’re told it will be mission-driven as always, and that’s reassuring. At first we were told everything was on hold as it was, but now it sounds like we’re all going to start over with a new compensation plan, structure, maybe a new product line. Gregg said she hopes to bring the consulting community back to a new version 2.0. I have 100% confidence in Greg. So many of these problems were not her fault and she is trying to rebuild them in the smartest way possible!
Although I don’t have a crystal ball so I can’t say for sure what the future holds, I have every intention of staying with Beautycounter if and when it reopens.
Can I buy Beautycounter products?
From now until the scheduled restart, all Beautycounter business operations are on hold. This unfortunately means that orders cannot be placed through the Beautycounter website for the foreseeable future. This is so awesome because I know so many of you love and rely on Beautycounter products in your daily routine! (I’m there with you.) I’m especially sad about the new fragrances that just came out. I heard from so many of you that you were going to buy a full size once the site reopened, and now you can’t 🙁 I’m trying to ration the three bottles I bought to last through the fall (knock on wood).
My thoughts
I am sad on so many levels. I fell in love with Beautycounter products in 2019, shortly after Birch was born, and the company has become a huge part of my identity and my online business. From the beginning, I was really excited to join hands with a B Corporation that was championing change in the beauty industry at large. I was proud of the huge strides Beautycounter has taken to improve regulation in the highly unregulated beauty industry. Financially this will hurt, but what hurts the most is thinking about all the products I have upstairs that will eventually run out. I really hope Greg brings them back to life.
I am a loyal Beautycounter customer, what can I do now?
If you need to buy any Beautycounter products: you might be able to find a little variety in the Ulta. Tip: your local store may have more stock compared to what’s left online. I found some Dew Skin on mine.
If you are looking for new brands: Beautycounter has been my “easy button” skincare and makeup, but I’ll be looking for alternatives. I’m doing some homework and looking for alternative skin care and makeup brands that also meet high standards of safety AND performance. And IIf you are not on my beauty email list, you can add your email here for more detailed information.
I’ve always loved that Beautycounter was a one-stop shop for me because I appreciate simplicity. I have a lot of questions about “next best suggestions” and here are some thoughts. {These are affiliate links.}
Colleen Rothschild
Colleen Rothschild is a brand I’ve tried and loved over the last year. They have a few products that complement Beautycounter (a lip balm, lux face oils) that I’ve tried and they are great. I might try the serums soon. The safety standards aren’t quite what Beautycounter is, but it’s considered a clean brand. I will say that all Colleen’s smell AMAZING.
My favorites:
Olive tree
Oliveda is a new brand that many of my Beautycounter colleagues will be using. The company is European and focuses on water-free skin care, so it’s super strong and oil-based (although it promises not to make your skin oily!) The ingredients are pure and it’s said to have incredible results. I am ordering some of the best sellers!
Things recommended to me
Perks include free shipping on $50, 365-day returns, and a free product if you get one their skincare quiz!
I’m working on a longer post about some trades to make if you’ve been using Beautycounter as long as I have, including makeup! Stay tuned.
Thanks
Thank you for trusting me to share recommendations and information with you. Thank you for supporting my business with your purchases and loyalty.
