Counter

Beautycounter achieved significant commercial success, growing to include over 65,000 independent consultants and culminating in a majority stake acquisition by The Carlyle Group in 2021, which valued the company at $1 billion. Following the acquisition, the business faced market headwinds and strategic shifts, leading to Renfrew's departure as CEO. After the company went into foreclosure, Renfrew, backed by private investors, reacquired the brand's assets in April 2024. This led to the strategic relaunch of the business as Counter in June 2025.

The rebranded entity, Counter, continues the core mission of its predecessor, focusing on the development and sale of high-performance skincare and makeup that adhere to rigorous safety standards. The product lineup includes beloved formulations from the original Beautycounter portfolio alongside new and upgraded items, all featuring a renewed focus on sustainable packaging. The business operates on a direct-to-consumer model, complemented by a network of individual brand partners who earn commission, moving away from the previous multi-level team-building structure. The name change to Counter signifies a fresh start, a more gender-neutral appeal, and the potential for future expansion into adjacent product categories.