Beautycounter, once a leading name in clean beauty, entered foreclosure and was subsequently repurchased by its founder, Gregg Renfrew. This article explains what happened to the company, how consultants were affected, and what the brand’s next steps look like.
Disclaimer: some links in this post may be affiliate links. I may earn a small commission if you purchase through those links. This does not add any cost to you and helps support this website.
On May 6, 2024, many Beautycounter consultants learned the company and its products would not be available again until late 2024, leaving thousands of consultants without a source of income. As a consultant since 2016, I was shocked and saddened by the news. I’ve built a large team, rely on Beautycounter financially, and will miss the community we created.
Below I summarize the sequence of events, why the company ran into trouble, and what consultants and customers can expect going forward.
What happened to Beautycounter?
In 2021, founder Gregg Renfrew sold Beautycounter to private equity firm The Carlyle Group. After the sale, Renfrew was asked to step down as CEO and became largely detached from day-to-day operations. Over the next few years the business struggled under new ownership.
In February 2024, Renfrew returned as CEO after the company’s performance declined. It quickly became clear the business faced severe financial challenges, and foreclosure followed. Renfrew then formed a new entity, G2G, and repurchased Beautycounter’s assets, including the brand name and product formulations, in April 2024.
What went wrong?
The Carlyle Group’s acquisition appears to have been a poor fit for the company’s direct sales, consultant-driven model. Reports indicate Carlyle did not fully support or understand the consultant business structure and ultimately chose not to continue funding the company when returns fell short of expectations. That withdrawal of financial support contributed to Counter Brands LLC, the holding company, filing for bankruptcy.
After repurchasing the brand through G2G in April 2024, stakeholders were initially told operations would resume quickly. That timeline proved unrealistic: ownership transitions, supply-chain and e-commerce rebuilds take months. Plans shifted from a May relaunch to October or Q4 2024, and by July 2024 the relaunch was pushed further into 2025. Updates have been limited, and the company has promised to share more details as they become available.
What happened to Beautycounter consultants?
With the website and sales channels offline, consultants effectively lost their primary income source. The new owner, G2G, has said consultants and brand advocates will be part of the brand’s future, but details about the compensation structure and how the consultant program will operate have not been finalized. That lack of clarity has left many consultants in a difficult position while they await official guidance.
Beautycounter has committed to keeping consultants informed as progress is made. I will update this post with confirmed information when new announcements are released. If you rely on this income, consider documenting your contacts and sales history and exploring temporary alternatives while waiting for an official relaunch.
Will Arbonne sell Beautycounter products?
No. Rumors circulated that Arbonne would sell Beautycounter products; both companies have denied this. The assets were purchased by Gregg Renfrew’s new company, not another direct-sales competitor.
What products should I use instead?
There are many reputable clean skincare brands available. Over the years I’ve tried several and continue to test alternatives as my Beautycounter products run out. Some brands I’ve used include Three Ships Beauty and Primally Pure. I will update this post with more tested alternatives as I find products that meet the same standards for safety and performance.
To help shoppers transition, I’ve prepared a free download listing ingredients to avoid when choosing skincare and beauty products. This resource can help you evaluate alternatives and find products aligned with your clean-beauty preferences.
While this period has been difficult for consultants, customers, and the team behind Beautycounter, I remain hopeful the brand will return stronger. Ownership changes and restructuring take time; with patience, the company may relaunch with a renewed focus and a refined product line.
June 2025 Update – Beautycounter is back!
As of June 2025 the brand has relaunched under the shortened name Counter with a reduced, curated assortment. The initial offering includes 18 products, with plans to expand toward approximately 50 items over time. This is a much smaller catalog compared with the brand’s previous lineup of around 250 products.
Several best sellers returned, such as the vitamin C serum and Dew Skin tinted moisturizer, though categories like haircare, body products, and sunscreen were not included in the initial relaunch. Counter introduced a new collection called Counterglow, which was planned prior to the company’s closure. The former Band of Beauty loyalty program was replaced by a free member perks program that awards a $15 credit for every $200 spent.
Other posts you will be interested in:
- 17 Canadian Skincare and Beauty Brands
- 11 Natural Alternatives to Botox
- 10 Non-Toxic Sunscreens
- How I Healed My Keratosis Pilaris (KP) Naturally
Since you made it this far we are basically best friends, so consider following me on Instagram, Pinterest, TikTok, and Facebook, where I share more recipes and healthy living tips.