A Beauty Brand with a Conscience - Beautycounter

I’ve been counting down the minutes for LA-based beauty and skincare brand to hit Canadian soil and the time has finally come! In March, a range of skincare products were launched in Canada, and this May we can look forward to the cult favourite makeup line, also launching!I recently met Beautycounter Founder, Gregg Renfrew, at an intimate gathering in Toronto to celebrate the launch of Beautycounter in Canada. Gregg’s passion and belief in providing beautiful products that are significantly safer for your health was clearly evident in her thoughtful presentation.

The LA based company, which was launched in 2013, has created unparalleled transparency and safety in the personal care industry by developing a new health and safety standard, the Ingredient Selection Process, which is the most rigorous of its kind in the industry.

The brand’s mission is simple:

Get clean and safe products into the hands of everyone
Educate consumers on making safer choices for themselves and their families, as well as influence legislation to legally ban some of the most harmful ingredients found in the cosmetic industry.

A direct retailer, Beautycounter sells through a network of independent Consultants and also online. The company allocates $10 on behalf of every Member and Consultant to three Trusted Non-Profit partners: Environmental Working Group (EWG), Breast Cancer Fund, and Healthy Child Healthy World.

While safety is the primary mission of the brand, Gregg really wanted to portray the importance of having beautiful products and packaging and I have to say – mission accomplished! These products are beautiful!

The Tint Skin Hydrating Foundation is a light foundation that gives a beautiful dewy finish. Available in 8 shades, you’ll be able to find the perfect match. This Balancing Face Oil is so yummy. The silky texture of the product is luxurious and it feels so amazing on your skin! You can use this in place of moisturizer to add hydration and radiance to your skin, or, you can also add 2-3 drops to your current moisturizer to boost hydration.

If you’re looking for something that’s richer and heavier than your standard serum and you really need deep hydration, this Rejuvinating Radiance Serum is for you. This product claims to increase firmness in your skin in 6 weeks. I actually tested this for 5 weeks, placing the serum on one side of my face morning and night, before my regular moisturizer. Results? There was definitely a difference between both sides of my face. The treated side was brighter and firmer, especially around my under eyes.The Rejuvinating Night Cream is a beautiful product. Apply it before bed and wake up feeling fresh and hydrated. Many night creams have an intense scent that I don’t typically care for, but this product is light and fresh with a pleasurable fragrance.

These Facial Cleansers – nourishing cream exfoliator, nourishing cream cleanser and rejuvinating face cleanser are fantastic products. I have a thing with facial cleansers when they don’t make my skin feel squeaky clean (you know when you rinse and it feels like there’s still a residue left on your skin?). This is not the case with these facial cleansers.I’m so impressed with the quality of these products. Not only is the packaging elegant and classy (just like Gregg Renfrew’s style herself), Beautycounter’s mission statement is empowering and really makes me want to learn more about the products.