Beautycounter’s Clean Promise: Safety, Sustainability & Advocacy

Happy Monday dolls!

Today was the last day of the pop-up!

I had to take the weekend off. It has been a very busy week and I wanted to just hang out and chill. I am back to share one last Beautycounter-related post and I just want to say how fun hosting this pop-up was for me.

I understand it’s a pricey brand so no worries if you did not pick up anything. However, I loved doing this deep-dive and sharing things about this brand and also learning along with you about what they stand for, how they are being responsible with their sourcing and advocating for clean beauty. I literally have been thinking about becoming one of their beauty consultants throughout the week. Of course that is something I will have to look into a bit further to see if it would be a good fit for me, but the whole brand speaks to me in a way no other brand ever has.

So for my final post, I will be sharing with you Beautycounter’s Clean Promise and how seriously they take safety, so you never have to worry about harmful ingredients in your beauty  products.




We take safety seriously. Over 1,800 ingredients are never used in our formulations—we call this The Never List—and we go above and beyond to test every ingredient against our high standards in pursuit of clean beauty.

We defined 12 essential safety standards that any partner who works with us (from sourcing to manufacturing to testing) must adhere to, and will be verifying that all suppliers are in compliance with this during 2020.

  • Unparalleled safety screening
  • Responsibly sourced raw materials
  • Sustainable packaging
  • Environmental footprinting
  • Awarded for product performance
  • Quality assurance program
  • Trace contaminants
  • Formula & preservative innovation
  • Going beyond regulatory standards
  • Supplier code of conduct
  • Leaping Bunny Certified

I really love that every year they have a Social Mission Report, of things they have accomplished the previous year, and how they are continuing their promise. Here’s how:

In-House Lab / Science Advisory Council

Their in-house lab and team of scientists conduct research, develop and safety test their formulations, in addition to their third-party labs. Their Science Advisory Council is another third-party group that help them stay up-to-date on the latest scientific research and is composed of seven of the world’s leading doctors and researchers.


1,800+ Banned Ingredients

One of my favorite things this brand has accomplished is banning many harmful ingredients from their formulations, because beauty should be clean and safe. As I stated in another post, the European Union has banned 1,400 ingredients, Canada 600 and the U.S a mere 30! Here are the biggest harmful ingredients in their Never List:

  • Formaldehyde
  • Parabens
  • Phthalates
  • Lead
  • Cadmium
  • Arsenic
  • Mercury
  • Antimony
  • (and many more)

Approved Colorants & Heavy Metals

Beautycounter is very strict about which colorants they choose for their makeup, and they have only approved 18, whereas the EU approves 153, and the U.S. 65. They test 100% of their cosmetics for heavy metals, and not just once, multiple times, to ensure safety. Their products are also tested for allergens such as, soy, gluten and peanuts. And one of the coolest thing is that they are eliminating talc from 100% of their products by 2022!

* * *


We have talked about how Beautycounter set out to find a responsible source of high-quality certified organic vanilla to use in their newest launches. Not only is their supplier ECOCERT-certified, they care about their farmers and give back to the community. It doesn’t stop there.


Responsible Sourcing

Mica is widely used as a base for powder products and creates a shimmery glow in highlighters, eyeshadows and pressed powders. Beautycounter is a socially conscious brand and has renewed their support for the United Nations Global Compact and its ten principles concerning human rights, labor, environment, and anti corruption. They are committed to those principles to the people along their supply chain but also where the raw ingredients are cultivated. They have disclosed their efforts to eradicate slavery and human trafficking in their supply chain. Finally a business who does things fairly, equitably and sustainably.

Packaging & Reducing Footprint

Beautycounter carefully assesses the impact their packaging may have on the environment as well as our health. Naturally, their packaging has standards too.

We all know plastics are a threat to our environment. Less than 10% of plastic is recycled globally and small beauty products are less likely to be recycled! If it gets recycled, it takes 400 years to break down and all that plastic ends up in our oceans. It is estimated that there will be more plastic than fish in the ocean by 2050! Scary!

So how is Beautycounter combating this problem?

Same approach they bring to their formulations. Safety first, and transparency; from packaging design, material selection, and where their products go after use.


Never List: Packaging Edition

Studies have shown there can be serious health risks tied to packaging products in certain potentially harmful materials. Their Never List has certain materials they prohibit or restrict in their packaging such as BPA, plastics that contain phthalates (vinyls) and a few that leach into products and contaminate formulas when heated. Just like ingredients in formulations, they consider where the materials come from, how they are sourced, and who is impacted by the waste.

The “Less is More” Approach

They have also started excluding plastic spatulas, overcaps, lid inserts, extra product literature and cleansing cloth towels. They also removed the secondary packaging from many product lines, saving over half a million cartons annually. In addition to this, they have taken the “less is more” approach by using fewer packaging materials. For example, their Charcoal Cleansing Bar comes in plastic-free packaging, in paper carton. 30% less material than traditional boxes, 30% less waste and lighter carbon footprint.

Countertime product line

Glass & Recycling

Glass is recycled more easily than plastic. Glass doesn’t release harmful toxic chemicals that contribute to greenhouse gases and doesn’t run the risk of ending up in our waters. They found it was more sustainable to launch their Countertime line in glass. By doing so, the glass supplier is closer to home, reducing the line’s fossil fuel use by an estimated 35% and greenhouse gas footprint by an estimated 38%.

Beautycounter has also partnered up with How2Recycle so now you’ll have clear instructions on how to properly recycle and dispose of their packaging. Neat huh?

It also seems like Beautycounter is trying to figure out refillables! So exciting! The biggest issue in the beauty industry is the lack of recyclability of small products; lipsticks and eyeshadow. I cannot wait to see what they come up with!

Goals for the Future:

  • Eliminate unit cartons from an estimated 415,000 products by 2021.
  • Launch their first refillable product by 2021.
  • Avoid virgin plastic in a minimum of 30% new launches and repacks through the end of 2021.
  • Move packaging closer to home when possible, reducing miles traveled per product and associated carbon emissions.
  • Seek 100% recycled, recyclable, refillable, reused, or compostable packaging by 2025.

* * *


I’ve talked extensively about how Beautycounter advocates for cleaner beauty here and here. From their mission to get safer products into the hands of everyone, having the highest standards for their supply chain, to advocating for stricter guidelines and regulations by working with lawmakers and meetings with Members of Congress (US) and Members of Parliament (Canada). The work they have done is nothing short of amazing. And like I mentioned, this is just the beginning.

Gregg Renfrew, Founder & CEO of Beautycouter

* * *

Cruelty-Free Status

I am proud to tell you that Beautycounter is 100% cruelty-free and are Leaping Bunny Certified, the highest standard worldwide! 🙂 We have talked about Leaping Bunny vs PETA in another post, and how, if you truly* want to be completely CF, it’s better to trust brands who are LP certified vs PETA.

That is all I have to share with you guys. This was such a fun pop-up, I am glad I got to do this with a brand who is using their influence for good and really thinking about a cleaner future, not just in beauty. They are going to be a brand that everyone looks up to. Thanks so much for learning more about this brand alongside me!

* * *

Some questions for you, meant to start a discussion:

  1. What appealed to you most about this brand?
  2. How do you feel about ‘Clean Beauty’ and what does that mean to you?
  3. Are you aware of harmful ingredients? (i.e. do you check the label?)
  4. What do you think other brands can learn from Beautycounter when it comes to doing business in a sustainable manner?
  5. As a consumer in the beauty industry, what is one take-away or something you learned from this brand that you will incorporate in your own life, if any?

I hope you guys have an amazing week!


Find me on social media:

Instagram | Twitter | YouTube | Pinterest


Beautycounter — Skincare Regimens & Collections + 5 Mini Reviews
Sharing their skincare regimens as well as
mini product reviews from a trusted source.


Beautycounter x Sephora — #BetterBeauty Picks
Sharing what’s available at Sephora (limited time).


What’s New at Beautycounter? — Packaging Relaunch + New Shades
Sharing what’s new at Beautycounter


Day to Night with Beautycounter’s Velvet Eyeshadow Palette
Sharing two makeup looks with you and
how Beautycounter is advocating for Clean Beauty


Photo and info sources: Beautycounter

Disclosure: No affiliated links in this post, so I will not* be earning a commission from this pop-up. However, if you chose to support this pop-up and end up purchasing something for yourself, I will have the chance to earn rewards. 🙂

4 thoughts on “Beautycounter’s Clean Promise: Safety, Sustainability & Advocacy

  1. Love how informative yet easy-to-read this post was! Personally, I don’t like the semantics around ‘clean beauty’ vs. ‘non-clean beauty.’ I think the better terminology now is ‘conscious beauty,’ which I learned after speaking to some ‘clean’ beauty founders. They argue that it’s a great, all-encompassing term that includes not only ingredient standards, but also sustainability and social consciousness. I totally agree.

    Liked by 1 person

    1. Thanks so much, I worked so hard on all the Beautycounter posts haha
      And yes, I like that too, I believe I read that post recently 🙂 the terms ‘clean beauty’ are almost becoming like the terms ‘cruelty-free’ where it just gets thrown around a lot that it starts to lose it’s true meaning. But yes, I love the idea of brands becoming more conscious about all things, not just beauty. 🙂

      Liked by 1 person

      1. I can definitely see the hard work you put in, and I really appreciate that! Totally agree, there’s a different definition of clean beauty for each person you talk to. Same thing for “natural” and “organic” too!

        Liked by 1 person

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