Counter's new model and no private equity

Gregg outlines Counter's no-team sales approach, future stores, and avoiding large private equity funding.

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Gregg Renfrew didn’t just build a beauty brand; she helped create an entire category. Long before “clean beauty” became a marketing buzzword, Gregg was lobbying Congress, reformulating products, and turning a mission-driven idea into Beautycounter, a billion-dollar company acquired by private equity.

But the story didn’t end with the sale. Months after the $1B deal closed, Gregg was pushed out of the company she founded. What followed was a cascade of leadership changes, falling sales, and one of the most dramatic founder reversals in modern consumer business.

In this episode, Gregg tells Sammi the full story—what founders misunderstand about selling, how investor dynamics really work behind the scenes, and what it feels like to watch your life’s work unravel from the outside. Then she shares the unexpected next chapter: the 48-hour scramble to buy the company out of foreclosure, the painful shutdown year that followed, and the decision to rebuild under a new name, Counter.

Plus, Gregg opens up about walking away from private equity (for now), what she’s learned about resilience and second chances, and why starting over after a very public fall can become the most powerful chapter of all.

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00:00 Gregg Renfrew’s Social Currency

00:57 The Beautycounter Origin Story

02:32 Early Entrepreneurial Lessons

04:19 Inside Martha Stewart Living

08:22 Getting Fired and Starting Again

11:04 Why Clean Beauty Mattered

14:58 Building the First Products

18:56 Lobbying for Industry Reform

21:02 The Problem With “Clean”