Second Life Gregg Renfrew Returns! The Founder of Beautycounter and Counter Is Back
Oct 6, 2025
Gregg Renfrew, founder of Beautycounter and now CEO of Counter, returns to share her journey in the clean-beauty movement. She discusses the challenges of founding Beautycounter amidst industry resistance, her advocacy for safer cosmetics, and the emotional rollercoaster of stepping down as CEO. After seeing the brand struggle post-sale, Gregg recounts her bold decision to buy back the company, relaunch as Counter, and focus on empowering women through clean beauty. Her insights on leadership and strategic pivots are both inspiring and insightful.
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Use People To Tell The Story
- Use person-to-person storytelling and creators to educate customers and build trust.
- Combine direct-selling attributes with DTC and retail to control experience and scale community.
Community Drove Cosmetic Reform
- BeautyCounter mobilized its diverse community to meet with thousands of members of Congress.
- That grassroots, bipartisan advocacy helped pass MOCRA and other modernizing laws.
Turned Down Early Acquisition
- Renfrew declined strategic acquirers in 2019 to keep independence and aim for IPO later.
- She raised institutional capital which created a seven-year clock and shaped later outcomes.