Brand Book
Tell the Beauty Counter story.
Committed to a health & safety standard that goes well beyond what is legally required in the United States.
To get safter products into the hands of everybody.
Our strategic focus became:
Our vision: Put truth back in beauty!
BE AU TY
The New Beauty
JO SUSYF E L N
OUR MISSION
To get safer products into the hands of everyone.
i’m in love
STATISTICS: SPRINKLED THROUGHOUT
1,400 VS 11
THE NUMBER OF HARMFUL COSMETICS INGREDIENTS BANNED IN THE EUROPEAN UNION VS THE UNITED STATES
There are more than 80,000 chemicals on the market today.
Many don’t have any safety data.
This is particularly true of those used in the skin care and beauty industry.
STATISTICS: SPRINKLED THROUGHOUT
THE LAST TIME CONGRESS PASSED A LAW REGULATNG THE COSMETICS INDUSTRY #betterbeauty
Natural
Only about 10% of the 10,000 chemicals commonly found in personal care products have safety data
SI MP LE
This is about progress— not perfection. Because every little bit counts.
Safe
Our rigorous Ingredient Selection Process ensures that our products work beautifully without compromising your safety.
IT’S TIME FOR A CHANGE.
our ingredient selection process
STEP 1 ban intentionally
STEP 2 screen rigorously
STEP 3 learn constantly
STEP 4 source responsibly
STEP 5 share transparently
WE DESERVE BETTER.
WE’RE DOING SOMETHING ABOUT IT.
IT’S NOT EASY WORK, BUT IT’S WELL WORTH IT.
fresh
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#betterbeauty
The United States has not passed a major federal law to regulate the ingredients in personal health care since
what you put IN your body, matters as much as what you put ON it.
80% of ingredients in beauty products have NEVER been tested for safety.
S SA FE
BEAUTY FOR EVERYBODY .
THE NEVER LIST THE NEVER LIST THE NEVER LIST
ANIMAL FATS, OILS AND MUSKS - BENZALKONIUM CHLORIDE - BENZOPHE -
ANIMAL FATS, OILS AND MUSKS - BENZALKONIUM CHLORIDE - BENZOPHE -
ANIMAL FATS, OILS AND MUSKS - BENZALKONIUM CHLORIDE - BENZOPHE -
NONE AND DERIVATIVES - BISPHENOL A (BPA) - BUTOXYETHANOL - BHA
NONE AND DERIVATIVES - BISPHENOL A (BPA) - BUTOXYETHANOL - BHA AND BHT - COAL TAR HAIR DYES AND OTHER COAL TAR INGREDIENTS - 1,4
AND BHT - COAL TAR HAIR DYES AND OTHER COAL TAR INGREDIENTS - 1,4
NONE AND DERIVATIVES - BISPHENOL A (BPA) - BUTOXYETHANOL - BHA AND BHT - COAL TAR HAIR DYES AND OTHER COAL TAR INGREDIENTS - 1,4
DIOXANE - ETHYLENEDIAMINETETRAACETIC ACID (EDTA) - ETHANOLAMINES
DIOXANE - ETHYLENEDIAMINETETRAACETIC ACID (EDTA) - ETHANOLAMINES
DIOXANE - ETHYLENEDIAMINETETRAACETIC ACID (EDTA) - ETHANOLAMINES
(MEA/DEA/TEA) - FORMALDEHYDE - HYDROQUINONE - METHYL CELLOSOLVE
(MEA/DEA/TEA) - FORMALDEHYDE - HYDROQUINONE - METHYL CELLOSOLVE
(MEA/DEA/TEA) - FORMALDEHYDE - HYDROQUINONE - METHYL CELLOSOLVE
METHYLISOTHIAZOLINONE AND METHYLCHLOROISOTHIAZOLINONE - MER -
METHYLISOTHIAZOLINONE AND METHYLCHLOROISOTHIAZOLINONE - MER -
METHYLISOTHIAZOLINONE AND METHYLCHLOROISOTHIAZOLINONE - MER -
CURY AND MERCURY COMPOUNDS (ALSO LISTED AS THIMEROSAL) - MINERAL OIL
CURY AND MERCURY COMPOUNDS (ALSO LISTED AS THIMEROSAL) - MINERAL OIL
CURY AND MERCURY COMPOUNDS (ALSO LISTED AS THIMEROSAL) - MINERAL OIL
(ALSO LISTED AS LIQUID PARAFFIN; LIQUID PETROLATUM; PARAFFIN OIL)
(ALSO LISTED AS LIQUID PARAFFIN; LIQUID PETROLATUM; PARAFFIN OIL)
(ALSO LISTED AS LIQUID PARAFFIN; LIQUID PETROLATUM; PARAFFIN OIL)
OXYBENZONE - PARABENS (METHYL-, ISOBUTYL-, PROPYL- AND OTHERS)
OXYBENZONE - PARABENS (METHYL-, ISOBUTYL-, PROPYL- AND OTHERS)
OXYBENZONE - PARABENS (METHYL-, ISOBUTYL-, PROPYL- AND OTHERS)
PHTHALATES (DBP, DEHP, DEP AND OTHERS) - POLYETHYLENE GLYCOL (PEG COMPOUNDS) - RESORCINOL - RETINYL PALMITATE AND RETINOL (VITAMIN A)
PHTHALATES (DBP, DEHP, DEP AND OTHERS) - POLYETHYLENE GLYCOL (PEG COMPOUNDS) - RESORCINOL - RETINYL PALMITATE AND RETINOL (VITAMIN A)
PHTHALATES (DBP, DEHP, DEP AND OTHERS) - POLYETHYLENE GLYCOL (PEG COMPOUNDS) - RESORCINOL - RETINYL PALMITATE AND RETINOL (VITAMIN A)
SODIUM LAURYL SULFATE AND SODIUM LAURETH SULFATE (SLS AND SLES) SYN -
SODIUM LAURYL SULFATE AND SODIUM LAURETH SULFATE (SLS AND SLES) SYN -
SODIUM LAURYL SULFATE AND SODIUM LAURETH SULFATE (SLS AND SLES) SYN -
THETIC FLAVOR OR FRAGRANCE , TOLUENE, TRICLOSAN AND TRICLOCARBAN
THETIC FLAVOR OR FRAGRANCE , TOLUENE, TRICLOSAN AND TRICLOCARBAN
THETIC FLAVOR OR FRAGRANCE , TOLUENE, TRICLOSAN AND TRICLOCARBAN
Gregg Renfrew
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At Beautycounter, we’ve banned more than 1,500 ingredients setting a new health and safety standard—
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A NEW STANDARD IN BEAUTY
Unparalleled safety, flawless formulas.
Beauty Counter
Case Study
