Brands Are Only As Successful And Impactful As Their Stakeholders: Transparency And Brand Activism With B Corp Beautycounter

From its founding in 2011, Beautycounter has been a brand with a mission to create positive change by digging into safety issues in an industry built on surface-level aesthetics. Founder and CEO Gregg Renfrew launched the cosmetic and personal care company with a promise to create a movement through retail and consultant sales and advocacy for safer products for consumers. The first step was establishing Beautycounter’s “Never List” that now includes 1,800 questionable or harmful ingredients that are not used in its products.