8 min read
Swing by any Sephora, Ulta, or drugstore and you’ll see shelf after shelf of beauty products marketed as “clean.” For that, you have Gregg Renfrew to thank. In 2013, the entrepreneur founded a first-of-its-kind beauty brand, called Beautycounter, that aimed to provide consumers with cosmetics free of chemical ingredients linked to health concerns such as increased cancer risk and reproductive issues.
In the years since, brands have pounced on her idea—and used it as a way to reel in customers. The only problem: There isn’t an agreed upon definition of clean beauty among retailers or consumers and as a result, shoppers are left navigating a confusing world where the word “clean” has lost its meaning altogether.
Beautycounter closed up shop in 2024, but last summer, the founder launched another company called Counter Beauty, the new self-proclaimed “leader of the clean beauty revolution,” according to the brand’s website. “Really our goal is to set a definitive standard for clean because we think clean is worth fighting for,” Renfrew tells Women’s Health. “And today, clean means nothing.”
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Counter Beauty walks the walk, embedding a sense of care and commitment in every fiber of the brand’s being. For instance, not only do Counter products boast an ever-evolving list of ingredients you’ll never find in their products—aptly named The Never List—they go the extra mile, ensuring their packaging is as clean as the formulas within and that the ingredients they do use are “ethically and responsibly sourced,” Renfrew says.
As a journalist with a background in health reporting, I admire brands that prioritize and protect the wellbeing of their customers. But as a beauty editor and consumer, I know that products are only as good as their results—and even the cleanest of beauty products will collect dust if they don’t deliver. Renfrew insists Counter’s products are both clean and effective, so I decided to put their makeup to the test.
Here are my unfiltered thoughts.
My Favorite Counter Beauty Makeup Products
There are so many stars to choose from, but these are the standouts that I know your routine is craving.
Skin Twin Featherweight Foundation
To put it plainly, I am not a huge foundation girl. I can appreciate a full beat when I see it, but for my own day-to-day look, I gravitate toward lighter products that enhance my natural complexion.
This foundation is basically my dream come true.
As the name implies, Counter’s Skin Twin Featherweight Foundation does an impressive job of matching my tan, olive skin tone, which is no surprise considering the product comes in 27 flexible shades. Plus, it still feels incredibly light on the skin. In fact, once it melts in, it barely feels like I’m wearing anything at all. And yet, this foundation still manages to conceal blemishes without completely masking my complexion. It covers the redness on my cheeks, for instance, while still allowing some freckles to peek through.
Simply put, this foundation doesn’t feel like a mask. It makes me feel like myself, just a bit more polished. And that’s exactly what Counter beauty aims to do for its customers, Renfrew says. “The woman that we reach is a person who enjoys wearing makeup, but she is confident in her skin and is not focused on covering up her entire face with makeup,” she says. “We try to enhance her natural look.”
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What’s more, this foundation is easy to apply with either a makeup brush or your fingertips. When using your hands, it may take a bit of extra blending to avoid streakiness, but the payoff is worth it, especially since the product is gentle enough for all skin types.
That gentleness proved especially helpful for my colleague at Women’s Health, Olivia Luppino, who needed to tweak her makeup routine after mysteriously breaking out. I suggested she try Counter’s foundation, and she hasn’t looked back. “I haven’t had any issues with breakouts since switching and find the formula super gentle and neutral on my skin,” she told me. “With acne it can be hard when it feels like everything is adding to the irritation, so I’m happy to have a base layer that I know isn’t adding to the problem.”
And it’s not just Olivia and me who are fans. “Our foundational complexion products have always been extremely well-received,” Renfrew says. “And I think that women of all ages and skin tones have been able to enjoy those products.”
Shop The Counter Beauty Skin Twin Featherweight Foundation
Katie Mogg
Writer, Katie Mogg, before and after applying the Counter Skin Twin Featherweight Foundation. The product evened out her skin tone without completely concealing her freckles.
Brilliant Brow Tinted Brow Gel
Nothing frames the face more than eyebrows that are on point. Left to their own devices, mine can quickly become unruly. As a result, I’m no stranger to eyebrow threading and plucking, habits that have ironically left me with stubborn sparse areas that prevent my brows from looking as full as I’d like.
My go-to fix is tinted brow gel, and Counter’s Brilliant Brow Tinted Brow Gel is my new essential. I have dark brown hair but prefer a softer, natural-looking brow, so I use the product in the medium brown shade. However, the gel also comes in light beige, deep brown, and cool black shades, making it easy to find a match for most hair colors.
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With just a few swipes, this gel makes my brows look naturally fuller, instantly filling in sparse spots and giving my brows a subtle lift that breathes life into the rest of my face. The gel sets without leaving behind residue or flakes, and it doesn’t make my brows feel stiff after it dries. Plus, the formula is powered by plant-based waxes and butters, so I don’t worry about the gel making my brows feel dry or brittle over time.
That said, the micro brush applicator—a spoolie that picks up a generous amount of product—does require a light hand. It’s easy to over-apply if you’re not dexterous since a little goes a long way. To avoid uneven pigment or an overly bold look, gently comb the product through your brows in the direction of hair growth, building up the product gradually only where needed.
Shop The Counter Beauty Brilliant Brow Tinted Brow Gel
Katie Mogg
Writer, Katie Mogg, before and after applying the Counter Brilliant Brow Tinted Brow Gel. It successfully filled in sparse areas without creating an overly bold look.
Sheer Genius Conditioning Lipstick
If there’s one thing I can’t stand about lipstick, it’s when formulas leave my lips feeling tight and dry—or when they feel sticky and the product starts separating. Thankfully, those aren’t issues you have to worry about with Counter’s Sheer Genius Conditioning Lipstick. This product comes in eight natural, flattering shades, a few of my favorites being Rose, a vibrant pink; Lily, a luminous yet neutral pink; and Rosewood, a deeper reddish-brown shade.
I wore the conditioning lipstick on a recent night out dancing with friends and immediately noticed how soft and smooth it made my lips feel. It honestly felt like I was wearing a hydrating lip mask, except it also delivered a beautiful wash of color. True to its name, the lipstick is pretty sheer, leaving behind a satiny, creamy finish that strikes the perfect balance between natural and elevated. Beyond how it looks and feels, the lipstick also smells lovely, making each application feel like a small luxury.
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But let me clue you in on a little beauty secret of mine: I love repurposing my lipstick as blush, dabbing it onto my cheekbones and on the tip of my nose. This formula’s creamy, smooth texture makes it especially well-suited for that sort of multitasking—a quality that Renfrew says is a priority for Counter’s makeup products. “We work really, really hard at that. So it’s not easy, and it takes us longer to bring products into the market,” she says. “But I think people know that we are really walking the walk.”
That said, this lipstick does transfer fairly easily in my experience. I noticed lip stains on the rim of my glass while sipping drinks. And when I gave my partner a quick peck on the cheek to test its staying power, I left behind a noticeable kiss mark that he had to rub away. In other words, you’ll likely need to reapply throughout the day as this lipstick isn’t necessarily long-lasting. But in my opinion, the final look is well worth the extra effort.
Shop The Counter Beauty Sheer Genius Conditioning Lipstick.
Katie Mogg
Writer, Katie Mogg, before and after applying the Counter Sheer Genius Conditioning Lipstick in the shade Rosewood. The product feels like a hydrating lip mask.
Dew Skin Tinted Moisturizer
Remember how I said I’m not much of a foundation girl? Well, to be completely honest, I’m not much of a complexion makeup girl, period. That’s because I prefer using skincare ingredients actually proven to work, and then calling it a day. But Counter’s Dew Skin Tinted Moisturizer with SPF 20 is genuinely making me rethink my ways because that’s how flattering (and good for the skin) it is!
Similar to Counter’s foundation, this tinted moisturizer manages to soothe and nourish my skin while adding a subtle airbrushed effect to my natural beauty. And my face has been feeling particularly dry this winter—to the point where I’ll sometimes wake up with flakes of dry skin on my chin and T-zone area in the mornings. Applying this tinted moisturizer has been the perfect balm to my winter dryness. The fact that it evens out my skin tone and provides protection from the sun’s ultraviolet rays as well is a great added bonus.
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Another perk: The product comes in eight shades. I used shade no. 3 “light with golden undertones,” and was impressed with how seamlessly it melted into my own skin. Using this moisturizer has become something I look forward to in my daily routine, knowing that just a few seconds after patting it into my face, I’ll be able to rock a dewy and luminous complexion all day long. And even though I don’t naturally gravitate to foundations or tinted moisturizers, I wasn’t surprised by the high performance of this one after hearing how popular the product is among Counter’s customers. “Our tinted moisturizer with SPF has a cult-like following,” Renfrew says. “That is something that has been a tried-and-true, ride-or-die product forever.”
After giving it a try myself, I totally understand why.
Shop The Counter Beauty Dew Skin Tinted Moisturizer
Katie Mogg
Writer, Katie Mogg, before and after applying the Counter Dew Skin Tinted Moisturizer. The product melts into the skin seamlessly.
The Bottom Line: Are Counter Beauty’s makeup products worth it?
At the end of the day, “clean” beauty often comes with a heftier price tag. While a run-of-the-mill brow gel might cost five or 10 dollars, for instance, the same product from a clean beauty brand can easily cost more than twice as much. But if you ask me, investing in cosmetics that have been thoughtfully formulated and packaged with your health and safety top of mind is well worth it if you have the disposable income.
And not only does Counter set the standard for cleanliness, they set the standard for performance, too. The formulas feel light, airy, and most importantly, genuinely effective—proof that makeup doesn’t have to compromise your health to deliver results you want to flaunt. “If you don’t have products that perform to people’s standards, they just won’t use them,” Renfrew says. “Efficacy is critical.”
And I’m happy to report: Counter has easily earned a spot in my makeup bag.
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Katie Mogg is the beauty editorial assistant at Women’s Health. Since starting college at Northeastern University in 2020, her bylines have appeared in The New York Times, The Wall Street Journal, NBC News and The Boston Globe. She strives to help readers lead happier and healthier lives through science-backed stories that explain how to care for hair, skin and nails. When she’s not working, Katie enjoys live music, strolling through Central Park, planning her next beach getaway, and sharing hotpot with friends.
Brian Underwood is beauty director at Women’s Health, where he oversees content strategy for the brand across all platforms, including digital, print, and social. Underwood previously served as beauty and wellness director at Oprah Daily and O, The Oprah Magazine. During his tenure leading beauty content for the Oprah brand at Hearst, stories Underwood commissioned were awarded the Skin Cancer Foundation Media Award and a Fragrance Award for Editorial Excellence (his second). He was the launch Beauty Director of Dr. Oz THE GOOD LIFE, and has held additional editorial positions at Fitness, Organic Style, Good Housekeeping, Life & Style Weekly, and Woman’s Day and has written for Self, Shape, Seventeen, Redbook, Cosmopolitan, and many more. Underwood previously served on the Skin Cancer Foundation’s gala committee and as partnerships director of the Trans Beauty Clinic, a New York-based charitable organization that provided beauty services and workshops to the city’s trans community.
