Beautycounter's founder Gregg Renfrew has repurchased the brand from foreclosure, rebranding it as Counter. The company retains its clean beauty ethos but alters its business model significantly by eliminating the multilevel marketing structure. This relaunch signifies a shift towards a more traditional retail approach while maintaining the brand's commitment to cosmetics regulation. The new identity features a fresh logo and product line, appealing to a market still keen on clean beauty. However, it navigates past tensions with direct sellers to establish a cohesive retail strategy ahead of its launch on June 25.
"This is a brand and a business model reimagined. This is a new company. This is not the old company," Renfrew told The Business of Beauty exclusively.
The biggest change, however, is the brand has done away with its former upline-downline compensation model typical to multilevel marketing companies.
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