Beautycounter is Back. Exclusive Details, Backstory, and Sale Details!

After a tumultuous year, Beautycounter has given fans of their B Corp, EWG verified cosmetics some good news. They’re back… for a month.

From November 1st 9am pst: shop beautycounter here

Beautycounter is reopening its doors to the public, with a highly-anticipated “In Between” shop, running through November. Their full range of products will be available with the expectation that some will sell out. There won’t be any return or exchange options (more on that below) but there will be different promotions through the time. Some disclosed and some I’m speculating on! From Friday 1st you can head to their shop HERE but let’s dive into the highlights, the current brand story, and my top product picks.

AS ALWAYS, Some of the links in this post are affiliate links, you pay no more (sometimes less!) but they give me the time to answer questions and provide helpful content for navigating sustainable, ethical living!

If you’re shopping Beautycounter this month you can use my affiliate link here to shop directly. This link allows me to track your order and help more with any questions or follow-up you might need!

A makeup bag filled with small items being held by a caucasian hand with rings on, in a car.

Why is Beautycounter back?

Beautycounter is not fully back. They say we can expect a full, loud, and mission driven relaunch in 2025. But for now they’re opening an “In Between” shop for the month of November. In April the brand was sold by private equity firm The Carlisle Group and ‘pieces’ of it were bought back by the original founder Gregg Renfrew. You can read or listen to the full story HERE.

Gregg’s intention has always been to bring back the brand and it makes sense to me that her and her team would do this, in the highest selling month of the year, to help to keep customers stocked and waiting for 2025. It will also reduce the waste of unsold product sitting, and will create presumably needed income for the brand in the relaunch process. So this is the chance for anyone who wants, to restock their favourite products for the next few months.

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Details to know for the Beautycounter In Between Sale

If you’re wanting to pick things up during this sale, here are some key details to know to get the most for your money and shop at the best time. I’m also happy to help you with colour matches, skincare suggestions or any strategising to save money – you can email me kezianeusch@gmail.com and I’ll help!

The free Clean Eau De Parfum mini set is also EWG-verified, making it an excellent gift option. I’m a huge fan of this set, which lets you explore different scents while keeping things eco-friendly and low-impact. They truly are brilliant and after trying the similar DIME alternative, while I loved their skincare, I really prefer the scent, quality feel, and range of the perfumes that Beautycounter has.

What is G2G?

We might see going to see this name thrown around in communication through this month. When Beautycounter the brand was dissolved in April it was under the umbrella of Counter Brands LLC. When Gregg bought back the pieces of the brand (like the products, the online platform etc) she formed the G2G as the company that would reassemble Beautycounter as a brand. So it’s G2G doing business as Beautycounter. For all intents and purposes, when you see G2G you can see that as Beautycounter.

You can catch up on the full backstory and the journey from April to now in this video.

When is the best time to shop the Beautycounter Sale?

Pro Tip: The best window to shop looks like it’s from November 1st to 11th, when you can take advantage of all three perks at once. We’re told stock levels are solid, but if there’s something you’re set on getting, or some of the best sellers like C Serum, Countertime, or core makeup items, shopping early is always going to be a smart move. However I do expect we’ll see a site-wide sale for Black Friday and Cyber Monday starting the week of Thanksgiving, so if you’re not wedded to certain items or want to wait and see, everything could get cheaper later on. You make the call on when you want to shop!

a brown box of beauty products

What to Expect During the “In Between” Period

Besides their regular line ups for skincare and makeup, and all-time favorites, Beautycounter is rumored to launch a few long-awaited products, including the return of Counterman products and a new improved Countertime serum. Counterman tailored to men’s unique skin needs but can be used by anyone, and Countertime focuses on deep hydration and anti-aging ingredients.

Update: Beautycounter have said the serum will be available first to affiliates on the 7th and then to the public so we won’t see it at the start of this In Between Shop window.

Should You Wait for a Beautycounter Black Friday sale?

If history is any indicator, a Black Friday site-wide discount could well happen, but there’s no guarantee. That said I’m personally expecting we see a 15-25% site wide sale because they’ll be wanting to sell off the maximum amount of product/generate the most cash. With Beautycounter aiming to sell through inventory during this window, November’s sale may actually be your best chance to secure your must-haves. My advice? If you have your eye on something, especially holiday kits or limited-edition items, don’t wait too long!

My Top Beautycounter Picks

I’d say this is a time for you to pick up things you know work well for your skin and life. I’m only an advocate of the Beautycounter brand because I care about our consumption, ethics and impact as we shop. So I’m only going to advocate buying what you need, and not enticing you to buy more than that!

There are no returns (aside from breakages or product issues which will be replaced or refunded by Beautycounter) so it might not be the time to try new things – but I’m here if you want my take on what might work well for you. Some Beautycounter products have been easier to replace from other brands in a way that holds the same values for safety, sustainability and ethics, and others have been harder. So I’d recommend stocking up on specifics you love and things that are harder to replace with other brands.

  • New EWG verified and fully disclosed fragrance: The new fragrance line would be one of my top picks at is was a very unique product that’s hard to replace! The mini sprays that are free will last a few weeks each and the rollers last a few months. Shop their fragrances HERE from Friday.
  • Countertime: Beautycounter’s anti-aging line that I think it will sell out. There are alternatives but if you know your skin loves Countertime then it’s one to pick up HERE.
  • Dew Skin Tinted Moisturizer: This is one of my favourites, and there are replacements but when you fall in love with something sometimes you don’t want to swap! It’s an easy go-to for radiant, everyday coverage that’s light and natural, with SPF included. Note: SPF products do have an expiration. Beautycounter have said nothing they’re selling is close to expiration but you don’t want to stock up on these – just enough to get through to maybe a Spring relaunch next year. Shop Dew Skin!
  • Mascara: I really do think Beautycounter cracked the formula on safely formulated mascara! Long-lasting with clean ingredients, it’s a staple for daily makeup and beats out every other “clean” mascara I’ve tried. Plus it features a recycled plastic tube. You’re supposed to change mascara every 3-4 months, but this lasts more like 6. Shop it here.
  • Skin Twin Foundation: An ideal choice if you’re after a fuller coverage option that doesn’t feel heavy. If you want a colour match, email or DM me!
  • Sunscreen: Anything SPF comes with an expiration date. From what Beautycounter have said, everything will have the same expiration window as normal. But that would be a personal caution if I was shopping for me. Especially as we’re not in peak sunscreen using season!

Final Sale Details

I’m really here to help you for this month. I worked with Beautycounter for 6 years before they closed down in April. While I won’t be working with them next year, I have 6 years of practice colour matching their makeup and suggesting skincare. I’m also always happy to say when I don’t think a product is a good fit.

Happy shopping! You can visit Beautycounter HERE (that’s my affiliate link) browse and shop the sale starting November 1 at 9am PST. Feel free to reach out with any questions or anything I didn’t cover here.

skincare products on a grey background

Want to browse my everyday top picks from Beautycounter? Find them in this archive post HERE!

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