The Rise, Shock Fall, And November Return Of Beautycounter: What You Should Know About Its Closure + Sale Comeback!
What’s going on with Beautycounter now?
For many years, the California based beauty brand Beautycounter stood out as a trailblazer in the beauty industry, championing clean, safe, and ethically sourced ingredients. The company built a loyal following, especially among those who prioritise non-toxic, environmentally friendly products. But earlier this year, Beautycounter unexpectedly announced its closure, sending shockwaves through its community of customers and consultants alike. Now, breaking news has surfaced: Beautycounter is making a comeback, opening for a special sale this November, with plans to relaunch fully sometime next year.
⭐️ UPDATE: Beautycounter have released sale details: find them all in THIS post.
⭐️ You can shop their “In Between” sale and choose your promos from Friday November 1st HERE.
As Beautycounter returns, let’s dive into Beautycounter’s recent history, why it closed, and what we can expect from its much-anticipated comeback.
A Brief History of Beautycounter
Beautycounter launched in 2013, with a mission to change the beauty industry by offering high-performing, clean products free from potentially harmful chemicals. The female founded, B Corporation brand was a leader in the industry, advocating for more stringent regulations in the cosmetics industry and pushing for change in government policy. It became a favourite brand for many people including many celebrities and pro makeup artists wanting high performing makeup, but with safer ingredients and more sustainable values. It was also loved by those who cared about ethics in production with initiatives like traceable mica, vanilla from organic, women owned coops, and pushing for legislation change alongside providing options for those who could afford it.
Beautycounter used a direct-to-consumer business model with multiple sales channels. They sold using e-commerce through their website, independent consultants, and Beautycounter stores in New York, on Abbot Kinney, Denver and Nantucket. The independent consultant side brought mixed opinions as would be expected, but it gained massive popularity especially through the pandemic years hitting 60, 000 consultants shortly before closing. The company grew exponentially, attracting millions of customers who loved the transparency and high quality of the products, from skincare to makeup to reef friendly SPF.
The Influence of Private Equity: Carlisle’s Investment. Beautycounter’s downfall?
In 2021, Beautycounter secured a major investment from The Carlyle Group, a global private equity firm. While private equity can offer businesses the capital and strategic support needed for growth, it often comes with a push for higher profits and operational changes. Carlyle’s investment in Beautycounter was intended to fuel its expansion and brand visibility, but it may have also led to the internal restructuring and challenges that contributed to its closure earlier this year. Private equity involvement can influence everything from pricing strategies to supply chain operations, and it seems that Beautycounter’s leadership team had to make tough decisions in navigating these pressures. As Beautycounter prepares for its return, it’s possible that this relaunch will be shaped by lessons learned from Carlyle’s investment and the evolving beauty market.
Breaking News: Beautycounter Is Opening for a Special Sale This November
Just when it seemed like Beautycounter was gone for good, exciting news broke. The brand is reopening for a limited-time sale starting on Friday, November 1, at 9:00 AM PT. (Get updates when it’s live!) This sale will likely feature most of Beautycounter’s usual line up, including their new EWG fragrance line and repackaged Countersun SPF line. So it’s a great chance to buy what you need before the brand fully reboots at some point next year. The company has stated its November sale will “open up to our entire G2G community,” referring to the new company formed to rebuild the Beautycounter brand.
In terms of what to expect, they’ve mentioned there will be multiple offers throughout the sale, including gifts with purchase, free shipping opportunities, and product discounts. If you’ve been missing your go-to Beautycounter items, my advice would be to shop early if there’s something you can’t live without, or hold on to see what offers land if you’re not wedded to something in particular. Either way, it’s a great moment to stock up. I’ll send an email update when it’s live if you’re on THIS list, and there’s a list of alternatives from other brands HERE.
The Big Comeback: What to Expect in 2025
Beyond the November sale, Beautycounter has confirmed that it plans to fully relaunch at some point next year. Although specifics are scarce, we can expect the brand to maintain its focus on clean beauty, ethical sourcing, and advocating for safer ingredients. Whether the direct-to-consumer model will remain or if the company will adopt a different business structure remains to be seen. My personal guess is a paired down product selection and a move away from a full on direct sales model to a more substantial affiliate model instead. And I think with the original founder Renfrew back at the helm, I think we’ll see a more grass roots feeling company very focused on the key Beautycounter values of safer beauty for everyone. But we’ll see!
Final Thoughts
Beautycounter’s journey has been a rollercoaster ride to say the least, from being an industry leader in clean beauty to its unexpected closure and now, its imminent return. As we look forward to the November sale and the full relaunch next year, it’s clear that the brand still has a lot to offer and the US beauty industry still needs the change that Beautycounter set up to bring. I’m thankful it’s back even for a short time to bring the solutions that so many people relied on before.
I’ll be sharing any inside scoop—click here for updates or subscribe to The Whole Home YouTube channel, and I’ll keep you posted as more details develop.
