If you're a brand looking to make a dent in a crowded marketplace, separating yourself from the competition is a good place to start. And that's exactly what founder Gregg Renfrew set out to do when she founded Beautycounter in March 2013.
As part of the first-ever NewCo LA event, Beautycounter hosted a presentation at its Santa Monica headquarters, and the chic yet cozy vibe seems to be a reflection of the brand itself. Its head of marketing, Tracy Crane, speaking on behalf of Renfrew, said that the company has created "unparalleled transparency and safety in the personal care industry."
Although the cosmetics and personal care industry sees $80 billion in global annual sales, it still remains a highly unregulated business in the U.S. in terms of what kind of ingredients are put into products. As an entrepreneur, Renfrew saw and jumped on the opportunity to create a skincare line that she felt safe using herself as well as for her children. The brand consists of body, hair, and skincare for men, women, and children as well as a cosmetics line -- a little something for everyone. To maintain the company's rigid standards, all products are tested and approved by environmental green... Read more