The beauty industry disruptor that brought clean beauty into the mainstream is back with a shiny new brand concept.
Gregg Renfrew, the entrepreneur behind Beautycounter and Counter, is launching her third beauty brand on September 1 in an effort to reach consumers ages 14 to 30.
The brand is called Beecee and, in a lot of ways, is an iteration of now-defunct Beautycounter. The line will launch direct-to-consumer with lip gloss, skin balm and face mist at premium price points. The company is currently in the midst of a community meet-up tour — hosting events with Renfrew in Nashville, New York, Chicago and Charleston, among other cities — to recruit and mobilize excited young brand advocates who can earn a commission on sales.
But do young people care about clean beauty? “The answer is unequivocally yes,” Renfrew told Glossy. “I've actually been really surprised by how many of the young women with whom we've been interacting have said that this really matters to them.”
In 2013, Renfrew launched Beautycounter, a first-of-its-kind beauty business built off ingredient transparency, independent sellers and ‘boots on the ground' industry advocacy in Washington, D.C. The concept struck a nerve and forever shifted the beauty industry toward better transparency.
But Renfrew was very early to the "clean beauty" wave — something that, today, is very much table stakes for new brands. This has presented its own challenges for Renfrew’s ongoing success.
“It's both a blessing and a curse to be the leader and the disruptor in any industry at any moment in time,” she said. “In some ways, I have the luxury now of coming back in through Counter and Beecee to see all the things I did well and all the things I didn't do well, of which there were many, and iterate on those models to do them better than I did before.”
Beautycounter officially shuttered in 2024, giving Renfrew the opportunity to buy back her IP from the VC firm The Carlyle Group. Renfrew then parlayed her bestselling formulas and clean beauty mission into Counter, her brand launched DTC in 2025 to serve women 35 and older.
Glossy Beauty podcast host Lexy Lebsack sat down with Renfrew to discuss Beecee, the future of clean beauty, how to best reach Gen Z and why the best days of specialty beauty retail are behind us.
