Beautycounter returns as Counter.

My take on the new company that just launched.

The short story…

The TLDR here is this: I have mixed feelings about the company (detailed below), but, like you, I loved and used the products for nearly a decade, and I’d truly appreciate if you’d shop via my link if you used to shop with me. The loss of that business was a very significant blow to my livelihood after all that time, and I’d really appreciate your continued support.

If you would like to become a brand partner with Counter and refer customers, here’s a link to sign up.

The longer story…

As many of you know, but some may not, I worked with Beautycounter for 8 years - from 2016 to 2024 when it closed virtually overnight.

I was a consultant and leader of a robust team with as many as 600+ people at one point, and I was a real champion for the products, in supporting those on my team, and also of the brand itself and its mission.

So, I don't say any of this lightly or without deep thought and many, many months of thought and introspection.

When Beautycounter shut its operations down overnight in April 2024 - leaving hundreds of both HQ employees and top leaders in the company's field of reps high and dry - it led me to question everything that the company (and CEO) stood for in terms of their values.

The founder had said for years, through mistakes and fumbles, that "Beautycounter will always make it right.” And, for years, they mostly did. However, through the overnight closure, they absolutely DID NOT do that, nor did she do anything to care for the many, many hundreds and thousands of people who landed her with a gigantic payday when the company was bought out by the private equity firm, Carlyle Group, back in 2020.

All that said, I absolutely did love and use the products for those 8 years - and while I’ve largely found replacements for them, I do still love some of them.

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Better than Counter

For those curious, a handful of the replacements I absolutely will not be looking to get from Counter again include this Vitamin C serum and these pods, this peptide serum wand, this BB Cream with SPF 30, and this mascara that doesn’t smudge but also washes off easily - they all out-perform the products I formerly used from Beautycounter.

Further, the vast majority of my Shaklee customers who have switched to their full YOUTH skincare line have seen great results and they’re saving money with lower price points on most items and great member discounts!

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I don’t know what to expect of new company as a whole - especially in terms of how they’ll treat their affiliates, their corporate culture, and their customer service level - or what the future holds.

At the same time, I also truly value my customers that I served and supported for nearly a decade in finding solutions that worked for you. I enjoyed educating on the products, how to use them, offering my tips, advice, and recommendations for what you may love along the way.

I realize that you may have loved and missed these products over the past year.

I get it, I had my favorites as well. Like you, I had been using these products for 8 years and for them to disappear overnight was tough!

So, I would ask, if you used to shop with me, I would really appreciate you continuing to shop with me via my link.

(And of course I’m happy to answer questions and offer any support the way I used to if you’re placing an order with me!)

To be perfectly honest, it was a significant hit to my livelihood after building up and working with customers, + supporting my team members for 8 years, so it’s really meaningful to me if you shop with me, if you used to shop with me or if you’re new here and are curious about this skincare.

Favorites from Counter

The initial launch is quite limited, but you’ll see some of my favorites, such as:

• Mineral Boost Hydrating Essence

• Lotus Glow Cleansing Balm

• Overnight Resurfacing Peel

Hopefully we will see the Charcoal Cleansing Bar come back, but it’s not launched yet.

I’m definitely curious to see what new items are coming down the line, and how they compare to Shaklee, who I’ve been working with in the meantime and loving!

One thing to note - be sure to sign up for the Counter Loyalist Program, as it’s an easy way to earn product credit:

• Earn $15 Product Credit for every $200 spent ​

• Receive a birthday gift  ​

• Refer a friend: Share 10% off and earn $10 Product Credit (referred customer must spend $100+)

Please be sure to save my link for future purchases, as this helps me get credit if you switch devices while shopping.

And, if you’re shopping with me, I’m always available to support and answer questions as I was for the past nearly decade!

There’s also a reminder before you check out fully - “You’re shopping with Diane Sanfilippo” - so you’ll know you’re shopping with me!

Again, I appreciate your support here!

Let me know if you have any questions or thoughts below - or feel free to reply to the email in your inbox if you would prefer to keep your thoughts private.

xx,
Diane