Beautycounter Uses Its New Store To Advocate For Clean Beauty

November 27, 2018: 12:00 AM EST

Direct-to-consumer beauty brand Beautycounter has opened its first physical store, on New York’s Prince Street. The brand is selling its 150 product line in the store, and providing a consumer experience that aims to place the brand closer to its buyers. Founder and CEO Gregg Renfrew says that the brand’s “story is best told person-to-person.” Visitors are invited to use a phone booth within the store to contact members of Congress to voice their support for changes to beauty regulations. The store also provides information on the brand’s ingredients as well as those the brand refuses to use, raising the profile of the clean beauty movement, a campaign the brand supports. [Image Credit: © COUNTER BRANDS, LLC.]

Deanna Utroske, "In NYC, Beautycounter is selling product, advancing advocacy, and providing education", CosmeticsDesign.com, November 27, 2018, © William Reed Business Media Ltd

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Beautycounter Uses Its New Store To Advocate For Clean Beauty

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