Do you ever wonder what is lurking behind your trusted skin cream, foundation, fragrance, or even your lipstick? What you uncover can be pretty scary, as toxins that are linked to cell damage, and even cancer, are seemingly present in these products we cannot live without…well, at least I can’t. With so much information constantly flying at us, we’re reminded daily that pretty much everything we eat, breathe, and live around can destroy the environment…not to mention us. As we are becoming more eco-conscious and hyper-aware of the consequences that our lifestyle choices can bring, new companies are popping up to provide a helpful alternative to all this toxic waste.
Last month, Los Angeles-based Beautycounter launched their sophisticated- and reasonably priced- new line of non-harmful skin care, which consists of lightweight, hydrating, and largely oil-based formulas. These streamlined cleaners and moisturizers eliminates all 1,300 ingredients that are banned in the EU- while the US has banned just 11. Founder Gregg Renfrew, a stylish NY transplant living in LA, teamed up with celebrity makeup artist Christy Coleman- who tends to the gorgeous faces of Miranda Kerr and Heidi Klum- offering a range of daily basics such as the Lustro Face Oils- blended with rosehip, grapeseed, argon, and buckthorn- as well as eye and face creams that incorporate organic coconut oil… which simply means, the only thing lurking in your environment will be radiance.
Renfrew was previously a CEO twice over, first with the online gift registry, The Wedding List- which was sold to Martha Stewart Omnimedia in 2001- then followed by the children’s retailer Best & Co. Her mission with Beautycounter is to educate and empower women, giving them valuable knowledge and the opportunity to sell these products to people they care about. The company has modeled itself as a social selling business, skipping retail and going straight to a direct sales force– think a more fashion-forward Avon- where these women could best optimize their strong social media networks. And of course, for those who love to shop late-night with your laptop, these safe and chic commodities can be acquired online. Beauty really can be so easy. www.beautycounter.com
