This is an episode of the Glossy Beauty Podcast, which features candid conversations about how today’s trends are shaping the future of the beauty and wellness industries. More from the series →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.
