Clean Beauty: Beautycounter Alternatives

It seems the recent closure of Beautycounter has left a few of us finding alternative beauty products to our tried and true favorites! In case you missed it, The Carlyle Group acquired a major stake of the company in 2021. Earlier this year, they confirmed they were selling the company back to the original founder, Gregg Renfrew. While the relaunch was originally intended for May 2024, it will take until year end 2024 for the team to sort through the reacquired assets, rights to sell, etc.

I’ve been asked quite a bit for my POV over on Instagram and to me, it isn’t surprising. As a former corporate employee of Beautycounter (2014 – 2015, through the company’s Series B funding) and having much exposure to start ups, mergers, and acquisitions in my professional career, it seems logical. It takes time to sort through legalities (more than one would think) and knowing Gregg, she will want to do this the right way. It’s extremely unfortunate that employees and brand advocates are out of work but my LinkedIn feed is full of similar posts (no notice, no severance) across every industry lately so this isn’t unprecedented. The best we can hope for is the company to rehire with the relaunch and to deliver more innovation within the clean beauty space under Gregg.

For those that have reached out asking for similar products to their Beautycounter skincare and makeup favorites, below is a thorough list of options for you. Generally speaking, Credo is a great place to find new-to-you products. It’s a curated clean beauty store which means they select the best, most effective products to sell. If you’re looking for a one stop shop, start there and sort on best sellers or best rated. I have had exceptional success with my last few orders – so much so that I largely skipped out on the last Sephora sale in favor of Credo’s sale that happened around the same time. I also really love BlueMercury specifically for M-61 products. I’m not a clean beauty purist as my priority is always products that work but I do skew clean if possible. Lastly, REN is a wonderful place to start for cleansers, toner, and moisturizers and you can always get 20% off with code JENNA20 (they forgot to deactivate my code). Don’t sleep on their Atlantic Kelp body oil either.

Skincare

 

• Beautycounter Countertime Lipid Defense Cleansing Oil: Tatcha makes a perfect match with their Pure One Step Camellia Cleansing Oil. You won’t miss it. 
• Beautycounter Counter+ Lotus Glow Cleansing Balm: Elemis’s Pro-Collagen Cleansing Balm is my preference and Colleen Rothschild’s is the most similar in feel. Both are great. 
• Beautycounter Countercontrol Clear Pore Cleanser: The M-61 Powerspot Cleanse is delightful. It’s non-drying and has significantly cut down on (dare I say prevented) breakouts. I prefer it and use it every morning in the shower. Note: it frequently sells out on BlueMercury’s direct site but this link is to their Amazon store so no concerns about inauthentic product.
• Beautycouner Counter+ Charcoal Facial Mask: I have yet to find something similar (if you have, please share) but I am using the Hero Chin Patch and the Hero Nose Patch to get by and have been very impressed. I apply after washing my face at night and take off in the morning. I love that they are more gentle than the OG Biore patches and you can see the congestion they have worked to remove on the strip itself after removal the next morning. I also use the M-61 Powerspot Pad 1-2x a week the week leading up to and during my period. This combination, in addition to the cleanser mentioned above, has kept me breakout free for nearly 9 months (knock on wood). REALLY into this routine because I do it at night when I typically have more time. I found the Charcoal Mask to be best applied in the morning before a shower which I didn’t always have time for since I start work at 6am. The product itself was amazing but removal sometimes got a little messy if I didn’t shower it off (could also be that our bathroom countertops are super low and the sink design is terrible).
• Beautycounter Reflect Effect Overnight Resurfacing Peel: The M-61 PowerGlow Peel is an excellent option with similar use (i.e. not intended for every night of the week). If you want something even stronger than the Beautycounter Peel, the M-61 PowerGlow Peel – Extra Strength has fast become one of my favorites. I discovered M-61 last year and have fast become a fan of the brand positioned at the intersection of clean and clinical (read: a clean Skinceuticals). I have yet to be disappointed by anything I try. 
• Beautycounter Countertime Tripeptide Radiance Serum: I didn’t find this serum to do much for me – it’s best aspect was that it was gentle so if you’re looking for something gentler than the peel and to use in the morning, I’d recommend using Credo’s filters to search for the issue you’re trying to target. My love of SkinCeutical’s C E Ferulic as my morning serum but I recently purchased this lower priced alternative by Marie Veronique which I’ll start testing in the next few days! REN also makes a few very gentle serums of which the Radiance Glow and Protect and the Evercalm Redness Relief are my favorites. 
• Beautycounter All Bright C Serum: There are two options with I love just as much . I am currently using the Ursa Major Brighten Up Vitamin C Serum on my skin cancer scar and chest. I also love Follain’s Brightenin Serum. It’s effective and not sticky which I found the Beautycounter one to slighty be. Fun fact: Follain was the first clean beauty brand even before Beautycounter.
• Beautycounter Countertime Ultra Renewal Eye Cream: Hands down, Hourglass Equilibrium Intensive Hydrating Eye Balm is for you. While it isn’t clean, it is my favorite eye cream for hydration. I use this at night and use REN’s Brightening Dark Circle Eye Cream in the morning. If you want to stick with clean, use REN morning and night – it is still plenty hydrating. These two eye creams are at the top of my best eye cream’s list which is absolutely worth a read.
• Beautycounter Countermatch Adaptive Moisture Lotion: The Follain Moisturizer is extremely lightweight but still hydrating which I love. I also love RENs Global Protection Day Cream (20% off with JENNA20) for sensitive skin. It’s slightly thicker than the Follain option and during summer, I sometimes find I can get away with using this at night when I lived in a more humid climate like Chicago.
• Beautycounter Countertime Tetrapeptide Supreme Cream: The REN Overnight Glow is perfect for you and arguably a step up with it’s gentle brightening ability. Grown Alchemist (another really great brand – I’ve liked everything I’ve tried) also makes a Regenerating Night Cream which has been more effective at anti-aging than Beautycounter for me as the price indicates.
• Beautycounter Facial Oil: While I haven’t found a face oil marketed toward brightening, REN makes two fabulous options for face oil. The Bio Retinoid Youth Concetrate Oil (20% off with code JENNA20) is the closest in performance and very similar to Beautycounter. It’s made with a plant-derived alternative to retinol which as a bonus, reduces the appearance of lines. If you find yourself needing a little less hydration for summer, the Evercalm Barrier Support Elixir is also wonderful. It’s lightweight enough to use in the morning for a flawless makeup application and also reduces redness.

Makeup

• Beautycounter Skin Twin Creamy Concealer: Limited shades are still available at Ulta. Will start by saying I wasn’t a fan of Beautycounter’s as it didn’t offer enough coverage for me but Kosas’ Super Ceamy + Brightening Concealer is very similar if you’re looking for clean. It’s lightweight and creamy while it brightens. If curious, I prefer Hourglass’ Vanish Airbrush or the Natasha Denona Hy-Glam Concealer. I find them extremely similar with a slight preference for Hourglass. Also similar to these is Shape Tape Ultra Creamy which doesn’t crease as much as the original for me.
• Beautycounter Dew Skin Tinted Moisturizer: Limited shades are still available at Ulta. Hear me out on this, I’ve recently been obsessed with this Kinship Self Reflect SPF. I mix a little foundation into it or apply on top to give a little added coverage when needed but I love the Kindship Suncreen because it’s also a moisturizer (that actually works as one) so it saves you a step in the morning. If you’re looking for more coverage, the Sunforgettable Total Protection Face Shield Flex is incredible and has gone viral after winning several awards recently.
• Beautycounter Skin Twin Featherweight Foundation: Limited shades are still available at Ulta. Similar to their Concealer, Beautycounter’s foundation wasn’t my favorite as I didn’t find it to stay. I really love the EXA High Fidelity Foundation for a little more coverage than Beautycounter’s. It has a flawless application that gives you your best skin with a natural flow. I also recently ordered the new Ilia Skin Rewind Complexion Stick and it’s also fantastic if you prefer stick form. I’d say it’s light to medium coverage. Lastly, I’m almost done with the Youthforia Date Night Skin Tint Serum Foundation which is probably the most similar to Beautycounter’s. I love it. It’s perfect for everyday wear and I’ve gotten so many compliments on my skin from strangers asking me what I’m using when I wear this. I will definitely be repurchasing! An aside, if you haven’t tried their blush oil it is one of my top two (the other being Westman Atelier).

Body & Sunscreen

• Beautycounter Countersun Mineral Sunscreen Stick: While I’m still searching for a clean, mineral option (this one by Colorscience is great but it requires rubbing unlike the Beautycounter one), the Sun Bum Original Face Stick is a chemical option that doesn’t require any rubbing. For anyone familiar with my skin cancer journey, I did a detailed post on SPF options here which may be helpful if you are looking for something specific. As we move through summer, I will be updating this post because I’ve been ordering a slew of new sunscreens to try! I have one Beautycounter stick left and I will savor every application because it’s simply the best. Fingers crossed they relaunch with this later this year.
• Beautycounter Countersun Daily Sheer Defense For Face: Please get the Le Prunier Plumscreen SPF. It is one of the best beauty products I have ever tried. It’s a moisturizer, suncreen, and primer all in one. It’s not greasy one bit and primes your skin for makeup perfectly. Truly worth the price tag. Another great option is the Kinship Self Reflect SPF mentioned above. 
• Beautycounter Sugar Body Scrub in Lemongrass: There is no duplicate. Beautycounter’s is simply the best because it exfoliated and hydrated. BUT Osea’s is really good and along the same lines. I also like Follain’s which is totally different – more fine granules so it’s better if you’re looking for something extremely gentle.
• Beautycounter The Clean Deo(dorant): Will be transparent and say Beautycounter was not my top pick for effectiveness but here is my ranking of clean deodorant’s. I’ve been using up mine so that I can try a bunch of new ones and I also really like Each & Every which would fall right behind Taos AER (so, high on the list – highly effective, more than Beautycounter, and great scents). I will update this post once I have a chance to try them out. 

If you loved something from Beautycounter that I didn’t include, drop the product below and I will add to this post. My Instagram messages are always open if you have follow up questions too. If you feel overwhelmed by the options, I love nothing more than breaking them down for you. I truly love testing beauty products so don’t be shy.