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Beautycounter Set to Return With New Name and Look

The clean beauty label was bought back from a private equity firm last year by founder Gregg Renfrew, and will relaunch as Counter on June 25.
The deal values Beautycounter at $1 billion.
Beautycounter will be relaunched as Counter on June 25, 2025. (Beautycounter)

On hiatus for over a year, Beautycounter is making its comeback.

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Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.


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