Counter (formally Beautycounter) is back
16 skincare + 3 makeup products
Counter is here and it is Beautycounter 2.0.
I have been waiting for a year to hear what Beautycounter was doing as they were waiting to open. Now, I didn’t hold my breath waiting for them to return, but did choose to take a long break from doing almost any business.
But now that they are back, I can share all the details with you and why I’ve decided to grab a link and share Counter.
When we heard Counter was coming back in the summer of 2025 we all were wondering what the business structure would be. Would it be coming back again as a direct sales company? Or just an affiliate program?
And Counter came back with an affiliate program model which made the decision very easy for me. Of course I would get a link. I spent 9 years with Beautycounter and fell in love with the company and the products and especially the transparency with the clean products.
BUT… because there isn’t an any piece of what was previously built with Beautycounter the decision to not plant my flag here and grow another business was made for me. I can share the products and you can choose to stock up on your favorites or try out a new product.
When Beautycounter closed they had about 250 SKUs (many of those included different shades of lipstick and blush for example). Counter is coming back with 19 products. 16 skincare and 3 makeup. I know some of you have been the most disappointed with the makeup not coming back and I agree with you! Beautycounter makeup was what got me started using the products myself in 2015.
For Skincare
Skincare has 2 different lines: Countertime (new Maroon or Burgundy packaging) and Counterglow (formerly Countermatch). But Counterglow is almost completely refreshed. They also have Cleansing Balm, Clear Pore Cleanser, Overnight Resurfacing Peel, All Bright C Serum, Brightening Oil, Daily Sheer Defense.
For Makeup
For makeup, Counter came back with Dew Skin, Skin Twin, and Sheer Genius Lipstick. But there isn’t any concealer which a few of you have asked about. They say more makeup is coming but I have no idea if it is 2 months or 2 years from now.
Next Steps
I know a lot of you still adore your Beautycounter products and most of the top products are back or reimagined. If you need any help picking out products, feel free to reach out! Comment on my Substack and I’ll get back to you.
One thing I’ve learned this last year when it comes to skincare and makeup is that there are many good clean companies. I’m proud to be able to recommend Counter again and so glad the products I used and loved get to come back to the market again! I also want you to know that if you were looking for something else, I have other options for you too!
Here is my Counter link. Due to a very different website you won’t be able to get linked to me like you used to. If you want to shop Counter, please come back and use my link again.
COUNTER LINK: https://www.counter.com/?aff=MEGHANBIRT
The Heart Behind My Beautycounter Journey
One last thing I wanted to share—especially since I’ve always been open about my business journey. There were a lot of emotions this past year with Beautycounter.
As you probably remember, it abruptly shut down in May 2024 with no warning. It hit hard, especially during a tough season health-wise. Last summer brought a lot of unexpected change (that turned out to be some blessings in disguise)
While I took time off work, I kept wondering what would happen with Beautycounter and what I’d do if it returned. But since we lost our clients and teams—and it came back as just an affiliate program—I didn’t have to make a big decision.
Now, I’m able to share the same clean, high-quality products through Counter while keeping my business options open. And since it’s an affiliate model, I won’t be spending a lot of time creating Counter-specific content. There’s just no need to like I did in the past. But I’m here behind the screen if you need anything. Just comment or send an email to me at drmeghan@meghanbirt.com