At this time, the post was written, I had just turned 50. Now at 57, I'm so glad that some of my favorite former Beautycounter products are now available with the Counter Brand. Currently, the clean beauty company is running a friends-and-family sale with 30% off. Shop now.
I'm not a beauty blogger, and I certainly don't play one on the internet either. In fact, some people may compare me to an old shoe because I get very brand loyal if I like a product, and that is especially true for me when it comes to beauty and skincare lines. I don't switch it up; I want something.
However, it may taksome timele to find the beauty product that works for y,, ou so there is a lot of trial and err involvedor. Skincare is so personal because what works for me may not work for you. Our skin, our largest organ, is unique to us. What I choose to pay for skincare lines is not what you choose to pay for products. However, as aging women, we can all agree that we need skincare products that perform well.
Since I'm now 50, my cosmetic bag has been filled with many brands over the years. In the past twenty-five years, I've purchased brands such as Bobbi Brown, MAC, Elizabeth Arden, L'Oréal, Stila, Avon, Urban Decay, Estée Lauder, CoverGirl, Revlon, Peter Thomas Roth, Smashbox, Tarte, and probably many more. Seriously, just take a look at this list of Nordstrom beauty products, and you will see just how many cosmetics, skincare, and care brands are on the market, and this is just the high-end list. Have you been to an Ulta store lately? It can be overwhelming.
About 4 years ago, I began researching safe beauty products after learning that the cosmetic industry is largely unregulated when it comes to product safety. Mainstream companies are now changing their toxic practices, and the entire beauty industry is shifting toward greater safety. That is good news, but there is still a lot of greenwashing in labels these days, used for marketing clean beauty products. You may think you're buying a safe beauty product because it's labeled 'natural,' but the reality is that not all cosmetic ingredients are safe for your body.
The beauty brand I buy most consistently now is Counter, founded by Gregg Renfrow in 2013, which closed in 2023 and rebranded as Counter in 2025. In 2018, this California-based skincare company was the most searched clean beauty product line on Google. Is Beautycounter really safe? Yes, it is. The company bans 1,500 ingredients in its product line that are known to cause health issues. The company also lobbies for better legislation.
I have tried many clean beauty products, and I certainly have my favorites. It's also worth noting that I'm not one of those people who buy or use only natural or organic products. Taking small steps can make a significant difference in achieving a cleaner lifestyle. It has taken me years and a lot of reading to change my buying and eating habits.
I am also cautious about what my children use in terms of products. In my fifty years, I've been exposed to many toxins. Sometimes I wonder if the cosmetics and skincare I was using in the past had any correlation to my late fertility. We know a lot more today than we did twenty years ago, so I owe it to my children to try to give them a clean start, given our greater knowledge.
What I buy regularly for Skincare
cOUNTERgLOW ADAPTIVE MOISTURE LOTION
THIS IS A Lightweight lotion with a skin-smart formula that adapts hydration levels for soft, radiant skin. i LIKE TO USE IT AS A daily morning moisturizer.
countertime ULTRA RENEWAL EYE CREAM
A targeted formula with Retinatural™ Complex rejuvenates eye contour and visibly reduces shadows and crow's feet. I keep going back to this eye cream again and again. It's one of my favorites.
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