*This post contains affiliate links and was updated in 2025. At this time, the post was written, I had just turned 50. Now at 56, I'm so glad that some of my favorite former Beautycounter products are now available with the Counter Brand. In 2025, this clean beauty brand is truly catering to the mature skin consumer.
I'm not a beauty blogge,r and I certainly don't play one on the internet either. In fact, some people may compare me toold shoeshoe because I get very brand loyal if I like a pro, duct and that is especially true with me when it comes to beauty andskincaree 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 skincarencare 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 four years agobegan researching the use ofsing safe beauty produafter learningrned that the cosmetic industrylargelyally unregulated when it comes to product safety. Mainstream companies are now changing their toxic practices, and the entire beauty industry is shifting to become safer. That is good news, but there is still a lot of greenwashing of labels these days for marketing for 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 that I buy most consistently now is Beautycounter, which was founded by Gregg Renfrow in 2013, closed in 2023, and rebranded to 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'm not a beauty blogge,r and I certainly don't play one on the internet either. In fact, some people may compare me toold shoeshoe because I get very brand loyal if I like a pro, duct and that is especially true with me when it comes to beauty andskincaree 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 skincarencare 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 four years agobegan researching the use ofsing safe beauty produafter learningrned that the cosmetic industrylargelyally unregulated when it comes to product safety. Mainstream companies are now changing their toxic practices, and the entire beauty industry is shifting to become safer. That is good news, but there is still a lot of greenwashing of labels these days for marketing for 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 that I buy most consistently now is Beautycounter, which was founded by Gregg Renfrow in 2013, closed in 2023, and rebranded to 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 actually change my buying habits and even 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, probably. 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.
Beautycounter Anti-askincare Line (New Product Launch called Countertime on July 9)
Countertime is an anti-aging line with a retinatural formula instead of retinol. Retinol is a common beauty ingredient that many beauty brands tout as safe.
Counter has developed a new retinatural formula in the Countertime line, which is plant-derived and features bakuchiol and Swiss Alpine rose. Bakuchiol, used in Chinese skin care remedies, offers retinol results without irritation. It's also safe to use when pregnant, nursing, and when in the sun. Retinol is not safe according to the EWG. Although retinol is not entirely safe for our bodies, we know it works for anti-aging features if featured in many over-the-counter and prescription skin care products.
I love Countertime Ultra Renewal Eye Cream because I have reached a stage in my life where I was not happy with any eye cream I was using, given the price point, I was willing to pay. There are many eye creams out there for over $200, and I am not paying for them. The Rejuvenating eye cream line worked for me for a while, but as I got closer to fifty, I felt I needed more active ingredients. I have floundered for years in this product area and am anxiously awaiting this eye cream to arrive at my home. I will have to follow up at a later date.
Beautycounter Countermatch Adaptive Moisture Line
In the past couple of years, Beautycoun has launched a special Countermatch line that provides your skin with hydration when you need it. I tried it and liked the Countermatch adaptive moisture lotion for daytime use better than the old Beautycounter Rejuvenating line. I recommend this line for those who want to start with anti-aging clean beauty but don't want to spend $75 on a daily moisturizer or night cream. I think this is a good product and does its job. It's lightweight, too. If you're unsure where to start with Counter I recommend purchasing this line.
It is recommended that the milk cleanser be applied to a dry face first, then rinsed. I prefer to clean my face in the shower, so I chose not to repurchase it again. Plus, it is more expensive than the original nourishing line cleanser. The Countercontrol clear pore cleanser also acts as an exfoliator.
The Counter facial oils are hands down my favorite Beautycounter products on the market. I am never without the No. 1 Brightening Oil, which is rich in Vitamin C, or the Overnight Resurfacing Peel, which I use two to three times a week.
I sometimes use my facial oil as my sole moisturizer. I have tried the others on the market within each line, but I prefer the No. 1 facial oil, so I use that exclusively.
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