Beautycounter - My Why

In early 2015 I decided to become more deliberate with how I spent my cash. I'm financially free enough to occasionally spend my disposable income on makeup and organic foods and shoes and essential oils and other fun but frivolous things. Somehow that phrase "vote with your dollars" came to actually mean something. I didn't want to shop at Forever 21 anymore - why give money to a less-than-stellar company? I felt the need to put my money where it counts, to shop local where I could, organic when possible, and cleaner all around. I started paying attention to cruelty-free self care brands and the Peta database, I threw out or gave away all my non-compliant makeup and skincare, I stopped wearing antiperspirant. One of the main missions of Walnut Avenue is to share the importance of self care and encourage others to take a closer look at what they put on and in their bodies. Learning to read labels, understanding the impossibility of marketing claims, and taking control of controllable aspects of your environment are important skills. In relation to that, I feel like I've never fully outlined my whole Beautycounter experience before. This post should clarify what Beautycounter is, why I became a consultant, the mission of the brand, how you can get involved in the #betterbeauty movement, my favorite products and more.

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  • View all my product reviews here

What is Beautycounter?

Beautycounter is a beauty and skincare brand dedicated to providing safer, cleaner self care products for all - women, men, kids and babes. Beautycounter is a disruptive beauty brand, dedicated to making high-performing products with safe ingredient lists, to making all people safer through education, and to making all products safer by improving the archaic laws that govern personal care products here in the United States. They use their profits to lobby congress. Beautycounter promises meticulous testing, research, ingredient selection, and quality performance. Watch the following short video to hear the founder Gregg Renfrew tell you directly what her company is all about.


Why Did I Become a Beautycounter Consultant?

In early 2016 I was invited by a random acquaintance to a big Beautycounter social - a little get together with free food and wine and and new product line called Beautycounter that wasn't sold in95percent-lipsticks-containing-lead-stat-752x431 stores. I enlisted a like-minded friend and went downtown and ended up learning a lot of new information. I'd thought I was doing my research and was very knowledgable, but was still shocked by some of the information I learned in the educational portion of the event. And then we got to play with the entire product line - skincare, makeup, hair care, kids, and babies. I was impressed by the luxurious and sleek packaging, the on-trend yet still wearable cosmetic colors, and some obvious dupes for other high-end products  (see the comparisons here). I was most impressed by the un-sunblock-like feel and scent of the sunblock. I purchased the sunscreen that night and received a free sunscreen stick GWP, both of which I've used all year and loved (read the review here). For weeks I kept thinking about the other products I tried that night, about the information I'd been given and the resources I'd found.

1938-law-regulating-cosmetics-stat-752x431I also assumed that there were enough consultants in the area - Santa Cruz isn't that big and I didn't want to step on anyones toes. But a consultant read the blog and contacted me, saying that I seemed to be a perfect fit for consulting. The Beautycounter mission is first of all the educate, to spread the word, to get people interested in the products they take for granted as being "safe." I liked the idea of teaching people that not all cleaner beauty and skincare products had to be super crunchy and totally unlike the regular cosmetics we're used to. Whether someone chooses a Beautycounter product is not my main focus. I'd rather give people a resource for learning more about what they put on their skin, and how they can find suitable safer alternatives. The Beautycounter price-points are not for everyone, and I agree that sometimes you need nothing more than an $8 jar of coconut oil to look and feel good. But Beautycounter provides safer, high quality, luxurious alternatives for those looking to make changes in their lifestyle (and for product junkies like me).

The Beautycounter Mission

1300-harmful-chemicals-uk-stat-752x431In March of 2013, a team of women came together to form a grass-roots company that would go against the grain. Gregg Renfrew (founder), Mia Davis (previous head of the Campaign for Safe Cosmetics), and Christy Coleman (celebrity makeup artist on a mission to clean things up), teamed up to bring Gregg's dream to life. With a name of many meanings, the new company symbolized a place for better beauty products, and more importantly, one that countered the current beauty standards. When it comes to the personal care industry, there are very minimal regulations. Companies are allowed to use known toxins—ingredients that have been linked to cancer, reproductive issues, and hormone disruption—without even disclosing these ingredients to us.

Beautycounter has banned more than 1,500 ingredients, setting a new health and safety standard. On a mission to create safer products and challenge the government to make legislative changes, Beautycounter has now grown into something more. It’s a movement for change, so that no matter what products people choose to use, everyone can be safe. (See more about Beautycounter’s mission here). Decades of studies indicate that serious health issues are on the rise (including but not limited to asthma, learning disabilities, cancer, and infertility), and due in some part to our ongoing exposure to toxic chemicals—whether it's in the shower, on our commute, while we eat lunch at a local restaurant, or when we clean our kitchens at home.

11-harmful-chemicals-us-stat-752x431What's worse is the Food and Drug Administration (the agency that regulates cosmetics) allows companies to use chemicals known to be extremely harmful (lead, formaldehyde, and phthalates) in the products we put on our bodies and on our kids every single day, day after day. Beautycounter is dedicated to making changes on the legislative level and creating a safe skin care movement. They are taking action in Washington and working to reform the current laws, in hopes that other skin care companies will follow their strict safety guidelines. They also work very closely to support 3 non-profit organizations that are doing great work to reduce our amount of chemical exposure.

4 Ways to Aid the Beautycounter Movement


1. Shop Mindfully

  • Check your product ratings using the Environmental Working Group's Skin Deep Database
  • Start swapping out your unclean products for safer alternatives. Shop online at
  • Need help finding clean products? Fill out my Skincare Survey and get a personalized routine!

2. Become a Band of Beauty Member

If you think you might buy several products, sign up for the Band of Beauty members program and receive several great rewards. For $29 a year, receive:

  • a free introductory gift (currently it's a travel size hair & body set!)
  • free shipping on orders over $100
  • 15% on the retail value of each purchase in the form of a Product Credit that can be used on future purchases (expires in 60 days). For example, spend $100 get $15 back, spend $200 get $30, etc.
  • occasional product promotions

3. Join as a Consultant

Join Beautycounter as a consultant and save 25% off your own orders while taking advantage of the opportunity to earn some additional income by educating others about the skin care industry and how to make safer choices.

4. Host a Social

If you live in the Santa Cruz/Monterey area, we can partner up to host a fun, educational and glam get-together for your family and friends. I'll speak about the problems with the beauty industry, bring the entire product line for you and your guests to check out, and you can potentially earn discounted or free products based on sales. Email me at for more information or with any questions!

My Favorite Products (So Far)


  1. Charcoal Cleansing Bar
  2. Protect Sunscreen Lotion spf 30
  3. Dew Skin tinted moisturizer spf 20
  4. Daily Shampoo
  5.  Color Pinch Cream Blusher in Caramel
  6. Tint Skin hydrating foundation



Visit my BEAUTYCOUNTER page to learn more!