I gotta be honest.
Before I met my new friend (and fellow shetrusts contributor) Sydney Armistead, I had never heard of Beautycounter, a new skincare and cosmetics company that is leading the way in the beauty industry by setting new ingredients standards by what they choose not to include. Meaning, they have chosen to eliminate components that have a proven record of toxicity, which as it turns out are commonly found in all kinds of skin and personal care products that we use everyday. And not just the cheaper drug store brands, the higher-end, more expensive product lines too.
Not only does Beautycounter do a great job of educating their consumers of the reason why they've chosen this more responsible path (complete with a comprehensive Beautycounter Never List and an unbiased, third party product accountability rating system for every product), but they make products that truly work and are effective for every skin type. I replaced two of my most daily used skincare products, my face wash and my baby's bath soap, with their Beautycounter equivalents and I was more than impressed. They worked just as well, if not better, than the products I was using previously.
To top it off, they have an exciting business model based on selling their products via their website and through an ever-expanding network of consultants. Why? So they can have a direct dialogue with their consumers about the nature of their products while encouraging others to develop their own personal companies with them. No hidden subscription tricks like some other companies.
Lastly, the majority of their products are cost-comparative to many of the other products you may already be using. Finally! An honest, good-for-you personal care company that doesn't break through the industry's price ceiling. It feels like we're finally making some progress here when it comes to responsible products!