4.7 • 3K Ratings
🗓️ 6 October 2025
⏱️ 54 minutes
🔗️ Recording | iTunes | RSS
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In 2013, Gregg Renfrew founded Beautycounter—the beauty brand that pioneered what we know today as the clean beauty movement. The brand gained a well-respected reputation for its commitment to using safe ingredients in its products and for refusing to include any formulas that contained questionable or harmful chemicals. Renfrew’s commitment to customer health and her advocacy for cosmetic regulation set her apart from her competitors at a time when clean beauty was just an idea, not an entire industry. She last joined us in 2019, before the company's sale to a private equity firm in a deal that valued the brand at $1 billion. Since then, she’s had to make several pivots—from being asked to step down as CEO to leaving her own company to watching it go into foreclosure. Her latest pivot has involved starting a new company with the same commitment to clean beauty called Counter, and she’s back to tell us all about the new venture.
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| 0:00.0 | Thank you to eBay for sponsoring this episode. This is what you do when you have high standards and fancy all the fancy things, like an iconic Dior saddlebag or that diamond tennis bracelet. You go to eBay. There you'll find new loves that will never disappoint, expertly authenticated and everything. |
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| 1:19.6 | Hi, everyone. |
| 1:26.2 | I'm Hillary Kerr, the co-founder and chief content officer of Who What Where, and this is Second Life, a podcast spotlighting women who have truly |
| 1:30.4 | inspiring careers. We're talking about their work journeys, what they've learned from the |
| 1:35.1 | process of setting aside their doubts or fears, and what happens when they embark on their |
| 1:40.5 | second life. Today on the show, I'm speaking with Greg Renfrew, a friend of the pod, |
| 1:45.9 | and the founder of Beauty Counter, which is now called Counter. More on that later. |
| 1:51.7 | We all know Beauty Counter as the original makeup brand that pioneered what we know today as the |
| 1:57.1 | clean beauty movement. Greg founded Beauty Counter in 2013 and the brand skyrocketed to success, garnering respect |
| 2:05.6 | for its commitment to using safe ingredients and saying no to any questionable or harmful |
| 2:10.3 | chemicals. |
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