SkincarePersonal care
Counter (formerly Beautycounter)
Clean cosmetics brand relaunched as Counter in 2025 with a smaller direct-to-consumer range.
A
Recommend
Grade A: Recommend
Meets every core Untoxed criterion. We recommend products across the range.
What the brand gets right
- Never-List of 2800+ banned ingredients including all parabens, phthalates, SLS, formaldehyde donors
- EWG VERIFIED across most of the range
- Transparent fragrance disclosure by ingredient
What to be aware of
- The former consultant model ended; Counter now sells directly and through optional affiliate links
- Premium priced, no true budget tier
Assessment sources
This grade is an editorial assessment of published product and ingredient information, not a laboratory test. Product formulas can change after the review date.
No claim-specific source record is available for this scorecard. Treat the grade as an editorial view and verify the current product label.