Is Beautycounter ethical?

Overview

Founded in 2013, Beautycounter has established itself as a pioneer in the 'clean beauty' movement. The company operates on a mission to get safer products into the hands of everyone by focusing on ingredient safety, transparency, and advocacy. Their formulation process is governed by 'The Never List,' which excludes over 2,800 ingredients that are either legally banned in the EU or suspected of being harmful to human health. Beyond product safety, Beautycounter is a mission-driven organization that actively lobbies for stronger federal regulations in the personal care industry, making them a unique player in the intersection of retail and activism.

Certifications

Beautycounter maintains several high-level certifications that validate its ethical claims. As a Certified B Corporation, the company meets rigorous standards of social and environmental performance, accountability, and transparency. In the realm of product safety, many of their items, including the Cheeky Clean Cream Blush, are EWG Verified, meaning they avoid EWG's ingredients of concern and meet strict manufacturing standards. Furthermore, the brand is Leaping Bunny certified, the gold standard for cruelty-free verification in the cosmetics industry.

Animal testing & vegan range

Beautycounter is strictly cruelty-free and does not test its finished products or ingredients on animals at any stage of development. They do not sell their products in mainland China, where animal testing has historically been mandated for imported cosmetics. While the brand is not 100% vegan, as some products utilize sustainably sourced beeswax or carmine, they offer a wide range of vegan-friendly options. Each product page clearly identifies ingredient lists, allowing consumers to make informed choices based on their lifestyle preferences.

Sustainability pledges

The brand has made significant commitments to environmental stewardship. Beautycounter aims to have 100% of their packaging be recycled, recyclable, refillable, or compostable by 2025. They have transitioned many products to glass packaging and introduced refillable components for bestsellers like their cream blushes and deodorants to reduce single-use plastic waste. Additionally, they are working toward carbon neutrality and conduct life cycle assessments to minimize their footprint from production to disposal.

Sourcing & labor

Beautycounter is a leader in responsible sourcing, particularly concerning high-risk ingredients like mica. They were one of the first beauty brands to conduct on-the-ground audits of their mica supply chain to ensure no child labor is involved, and they utilize blockchain technology for mineral tracing. They also focus on the sustainable sourcing of vanilla and palm oil, ensuring that their suppliers adhere to strict labor rights and environmental protections. The brand publishes an annual Social & Environmental Responsibility Report to track their progress in these areas.

Controversies context

Unlike many large-scale beauty conglomerates, Beautycounter has no major ethical controversies or significant legal scandals on record regarding product safety or corporate malpractice. While some critics of the 'clean beauty' industry argue that the term lacks a legal definition, Beautycounter mitigates this by using third-party verifications (like B Corp and EWG) to back their claims. Their direct-selling model has occasionally been scrutinized, but the company maintains high compliance standards and focuses on consultant education rather than aggressive recruitment tactics often seen in traditional MLMs.

Bottom line

Beautycounter stands out as a top-tier ethical choice for consumers seeking high-performance makeup and skincare without compromising on safety or values. Their commitment to legislative change and supply chain transparency sets a high bar for the industry. With a 92/100 ethics rating for products like the Cheeky Clean Cream Blush, they are a recommended brand for those prioritizing non-toxic ingredients, cruelty-free practices, and verified corporate responsibility.