Beautycounter builds its brand on advocacy

This event report details how Beautycounter has built a brand by manufacturing safer beauty products, educating consumers about potentially dangerous product ingredients and making its case to politicians.

Beautycounter builds its brand on advocacy

Stephen WhitesideWarc

Beautycounter is on a mission to promote safer cosmetics and personal-care products – a purpose extending from retail stores and social media to the corridors of power in Washington, DC.

The three-year old Santa Monica, California-based firm now sells a wide range of bath and body, skin care, and make-up offerings. More than 80% of the ingredients in its formulations are natural, and the company has voluntarily "banned" 1,500 constituents that could potentially be harmful, including 1,400 that cosmetics brands are forbidden to use across the European Union.

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