Work, In Progress
What’s the heartbeat of Counter?
Real people doing real work to deliver real clean.
We know one thing for sure: the industry standards and stories from the past must evolve. We deserve better beauty. And we now get the honor of making it.
Change at this level offers us each the opportunity to contribute in deeply meaningful ways. Doing so will take time, require patience, and demand more. But it is not a burden, it is a joy to do this work, together.
As the Counter community, we stand proudly for progress — whether it’s personal or professional, whether through products or packaging. Progress is our shared purpose. And that means our work will never be done.
Never Work Alone
Instead of beauty secrets and competition, we share openly. We embrace collaboration over competition, transparency over trade secrets. Because real clean requires all of us, from lab to leadership to the people who use our products.
When our team hits a roadblock, we share it. When our customers discover something that works, we listen. When regulations don’t protect us, we advocate for change that matters. No one person has all the answers — that's why we are building a community that will ask more meaningful questions.
Always Learn Together
Admitting what we don't know makes us stronger, not weaker. Sharing knowledge, challenges, and discoveries across our community means each of us plays a role in making beauty better. And it means nobody is left out of the discussion.
An important question about a new ingredient might lead to weeks of additional testing. A sales team insight could change how we develop product packaging. Issues in a lab become everyone's learning opportunities. Each challenge is a gift, a moment to learn and to share. When we don't know something, we say so — then we figure it out together.
Sharing knowledge, challenges, and discoveries across our community means each of us plays a role in making beauty better.
You Matter Most
Our collective commitment to health and safety drives everything we do. And we cannot do it without you. Success comes from prioritizing people and planet just as much as profits. You are the key, our north star, the reason we exist. Everything we achieve together is from you, for you.
Every ingredient choice considers your health first. Every product decision asks: "Does this serve our community?" Your feedback shapes our formulations. Your concerns drive our research. Your needs guide our next steps. Without you, there is no us.
Truth Drives Us Forward
Here, facts replace fantasy, honesty replaces hype. Transparency isn't just external. It's how we work with each other every day. Say what you must. Insist on details. Get loud. We promise: You will be heard.
When a test fails, we share the results. When costs increase, we explain why. When timelines shift, you're the first to know. Ask us the hard questions — about ingredients, processes, or decisions. We'll give you straight answers, even when they're complicated or difficult.
Say what you must. Insist on details. Get loud. We promise: You will be heard.
When a test fails, we share the results.
When costs increase, we explain why
When timelines shift, you're the first to know.
Real Work Takes Real People
We acknowledge and celebrate that behind every product, event, photograph, paragraph, and conversation there are groups of humans doing hard, meaningful work. If you are part of this community you know that the most challenging path often leads to the best results. We don’t look for shortcuts, because that’s not where the answers will be. We take the higher road no matter how tough, because we know what’s at stake.
Meet the formulators who tested dozens of combinations. The sourcing team who visited suppliers in person. The customer service rep who spent two hours diving into a new question. The neighbor who took a moment out of her day to share something safer. Real people doing real work — not because it's easy, but because we deserve nothing less.
We Win Together
Success belongs to everyone who contributes to making real clean possible. We believe that individual achievement and collective success are not separate things, they are directly related. Our development as people and a broader community happen together. The beauty of this? It means our community will create what our community needs. And then we share it with the world.
When we solve a formulation challenge, the entire industry knows better is possible. When we raise standards, others get the chance to meet them. When we succeed, we share the knowledge driving it. Creating wins and sharing progress: that's how real change happens.
We believe that individual achievement and collective success are not separate things, they are directly related.
Now We Are Counter
This community is Counter. We embody a different story than the one beauty has been telling for generations. We create the change we want and need across the industry. We're building a new culture, not just inside our community but for what real clean beauty means in the world.
Yes, we're rewriting beauty's playbook — one honest conversation, one transparent process, one real product at a time. This isn't just about Counter. It's about proving that an entire industry can do better. And it starts with us, right here, right now, each day.
