Beautycounter is back and rebranded as COUNTER! Read my updated 2025 blog post about it here.
Here’s an overview of the various Counter skincare regimens (including how to use them) plus I’m sharing which is my personal favorite!
Many people who don’t have a skincare regimen admit they are overwhelmed by all the steps. I definitely was! It’s the main reason I never bought a regimen myself. Analysis paralysis.
Most of us know to start with cleanser, but what’s the order of toner, serum, face oil, more serum, sunscreen, moisturizer, and makeup? Keep it simple with an all-in-one regimen.
Counter Skincare Regimens
When people are building a skincare routine, it’s common to work backwards and start with the extras (like the cult-favorite Overnight Resurfacing Peel + vitamin C serum). However, a regimen that includes a cleaner, toner, serum, and moisturizer should be the starting point, with the extras added in. A regimen should be the foundation of your skincare.
If you’re overwhelmed by the steps of a regimen, today’s post should help. You can also check out this post: How To Apply Skincare Products In The Right Order. It’s really quite simple!
What is a skincare regimen?
A skincare regimen refers to a personalized and consistent routine of skincare steps and products that individuals follow to maintain and improve the health and appearance of their skin. A well-designed skincare regimen has products that work together with ingredients that complement one another rather than compete.
Why do I need a skincare regimen?
As with a lot of things in life, consistency is the name of the game. By using a regimen, both morning and night, you will notice more significant results than say using random products inconsistently.
What are the steps of a skincare regimen?
- Cleanse: The first step involves removing dirt, oil, makeup, and other impurities from the skin’s surface. This helps prepare the skin for subsequent products and prevents clogged pores.
- Prep (Tone): Toning helps balance the skin’s pH levels, removes any remaining traces of impurities, and preps the skin to better absorb the next products in the routine.
- Treat: This step involves using targeted treatments or serums to address specific skincare concerns such as acne, dark spots, fine lines, or hydration. Different treatments may be used in the morning and evening.
- Protect (Moisturize): Applying a moisturizer helps to hydrate the skin, lock in moisture, and create a protective barrier. Even individuals with oily skin can benefit from a moisturizer.
Which Counter skincare regimen is right for me?
Counterglow: for hydrating combination skin
The Countermatch Regimen is formulated to match the natural structure of the skin and deliver long-lasting moisture for an everyday glow. It’s ideal for combination skin.
Countertime: for aging gracefully
This is what I use! You can read my full review of the Countertime products here.
Featuring an innovative, plant-derived Retinatural complex, this 4-step regimen is designed to visibly firm, brighten, and plump the skin. It’s the most advanced and hydrating Beautycounter offers.
How long does a regimen last?
On average, you should get 3-4 months of regular use.
Are Counter Products Worth It?
After following Beautycounter (now Counter) for years and using the products consistently, I genuinely think Counter skincare is worth considering if you’re looking for an anti-aging routine that’s both safer and high-performing. What’s always stood out to me — and what I’ve shared on KERF — is that these products don’t ask you to compromise results for clean ingredients. From peptide-rich serums to deeply hydrating creams, Counter formulas are designed to support collagen, smooth fine lines, and improve skin texture while avoiding ingredients that can be irritating or questionable long-term. I also appreciate the brand’s transparency and rigorous testing standards, which make it easier to feel confident about what I’m putting on my skin every day. For me, Counter hits that sweet spot of effective, science-backed skincare that still aligns with a more mindful, ingredient-conscious approach to aging well.
What Happened To Beautycounter?
In early 2024, Beautycounter suddenly paused operations after facing financial challenges tied to its private-equity ownership. The company shut down sales and ended its Brand Advocate program, which came as a surprise to both customers and consultants. Not long after, founder Gregg Renfrew stepped back in and bought the brand’s assets out of foreclosure, officially closing the door on Beautycounter as it previously existed.
Instead of picking up where things left off, the brand returned in 2025 with a fresh start under a new name: Counter. The rebrand was intentionally smaller and more streamlined, while still holding onto the clean-beauty mission Beautycounter was known for. Counter launched with a curated selection of products (including a few familiar favorites), kept the brand’s well-known “Never List,” and moved away from the traditional MLM structure in favor of a simpler affiliate-style model.
So while Beautycounter didn’t disappear forever, it didn’t come back in the same form either. The shift from Beautycounter to Counter reflects a reset — a cleaner slate, a clearer focus, and a more sustainable path forward for the brand between 2024 and 2025.
Commitment to Clean: What Makes Counter Different
Beautycounter stands out in the beauty industry for its commitment to clean.
EDUCATE
My personal philosophy around food and nutrition (aka REAL FOOD) parallels Counter’s standards and transparent ingredient selection process.
I studied nutrition labels to become a RD (well, that was a small piece of it!) and now I get to help others better understand labels on their personal care products and choose products without harmful ingredients. The synchronicity!
When it comes to our wellbeing, I think we can get hyper-focused on what we put in our bodies, and while I believe that not much can outweigh a nutritious diet full of local, organic, sustainably-grown foods (+ a healthy lifestyle), what we put ON our bodies matters, too. It’s one of those “can’t hurt to do it” things that makes me feel good about my choices.
Beautycounter’s goal is to educate consumers on how and why it’s important to choose safer personal care products.
ADVOCATE
Not only is Counter creating safer products that perform, but the products have a purpose – to lead the way in making all beauty clean beauty. Counter affiliates have been using their voices on the state and national level to advocate for legislative change in the industry.
Blog post: My Trip To Washington DC with Beautycounter
FORMULATE
Counter is the leader in the clean beauty space as its ingredient selection process, sourcing and transparency is unparalleled. Counter bans 2,800+ questionable or harmful ingredients in all products (while the United States only restricts 30). Many products are verified by the Environmental Working Group – the gold standard in clean living.
Counter works to source ingredients from non-GMO, sustainable sources, many of which are organic and plant-derived. Plus, not only are the products sourced, screened, and tested rigorously, but their performance is on par with other luxury brands.
Check out Counter’s Social Mission Report to learn more about sustainability and advocacy efforts, including buying ingredients that have a supply chain that honors human rights as well.
Vote with your dollars
If you can afford to vote with your dollars, DO IT. Companies see change in demand and increase supply, and Congress will finally change the laws. So that those who can’t afford to buy serums can have access to safer products through the whole industry.
Are you passionate about sustainability, transparency, and cleaner products?
Being an affiliate is about so much more than selling skincare. Our primary goals are to educate, advocate, and also market amazing products that lead the industry in safety.
If this topic is at all something you’re passionate about too, you should consider becoming a Brand Advocate! It’s the best way to plug in to these important issues with a community of like-minded people. I have a blog post with a lot of FAQs about being a consultant here. Email me to kath at katheats.com if you’re interested in chatting!
Where To Buy Counter Products
You can shop Counter.com here! Thanks for letting me be your advocate.
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