Hi Reader! 💗

A year ago, I made a decision that honestly scared me a little. 😰😅

It's hard to believe it's been a year already.... it's making me reflect a bit so I wanted to share my thoughts with you. 💗💗💗

When Beautycounter relaunched last year as Counter, there was A LOTTTT of uncertainty.

A lot of "wait and see."

I LOVED the brand and was devastated when Beautycounter shut down in 2024 so of course I was definitely excited for Counter to launch.

I wanted so badly for the brand to succeed but not even gonna sugar coat it, there was SO much doubt.

When I was invited to partner with Counter, I had a choice to make - do I try this again? Do I move on completely? What if this? What if that?

As you probably know, I decided to partner with Counter. 🎉

And I am SO glad I did. 💗🥹

Because here's what I've watched happen over the past year:

Counter has continued to show up for women's health in a way that most brands simply won't. 👏🏼👏🏼👏🏼

The research, the advocacy, the ingredient standards - it's not just marketing. It's the actual work.

and it is HARD work. Expensive work. Work that you have to be crazy passionate about (which the founder, Gregg, is!)

Setting a standard of 3,300+ ingredients you will NEVER use in your products is what some would call "impossible" yet Counter is doing it.

And as someone who built this whole platform on the promise that I will never point you toward something I don't believe in - transparency from a brand means everything to me.

If you've been on the fence about making the switch, or wondering if Counter is still "worth it" after the rebrand... I'm here to tell you: yes. 1000% yes.

They're doing the work!

We deserve brands that do. 👏🏼👏🏼👏🏼

AND if you're feeling torn about a decision you need to make......my advice?

Follow your heart, trust your gut, and GO FOR IT! 💗

Have you tried Counter since the rebrand? I'd love to hear your experience! Reply back.

If you haven't yet, whatcha waiting for? I know a girl who can hooook you up! 😏💗

Curious to learn more about what Counter is all about now? I've got you covered on the blog - it's the best place to get the full picture of what's new and what stayed the same!

→ Read it here: Beautycounter vs Counter​

With love (and a very clean skincare shelf 🤣),

XO,

Remember: It’s not about perfection — it’s about progress.

Every small swap is a win, and I’m here to help you celebrate them all!

💗💗💗