Gregg Renfrew, Founder and CEO of Beautycounter

Founded by Greg Renfrew to address the regulatory gaps in the U.S. beauty industry, Beauty Counter launched in 2006 with a mission to replace untested chemicals through its proprietary "Never List" and holistic clean standards. The brand differentiated itself by leveraging a peer-to-peer sales model to bypass traditional gatekeepers before expanding into major retailers like Target and Sephora to validate its safety-focused approach. Renfrew's company continues to drive systemic change by advocating for federal cosmetic reform while broadening its product line to include Counterman and integrating physical retail spaces with digital content capabilities.