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Gregg Renfrew's brand is back as Counter.
May 30, 2025
By: TOM BRANNA
Beauty Counter Founder Gregg Renfrew bought the brand out of bankruptcy a year ago. Now, Renfrew’s all the way back with a new name, Counter, and a slimmed down lineup.
Counter includes 50 SKUs. At its peak, BeautyCounter had 245 SKUs. Counter’s focus is on skincare and makeup. Fragrance will come later. A soft launch is planned for June 25. A bigger rollout is expected in the Fall. Despite a name change, Counter’s mission remains the same: meeting the needs of women 35 and older.
In an interview, Renfrew said women in their 50s are largely ignored, “yet we have the spending power.”
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