Counter CEO Gregg Renfrew Outlines Strategic Shifts Amid Clean Beauty Market Expansion

Counter is accelerating its transition into the clean beauty sector, with Renfrew announcing a $45 million capital allocation over the next two years to expand product development and supply chain transparency. This includes partnerships with five new ingredient suppliers certified by the Environmental Working Group (EWG) and the launch of three new product lines targeting dermatologist-recommended formulations. The initiative aligns with a 32% year-over-year increase in clean beauty sales recorded in Q3 2025 across North American retail channels. Renfrew emphasized that customer trust has become a critical differentiator, citing a 68% rise in brand loyalty among consumers who prioritize ingredient safety. The company now reports that 72% of its core product portfolio meets updated clean beauty standards, a significant jump from 41% in early 2024. These metrics reflect growing demand for products free from parabens, phthalates, and synthetic fragrances—ingredients increasingly scrutinized by regulators. The strategic shift has already influenced investor sentiment. Counter's stock rose 9.4% in after-hours trading following the earnings call, with analysts noting improved margins due to higher gross profit on clean-focused SKUs. Retail partners including Target and Ulta have expanded shelf space for Counter’s clean lines, contributing to a 19% boost in distribution footprint since January 2025. Regulatory changes in the U.S. and EU are further driving momentum. New labeling mandates effective January 2026 require full disclosure of all ingredients above 0.1% concentration, prompting brands like Counter to overhaul packaging and compliance systems ahead of deadline.