SaMo Startup Beautycounter Offers Chic, Non-Toxic Beauty

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New personal care line Beautycounter is getting a lot of buzz—nods in Vogue, yesterday's DailyCandy writeup—because of its (sadly) novel concept. Beautycounter aims to provide clients with totally non-toxic skin and haircare. Some scary stats mentioned on their site: while more than 1,300 toxic ingredients have been banned in Europe, here in the states only 11 have received that treatment; the last law regulating the cosmetics industry was passed in 1938; and 80% of the ingredients in US beauty products have not been tested for safety.

Beautycounter was started by female entrepreneur Gregg Renfrew, who was inspired to take a look at the labels of the products she was using after watching a documentary about how environmental factors influence health. She paired with celeb makeup artist Christy Coleman to come up with her own line rooted in safety, health and transparency.

Beautycounter, which launched just a two days ago online, currently offers cleansers, scrubs, moisturizers and face oils in sophisticated packaging; body products as well as makeup and baby care items are coming soon. The site also features an ingredient list for all its products and a"never list," which is basically a terrifying catalog of the potential carcinogens lurking in commonly sold cosmetics.
· Beautycounter [Official Site]
· Minnie Mortimer's L.A. Secret: Beautycounter Skin Care [Vogue Daily]