Like a lot of people, Gregg Renfrew became especially curious about all the questionable-sounding ingredients in her skincare products when she started putting them on her kids. But unlike most people, as a bosslady retail consultant (who’s worked with OG entrepreneur Martha Stewart), she was in a position to actually do something about it. Discovering that the last time the U.S. passed a law regulating ingredients in the cosmetics industry was 1938 (the same year the ballpoint pen was invented, just to put things in perspective) sealed the deal, and in 2013, her safe line of direct-to-consumer makeup, skincare, and sunscreen was born in Santa Monica, California. (Oh, and because you’re probably wondering: To Gregg, “safer” means that every potential ingredient is screened for safety using the best possible research,” and if there’s no data available for something she’s considering using, Beautycounter will commission its own study of it).
Gregg and her team go to great lengths (like, Great Expectations great lengths) to educate their customers about every single ingredient that is and isn’t included in Beautycounter formulas. “We believe it’s the strictest list of banned ingredients in this country,” she says of the 1,500 no-nos cataloged on the Beautycounter site. And if the online glossary isn’t enough knowledge for you, you can attend an in-person event to get even more intel on their creamy, hyper-moisturizing lip tints, non-sticky sunblock, and crease-free eyeshadows. Either way, you’ll learn that reading the fine print is key to lookin’ fine.