Beautycounter’s journey with Ulta Beauty has experienced significant twists and turns. Initially, Beautycounter expected a promising expansion when it announced a partnership with Ulta Beauty on February 22, 2023, marking the 10th anniversary of Beautycounter’s pioneering role in the clean beauty movement. Products debuted on Ulta.com on February 26, with in-store availability in 500 Ulta locations by March 5.
| Date |
Timeline |
| 2013 |
Beautycounter launched by Gregg Renfrew, marking the beginning of its journey in clean beauty. |
| April 2021 |
Beautycounter acquired by the private equity firm The Carlyle Group, valued at $1 billion. |
| February 22, 2023 |
Announcement of a retail partnership with Ulta Beauty, with products available online from February 26 and in 500 stores starting March 5. |
| March 5, 2023 |
Beautycounter products officially available in 500 Ulta Beauty stores across the U.S. |
| April 2023 |
Company went into foreclosure; Gregg Renfrew bought the rights and assets from lenders. |
| Present (July 19, 2024) |
Renfrew states it will take months to restart the company after foreclosure. |
Beautycounter enjoyed a substantial rise in its first decade, driven by its leadership in the clean beauty movement. However, the company’s streak of success was interrupted in 2023 when it faced foreclosure, leading Gregg Renfrew to repurchase its assets. In 2024, Beautycounter’s presence in Ulta stores began to wane.
Reports from May 7, 2024, confirmed that Beautycounter products would remain in Ulta until July 2024, though they would continue being sold on the Ulta Beauty website long-term. Although Beautycounter’s operations were set to resume in 2024, the company was temporarily paused for reorganization and revitalization.
As of now, Beautycounter website remains shut down, with a message suggesting that a “new company,” is in the works, with a statement on the website stating: ” Thank you for visiting us. Something new is on the way.
We are currently working to build a new company but don’t worry, we’ll be back later this year with the safer, high-performing products you know and love, as well as some other surprises…
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