Beautycounter Review: Transparency Concerns For Network Marketing Distributors

Beautycounter founder and CEO Gregg Renfrew has left the company in January 2023. In 2022, Beautycounter named Marc Rey as CEO while Renfrew became the company’s Executive Chair and Chief Brand Officer.

The company, based in the US, was founded by Renfrew in 2011 and launched in 2013. The brand is sold online, in brick-and-mortar shops, through partnerships and via independent sellers across North America. In February 2023, BeautyCounter started selling through mass retailer Ulta Beauty both in stores and online.

In June 2023, Mindy Mackenzie has been appointed interim chief executive officer, effective immediately, according to a company press release.

BeautyCounter, is a network marketing company specializing in beauty products, reportedly pulled in an estimated $340 million in revenue for 2022. The company could potentially be offering average commission payments of 35% to the Network.

However, this information cannot be fully trusted, as the company fails to regularly offer press releases, lacks transparency in its financial matters, and doesn’t boast well-known top earners with clear visibility.

BeautyCounter in Facts and Figures

Positioned in the United States, BeautyCounter achieved an B rating from Business for Home, indicating that it presents many doubts for Network Marketing Professionals.

Facts and figures as of the day of publication of this article:

• 2022 revenue: Est. $340 million
• Revenue difference with 2021: 0%
• In 2022, $119 million commission could have been paid out
• The compensation plan paid out 35%
• Business for Home Rating: B: the lowest rank
• Current Business for Home Momentum Rank: 201, out of the 900+ worldwide network marketing companies in the BFH database
• Similarweb Rank: 59,955 globally, which ranks it 30 out of the 900+ worldwide network marketing companies in the BFH database
• BeautyCounter has received 0 reviews on Business for Home, ranking it at position 274 out of the 900+ worldwide network marketing companies in the BFH database
• Number of Recommended Distributors: 0
• Business for Home pageviews: 9,191
• The CEO of BeautyCounter: Mindy Mackenzie. The company is located in the United States.

Data provide by the proprietary Business for Home Intelligence Engine

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Why BeautyCounter gets a B Rank in Business for Home

Having a good visibility and a reliable reputation on popular platforms like is crucial for network marketing companies. Although BeautyCounter is a well-known brand in the beauty industry, there are several reasons why it has only achieved a B rank on this website for Network Marketing Professionals and direct selling distributors.

Limited & Incomplete Information

Firstly, the information provided by BeautyCounter on the Business for Home website is often found to be incomplete or not very reliable. For example, the earnings, commission and other data specifications are not thoroughly substantiated or adequately explained. This makes it difficult for potential distributors and customers to fully understand the company and its offerings.

Lack of Regular Updates & Press Releases

Secondly, BeautyCounter is noticeably lacking in regular press releases. This poses a problem as regular press releases play a significant role in maintaining brand visibility and keeping potential distributors and customers up to date. Hence, this might negatively affect the brand image and visibility of BeautyCounter on this popular platform.

Minimal Financial Transparency

Another reason behind BeautyCounter’s B rank is the lack of transparency in financials. There is minimal insight into the financial aspect of the company such as revenue, income, and growth rate.

Transparency in financials provides potential distributors a glimpse into a company’s fiscal health, essential for making informed decisions. Without transparency, it becomes hard to measure the profitability of a company and hence, potential distributors might hesitate to join BeautyCounter.

Invisible Top Earners

Additionally, BeautyCounter lacks visible top earners. This can make the normal distributor feel uninspired and potential recruits hesitant about joining. Top earners are typically used as success stories that motivate existing distributors and allure potential ones.

Low Distributor Presence in the Industry

Lastly, compared to AAA-grade companies, BeautyCounter’s distributors aren’t as visible in the industry or dominant in comparison with other key players. Having a solid distributor presence not only promotes the brand but also increases its overall business growth.

Role of Business for Home

Business for Home offers indispensable information for potential distributors or customers researching the world of multi-level marketing. The company ranks, reviews, and rates companies, as explained on their company rank page. It is therefore crucial for companies like BeautyCounter to ensure regular, reliable, and complete information sharing and maintain a robust presence on platforms like Business for Home,

How BeautyCounter could improve their visibility

Publishing success stories and company press release offer several advantages for companies. Here are some of the key advantages of publishing success stories and links to several high performing articles from different companies as examples of a shining marketing strategy anno 2023 :).

Inspiration Motivation, Credibility and Trust

Success stories serve as sources of inspiration and motivation for others. When people read about others who have overcome challenges and achieved their goals, they are often motivated to pursue their own aspirations. They can enhance your credibility and build trust with your audience. Real-life examples of achievements provide evidence that your strategies, products, or services are effective and can deliver results.

Social Proof and Differentiation:

Success stories provide social proof that your offerings have been valuable to others. Potential customers or clients are more likely to engage with your products or services if they see that others have benefited from them. In competitive markets, success stories can set you apart from competitors. Demonstrating your track record of achieving results can give you a unique selling point.

Overall, success stories and press releases have the power to inspire, educate, and foster connections. Whether in the business, personal development, or social spheres, sharing stories of achievement can bring about positive change and growth in Network Marketing.

Beautycounter Conclusion

There are concerns about the transparency of the company, as it does not regularly release press releases and lacks visibility in terms of its top earners. Further the sales of the products at (on-line) retail stores does not make most network marketing professionals very happy.

Because of these concerns, BeautyCounter has achieved a B rating from Business for Home, indicating that it presents a minimal opportunity for most individuals looking to make money through network marketing.

About Beautycounter

Founded by Gregg Renfrew in 2011 and launched in 2013, Beautycounter is the leader in cleaner skin care and cosmetics whose mission is to get safer products into the hands of everyone. The Santa Monica, CA-based brand leads the way for improved transparency and accountability in the beauty industry, including advocacy efforts that update federal regulations that have stood largely unchanged since 1938.

Beautycounter is an omnichannel brand and is available today online, in physical retail stores, through strategic partnerships, and through its community of independent sellers across North America.

Beautycounter offers more than 100 products that have earned numerous awards, including Fast Company‘s Most Innovative, Allure‘s Best of Beauty, Glamour‘s Beauty Awards, Refinery29’s Innovators List, WWD‘s 2019 Best-Performing Beauty Company, and CNBC‘s Disruptor 50. For more information, visit www.beautycounter.com, follow on Instagram @beautycounter, Twitter @beautycounterhq, Facebook @beautycounterhq, and YouTube @beautycounter.