It's no secret that "choosing better" oftentimes comes at a price. 

Whole Foods is more expensive than Wal-Mart. 
Shopping local or organic often costs more. 
Even getting a salad at Wal-Mart costs more than hitting up the dollar menu. 

And sometimes it's not a financial price. Sometimes we sacrifice convenience or time. 

Choosing to go to the gym after work usually takes more willpower than going home to watch TV. 
Making recycling or composting a priority takes some extra effort. 
Cooking a meal at home takes longer than stopping by a drive-thru. 

While there are usually sacrifices, there's often a reward for choosing better, choosing healthier, choosing safer. 

So, what does this have to do with Beautycounter? This blog post idea was birthed from hearing/reading a few comments regarding our pricing. Things like:

"It's too expensive for me."
"Why are the prices that high?" 
"I don't want to pay that much for beauty products."

I'd like to use this space to speak into why our price point is what it is. 


At Beautycounter, we believe that scientists shouldn't be the only ones able to decipher the label on a personal care product package. Not only do we have an Ingredient Glossary listed online to share every single ingredient used in our products, we also have a groundbreaking, 5-Step Ingredient Selection Process with which we carefully assess and choose each ingredient for safety. This process includes: 

  • Sharing transparently. Every formula ingredient, including known components of fragrances, flavors, and intentionally added preservatives, are listed on our product labels or on Click here to learn more about our health and safety achievements and other initiatives by reading our 2018 Social & Environmental Responsibility Report.

  • Sourcing responsibly. We choose the best organic, natural, sustainable, and synthetic ingredients that meet our standards. More than 80% of the ingredients in our products are natural or plant-derived.

  • Learning constantly. There are major data gaps on most cosmetics ingredients, so our team reviews emerging data regularly and even creates our own studies. In fact, we have partnered with Tufts University to learn more about the thousands of chemicals used in products that do not have any health or safety data. (That's scary.)

  • Screening rigorously. Using the best available sources, we screen every potential ingredient for information on specific hazards like cancer, developmental toxicity, hormone disruption, and infertility.

  • Banning intentionally. We have something called The Never List™– this is made up of approximately 1,500 harmful or questionable ingredients we prohibit from our product formulations.


Beautycounter's mission doesn't stop at the products or ingredients. The vast majority of our product packaging, including all of our secondary packaging (i.e. cartons, shrink-wrap) and shipping materials (i.e. boxes, filler paper), is recyclable in most communities in North America. We do not use styrene-based (#6), PVC (#3), or polycarbonate plastics (#7), which are usually not recyclable and are known to include toxic chemicals.

We use FSC-certified paper for all paper packaging. Every powder compact is made from recycled paper.

We have listed all primary packaging information on our product web pages so you can better understand if the materials are recyclable in your community. Our team is researching the life cycle of some of our packaging materials and we're always looking for new and improved packaging options that fit our needs.


Part of our product cost is transferred to Beautycounter consultants. This is due to not putting a large portion of our dollars toward traditional marketing. The founder of Beautycounter, Gregg Renfrew, had a desire for our products to be sold through storytelling rather than just grabbing a product off a shelf. As a consultant, we believe in the products, adopt the mission as our own and share Beautycounter with our world. 

So, when you shop with Beautycounter, you're paying for more than just your product.

  • You're paying for better, safer ingredients.

  • You're paying for a company that spends time and money on rigorous screening to take careful consideration into what ingredients are being used on your skin.

  • You're paying for a brand that chooses to be completely transparent, a brand you can trust.

  • You're paying to support small business owners who have chosen to link arms with, not just a company, but a movement toward getting safer products into the hands of everyone.

I don't know about you, but that is a company I can get behind.


Now, believe me, I am not a stranger to careful budgeting and needing to be wise with money. I am well aware that drugstore mascaras and lip glosses are much more affordable.

But, at what cost? 

I encourage you to do your own research with the personal care products you use regularly. Your face wash, laundry detergent, liquid foundation. Your mascara, counter spray, baby lotion. Take a look at the ingredients listed and how they rank safety-wise. The Environmental Working Group (EWG) rating system is a helpful tool when it comes to researching products and ingredients. 

Choosing organic foods, safer products and a healthier lifestyle may be more expensive, but so are medical bills from long-term side effects when we don't choose the things that are good for us. It may require saving in another area or redoing your budget, but you have to remind yourself that it's worthwhile. One should never have to sacrifice health for beauty. 

I'll leave you with the words of Gregg Renfrew: 

"Companies are allowed to use harmful ingredients and make their own judgments about safety. And so I started Beautycounter, a company devoted to progress. Here you'll find a wealth of empowering information about ways we can all make the world healthier, along with safer products you can trust. Because we all deserve better. Our vision is bold; real answers are never timid. Help us put truth back in beauty."

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Hey there!  My name is Ashley and I have been a Beautycounter Consultant since January 2017. It's one of those companies that made my heart skip a beat – I couldn't ignore its engaging mission, dedication to transparency and high-performing products. My first taste was our Charcoal Cleansing Bar and I was hooked! 

Read a little bit more about why I joined. Ready to try these products for yourself? Click here to shop with me!