Beautycounter

The World's Most Innovative Companies 2017

Beautycounter is taking the lead in developing safer beauty products. While the European Union has banned 1,300 chemicals in personal care products, the United States has only partially banned 11. Beautycounter is trying to change the status quo in two ways: first, by innovating high-performing products that don’t use 1,500 chemicals that the brand deems questionable or harmful, and second, by lobbying legislators to better regulate the beauty industry.

In 2016, more than 100 representatives from the brand spent two days in Capitol Hill to speak with 12 different offices in the U.S. Senate, to explain how beauty products could be potentially harming women.

Beautycounter, a certified B corporation, reaches women through its website and through a network of women who can earn up to 35% in commission by selling products. In 2016, it partnered with Target on a capsule collection of products. That same year, the company acquired Nude, an all-natural beauty brand founded in the U.K. by Bono and his wife, Ali Hewson.