Beautycounter Is Coming for La Mer With Its New Antiaging Skin-care Line

Santa Monica-based clean beauty pioneer Beautycounter is coming for La Mer. The most searched beauty brand on Google in 2018, Beautycounter is gearing up for its biggest launch to date with Countertime on July 9. The six-product, antiaging skin-care range is formulated with a combination of plant-derived ingredients the brand is calling “Retinatural Complex” (a mix of buzzy bakuchiol and Swiss alpine rose). In the works nearly three years, Countertime is part of a new push into performance products for the brand sold online, in stores in New York and Denver, and through 45,000 independent consultants, which sources say did $325 million in sales in 2018, and is on track for 35 percent year-over-year growth. Founder Gregg Renfrew and chief merchandising, marketing and product officer Michael McGeever talked exclusively to WWD about the launch they hope will be a game-changer for the brand looking to go from niche to mainstream, and offered a first look at their new lab, where chemists conducted more than 100 development trials for Countertime, including testing for trace contaminants in raw materials ranging from rose petals to $1,000/kilo hyaluronic acid. “For a long time, if we won a beauty award, it’s been the ‘best of natural’ or ‘best

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