COUNTER: Relaunching a Clean Beauty Icon
In 2021, clean beauty pioneer Beautycounter sold to private equity. What followed was a difficult chapter — leadership changes, revenue decline and ultimately foreclosure. Founder Gregg Renfrew bought back the assets in April 2024 and announced plans to relaunch as COUNTER.
By late 2024 the relaunch had been announced and delayed. Skepticism was growing. The brand needed to launch — and fast.
New York design agency Established was tapped to reimagine the brand from the ground up — a clean, unified, modern minimalist aesthetic that addressed everything the original Beautycounter had let drift. We came in at the end of 2024 as the production partner to execute Established’s vision across the entire product line.
With a June 2025 launch deadline, we had months to coordinate, produce and deliver more than 330 individual packaging components spanning multiple formats, substrates and production requirements, all for a relaunch the entire clean beauty community was watching.
Minimalist design is unforgiving. Clean modern packaging reveals everything — color, registration, finish. We coordinated vendors across multiple substrates, set up artwork files across the entire line, managed all legal mandatories and worked directly with printers on paper selection, ink and color consistency across hundreds of SKUs.
COUNTER relaunched on June 25, 2025. The packaging held up to everything the design promised — cohesive, precise and consistent across the line.
The team made the launch.