Beautycounter On 'National Radar' With Regulatory Reform Mission

Upping its bid to disrupt the cosmetics market, Beautycounter hosted a congressional briefing Nov. 17 to advocate stronger industry oversight, putting its weight behind the Personal Care Products Safety Act in particular. The direct seller, which has self-banned 1,500 ingredients from its offerings, has seen its sales and following grow rapidly since launching less than three years ago and aligning itself with leading NGOs.

Santa Monica, Calif.-based direct seller Beautycounter is quickly making a name for itself as a leading advocate for tighter cosmetics regulation in the US, building on a strategy that is driving exponential gains in product sales, sales consultants and consumer exposure.

"Safer," "non-toxic" cosmetic branding isn't new, but Beautycounter may well be emerging as the poster child for the movement after launching in March 2013 with the

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