Advocacy: The Bigger Why Behind Beautycounter

The makeup is beautiful and high-performing – but bigger than that, Beautycounter has a dream, a goal, and a plan – to get safer products into the hands of everyone.


What’s the big deal about cosmetic safety?

Do you currently know anyone who has cancer? Or, have you lost a loved one due to disease? The American Cancer Society says that only 5-10% of all cancer cases are from genetic defects. This means that 90-95% of cancer cases are under OUR control. (Read it yourself in the scientific study link at the bottom of this post)! You can’t control every single toxin that you’ll be exposed too, but you can draw a line and say, “no more” when it comes to what’s found in your own home and what you allow to touch your skin daily. I invite you to pay attention to the products in your own home, flip bottles over and read the ingredients.

So, why all the cancer and disease? Product toxicity is a big factor. Did you know that in Canada and the United States, there’s over 1500 harmful ingredients that are allowed to be added into beauty care products like shampoos, makeup, and skincare??!! To list a few:

  • Formaldehyde (causes cancer, asthma, neurotoxicity, and developmental toxicity)

  • Parabens (disrupts hormones)

  • Sodium Lauryl Sulfate (known to trigger allergies and skin sensitivities)

  • Triclosan (infertility and cancer)

  • Coal tar (known to cause cancer)

  • Hydroquinone (inhibits melanin production, linked to cancer, organ toxicity, and skin irritation)

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And get this: the word “fragrance” or “parfum” can include hundreds of toxic chemicals that aren’t required to be listed on the ingredients label because it’s a company trade secret (aka, “proprietary information”, scents at the expense of our health). Why are these ingredients even allowed in our cosmetics?

Check out this 3 minute video:


My Toxic Background

Maybe you don care; at one point I didn’t either. In fact, I used to be a cosmetician selling those high-end name brand cosmetics (Chanel, YSL, Elizabeth Arden, Biotherm, Smashbox, etc.). Long story short, exposure to chemicals (both from cosmetics and my highly processed diet) caused skin rashes and a growing number of health concerns.

But I found freedom! How? I simply swapped any products with toxic chemicals for those with safer and healthier ingredients. Goodbye medications, headaches, and pain!

But the question still remains: why are toxic ingredients allowed in our cosmetics in the first place?



There is a need for change. That’s why at Beautycounter, everyone, right from the company’s founder (Gregg Renfrew) to each consultant, unites together to urge our government in Canada and the United States to create health-protective laws, regulating the beauty industry.

Advocacy is defined as “public support for, or recommendation of, a particular cause or policy”. We strongly believe in standing up and participating in our legislative process in order to create social change.


Be a Beauty Advocate

We need your voice! It’s easy, here’s three ways to get involved:

  1. As a client – swap out products with harmful ingredients for ones that are better for your health. Each cosmetic purchase gives vote towards either the clean beauty movement, or, encourages companies to continue using harmful ingredients. Feel confident knowing that when you buy Beautycounter, you’re always getting products that are safer for yourself and for your family.

  2. Host a Social – grab some friends for a fun evening -  I’ll bring the products, you bring the wine, and we’ll chat about our social mission to create change in the beauty industry!

  3. Become a Consultant – as a Beautycounter consultant you’ll be leading by example and others will feel your passion. And it couldn’t be easier, Beautycounter has already paved the way! You’ll have access to training, tools for social media, and even sample scripts for contacting your Members of Parliament!  

Big changes or small changes, they all add up. My reasons for #betterbeauty is better health for my loved ones. So, here’s to our future – a day when every ingredient is safe.


“Safer products into the hands of everyone.” – Beautycounter mission





(Sources: Cancer is a Preventable Disease that Requires Major Lifestyle Changes and Family Cancer Syndromes, says, “Only about 5% to 10% of all cancers result directly from gene defects (called mutations) inherited from a parent”