As a personal preference, I've often leaned away from foundation, disliking the feeling of heavy makeup on my skin. This has led me to appreciate primers, which are designed to prep the skin for makeup by hydrating, smoothing, and adding luminosity. My all-time favorite primer was the Becca Backlight Priming Filter, sadly discontinued after Becca closed its doors.
When I first saw the photos of Beautycounter's new primer, which touts itself as a serum with skin-first ingredients, I was eager to try it. It claimed to offer significant hydration and luminosity from responsibly sourced mica, promising to aid in long-lasting makeup application. However, this primer proved to be a significant letdown for me.
Initial Impressions and Performance
While the primer did provide hydration, as evidenced by the photos, I did not notice the subtle shimmer from the mica that was promised. When applied to the skin, it felt more like spreading thick water, a sensation that was quite unusual. I tested it with foundation, and while it didn't negatively impact the foundation's performance, it also didn't add any noticeable benefits.
Given the price point of $65, I expected more from this product. My personal philosophy is to prefer skincare products for skincare and makeup products for makeup. Beautycounter seems to be aiming for a hybrid product, positioning this as a skincare item used as makeup, which might explain the higher price. However, I find this approach less appealing.
About Beautycounter: Brand Philosophy and Commitment
My journey with Beautycounter began almost four years ago, driven by my passion for clean beauty and women's empowerment, two values I deeply stand behind. Beautycounter was launched in 2013 by Gregg Renfrew, who was motivated by the stark difference in ingredient regulations between the US and the EU. While the US banned only 30 ingredients from personal care products, the EU banned 1,400. Beautycounter's mission is to transform the beauty industry by creating not only clean beauty products but also high-performing ones.
The company has established its own rigorous standard for clean beauty, known as the Never List. This list comprises over 1,800 questionable or harmful chemicals that Beautycounter never uses in its products. This includes the 1,400 chemicals banned or restricted by the European Union, along with additional ingredients screened by Beautycounter and found to be of concern. Beyond this list, Beautycounter actively advocates for stronger laws governing ingredients in personal care products.
Beautycounter's commitment to its values is further demonstrated through its certifications and practices:
- Certified B Corp: This certification signifies that a company meets high standards of social and environmental performance, accountability, and transparency. Beautycounter's most recent B-Corp score was 97.7.
- Leaping Bunny Certified: This is the gold standard for cruelty-free personal care items, ensuring no animal testing.
- Third-Party Testing: Given the loose regulations on personal care products, Beautycounter engages in third-party testing to validate its claims.
- Supports Women-Owned Businesses and Builds Community: The company fosters an environment where women can be business owners and activists, providing extra income and support.
Ingredient Transparency: The Case of Phenoxyethanol
Some consumers are hesitant about Beautycounter using phenoxyethanol in certain products, viewing it as a compromise in clean beauty. Phenoxyethanol is a preservative commonly used in products containing water or aloe vera to prevent the growth of mold, yeast, and bacteria. While there is a lot of misinformation about this ingredient online, Beautycounter uses a pure form that has undergone rigorous testing. Tufts University has tested it twice, and its raw form has been tested for 1,4-dioxane and ethylene oxide, yielding negative results. Furthermore, the concentration of phenoxyethanol used by Beautycounter is under 1%.
Other Beautycounter Favorites and Recommendations
While the Glow First Priming Serum did not meet my expectations, Beautycounter offers many other products that I love and regularly use. These include:
Skincare
- All Bright C Serum: This serum is fantastic for dull skin, smells amazing, and has been clinically shown to brighten and even skin tone, boost elasticity, and minimize imperfections. It provides a noticeable difference in skin brightness quickly.
- Overnight Resurfacing Peel: Considered a safer alternative to retinol, this peel exfoliates the skin, leaving it smoother and brighter. It's described as a "facial in a jar."
- Countertime Tetrapeptide Supreme Cream: This is a highly hydrating night cream that is part of the Countertime line, formulated with a plant-derived Retinol Complex of Bakuchiol and Swiss alpine rose. The Countertime line is designed to fight signs of aging with potent natural ingredients.
- Counterstart Gentle Cleanser: A straightforward and effective cleanser that is more affordable than other options.
- Charcoal Cleansing Bar: While the charcoal can be drying for the face, it's excellent for underarms and cleaning makeup brushes.
- Daily Sheer Defense SPF 30: This sunscreen applies sheer, is non-greasy, and does not leave a white cast, making it ideal for daily use on the face, arms, and legs.
- Hydrating Day Cream: A lightweight daytime moisturizer with bakuchiol that provides hydration without feeling heavy.
- Brightening Oil: A solid serum for hydration and addressing fine lines, though not considered life-changing.
- Countermatch Adaptive Moisture Lotion: A good option for combination or sensitive skin.
Makeup
- Skin Twin Foundation: A favorite liquid foundation in clean beauty, offering great consistency, hydration, and medium coverage that enhances the skin's natural appearance. It contains hyaluronic acid for plumping and smoothing and has good longevity.
- Dew Skin Tinted Moisturizer SPF 20: A cult favorite, this tinted moisturizer provides a natural look with a hint of color and SPF protection. It's described as a "real-life IG filter" for its glow-boosting properties.
- Cheeky Clean Cream Blush: These blushes are praised for their blend-ability and ease of use, providing a beautiful, versatile, and mistake-proof color.
- Lid Glow Cream Shadow: These cream shadows deliver an effortless glow with buildable pigment, suitable for sheer washes of color or deeper looks.
- Beyond Gloss: A hydrating lip gloss that offers high-impact shine without stickiness, available in various shades.
- Cheeky Clean Highlighter Balm: A creamy, buildable highlighter balm that melts into the skin for a lit-from-within glow, formulated with skincare ingredients like squalene and jojoba esters.
Products That Didn't Meet Expectations
While I am a strong advocate for Beautycounter, not every product has been a hit for me. Some products that have not lived up to the hype include:
- Think Big Mascara: While it provides a bold lash look for a clean mascara, it smudges unless layered with a tubing mascara.
- Creamy Eye Shadow: These are very sheer, difficult to layer, and crease easily.
- Sunscreen Lotion: While generally good, it's not considered thick enough to withstand prolonged sun exposure for some users.
- Shampoo and Conditioner: These products felt heavy and weighed down my fine, thin hair.
- Dew Skin Tinted Moisturizer: While popular, it didn't work for me as my skin became drier with age.
- Color Intense Cream Eye Shadow: This product caused breakouts for me after a few weeks of use.
- Think Big All In One Mascara: While it offers a bold look, it smudges significantly.
- Precision Brow Pencil: While once a favorite, I now prefer other brow products.
- Rejuvenating Radiance Serum: This serum dried out my already dry skin.
Saving Money on Beautycounter Products
For those interested in Beautycounter, there are ways to save money. Becoming a member of the Band of Beauty loyalty program ($19 annually) offers benefits such as free shipping on orders over $75 and 10% back on every order to use towards future purchases. Additionally, becoming a Beautycounter consultant can provide income and discounts.
It's important to note that Beautycounter was discontinued in April 2024. For those seeking similar clean beauty alternatives, Crunchi's Smart Primer and ILIA's True Skin Radiant Priming Serum are mentioned as viable options.
My Glowy Natural Glam Makeup Look
The Beautycounter Glow First Priming Serum, while intended to enhance makeup wear and provide a glowy complexion, ultimately did not meet my expectations. Its texture was unusual, and the promised shimmer was absent. However, the brand's overall commitment to clean ingredients, transparency, and high-performing products remains commendable, with many other offerings that I highly recommend.
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