In the last 20 years, the European Union has banned more than 1,300 chemicals in the product formulas of personal care products and restricted the levels of over 250 more in such products. The United States has only partially banned 30 to date. The US hasn't passed any major federal laws to regulate personal care product ingredients since 1938. This is why Beautycounter was formed; to get safer products into (and sometimes onto) the hands of people who want better and safer products.

Beautycounter sells high-quality makeup, skincare, bath, body, and family products through their website, personal consultants, and retail partnerships. The company also supports non-profit partners such as the Environmental Working Group, Breast Cancer Prevention Partners (aka The Breast Cancer Fund), and Healthy Child Healthy World. They provide information on 'The Never List', a list of questionable or harmful ingredients, on their website, https://www.beautycounter.com where viewers may also purchase products, learn more about the company, or get involved by finding or even becoming a consultant.