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Cosmetics With a Cause: Why Gregg Renfrew Is Fighting to Reform the Beauty Industry For Beautycounter, doing well by doing good is the future of commerce.

By Kristen Aldridge

Opinions expressed by Entrepreneur contributors are their own.

Beautycounter founder and CEO Gregg Renfrew didn't set out to create a beauty company. She wanted to lead a movement.

After learning about the toxic chemicals used in many beauty products, Renfrew decided to take on the industry with a new brand of safe, non-toxic cosmetics.

"Our job is to show that regulation won't stifle innovation and there is a future where all beauty is clean beauty," Renfrew says. She's determined to create a world where consumers can trust that the products they are using are free of harmful chemicals, and her first stop is Capitol Hill.

For the past six years, Renfrew has met with lawmakers to push for stricter federal regulation over this massive industry, which last saw a legal update in 1938. She sees the European Union, which has banned over 1,300 ingredients, as an example of the difference this kind of legal action can make.

"The U.S. has banned only 30 [ingredients] to date," says Renfrew. "I think you have a right to know what you're putting on your body."

In response, Beautycounter created the Never List, which includes ingredients linked to cancer, reproductive toxicity, and endocrine disruption, that will never appear in their products.

"I think the future of commerce is in companies that are doing well and doing good simultaneously," Renfrew says. "We can't afford not to."

In this episode of How Brands Are Born, see how Renfrew is using beauty products to spark political action.

How Brands Are Born is presented by Cardone Ventures, in partnership with Original Stories Media. Learn how Grant Cardone and Brandon Dawson can help your business transform and scale to 10X levels HERE.

Kristen Aldridge

Founder of Original Stories Media, Journalist, Producer and Storyteller

Emmy-winning journalist and brand storytelling expert Kristen Aldridge is founder and CEO of Original Stories Media, a production company that specializes in capturing the origin stories behind the world’s most impactful brands. With over two decades of experience in the media industry, she has created content garnering millions of views for hugely successful platforms including Entrepreneur, ESPN, ABC, CBS, Yahoo!, and SHAPE.

Passionate about all things entrepreneurship, Aldridge created the original digital series How Brands Are Born to shine a light on all the remarkable people changing the world one big, bold dream at a time. Her mission is to help leaders reveal their most authentic selves so they can more effectively unleash their vision, inspire their culture, and bring deep value to the marketplace.

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