I’ve been thinking for a long time about how to write this to you, because the relationships I’ve built around sharing beauty and wellness have never been about products alone. My relationship with you all has always been about trust—about knowing that what I recommend is something I have considered carefully, used thoughtfully, and can stand behind with a clear conscience.
I find myself today at a new place in my personal beauty-care journey. I have always had really sensitive skin, and I’m now navigating significant allergies. What worked for me previously simply isn’t working anymore. So how do I tell you about what I’ve found and what I am loving now?
What I know for sure is that I’m most at peace when the products I use—and suggest to you—feel as close as possible to simple, recognizable ingredients, without layers of complexity that I have to explain or worry about. Also, I am no longer able to wholeheartedly recommend any one brand across the board. I no longer think in terms of “good brand” and “bad brand.” After much research and personal experience, I’m thinking much more carefully now about individual products, individual formulas, and what matters most in a particular category. Instead of using a whole line, I’m picking and choosing what works for me—and I’m stocking my shelves with products that don’t irritate my own skin. Your mileage will likely vary.
Many of you have been with me since my years with Beautycounter, and more recently, through the transition to Counter. I remain deeply grateful for that shared journey. I still respect the mission that first drew me in: first, to help a friend, then to raise the standard for safer products and greater transparency in the beauty industry. And always, I had a genuine desire to help women take better care of themselves. That work mattered—and continues to matter.
And I’ve always been loyal to a fault. Once I find something I like, I stick with it and don’t look right or left. When Beautycounter closed, I dug in, used the stock on my shelves, and only looked for alternatives when things began to run out or age beyond their appropriate use-by dates. Then Counter launched, and I went in with gusto. But I found it wasn’t working for me anymore. Still, I stuck with it and figured it was a me problem. I also didn’t have the budget necessary to test alternatives right away. It took some time to find replacements. Slowly, I recognized that there were products out there that served me better. The recognition has led me to make a shift.
I still respect the work being done at Counter, and there are certainly products in the line that many people will continue to love and use happily. But as the clean beauty industry has evolved, I’ve realized that my own preferences and needs are pulling me toward simpler formulas that are a little closer to the ingredient itself.
For skincare, sunscreen, and deodorant, I am head-over-heels in love with Primally Pure. What draws me there is simplicity that is increasingly rare: formulas built from whole, minimally processed ingredients—oils, tallow, botanicals—that feel more like nourishment than formulation. Most of their products are so gentle that you could probably eat them. (Don’t, but you know, theoretically.) They’re simple products that literally make me feel good in the skin I’m in. No one is promising anti-aging (which is utterly absurd). Primally Pure is just offering a way to take care of the largest organ you have. There is a simple integrity in that.
For makeup, I’ve primarily landed on Ogee. It offers a similar ingredient-first philosophy, while still allowing for the beauty and usability we all want in everyday products. Please note: I reached out to Ogee for an affiliate’s link and came up empty. This transparency is coming at a cost. Beautycounter was a significant source of income for my family. And we have never been more grateful for income opportunities than in the last couple of years after my husband unexpectedly lost his job. I was so hopeful that I could gush about Counter and restore that. I can’t.
In addition, Beautycounter was something I did with my girls. We shared a genuine joy in the products. But I’ve noticed them using other things now. There is less enthusiasm for Counter, though they were very hopeful at the launch. What we shared with you before was real—we loved it together. Now, as they also seek what is right for them, they are not holding back about performance and some brands’ claims of “clean.” They’ve challenged me to dig deeper.
What I see now is that there is a kind of clean beauty continuum.
On one end are products that prioritize ingredient simplicity above all else. That’s where I feel brands like Primally Pure and many of Ogee’s products live. The formulas tend to rely heavily on oils, tallow + butters, waxes, and botanical ingredients that are recognizable and minimally processed.
On another part of the spectrum are brands like Merit Beauty, which approach clean beauty differently. Merit products are much more modern and performance-driven in their formulation style. They are often fragrance-free, beautifully wearable, and incredibly easy to use. They do rely more heavily on cosmetic chemistry and synthetic texture systems than Ogee does, but they also solve different problems. Sometimes, what matters most to me is that a product is free of artificial flavors—or “natural flavors” that are vague. And I can’t tolerate most chemically created fragrances at all. Not even a little bit.
A good example is blush. The Ogee sculpted face sticks are probably closer to my ideal in terms of purity. They are ingredient-forward and beautifully nourishing on the skin. I love makeup that is truly skincare. But if I know I need my makeup to last through a very long day, I may reach for the Merit Beauty Flush Balm instead because it has better staying power and behaves more predictably over time. It is not as ingredient-simple, but it performs beautifully without fragrance or a heavily scented experience, which matters to many women. Note to those of you missing the Beautycounter lip gloss or disappointed in the Counter jellies: both Ogee and Merit have amazing lip gloss—good performers without “natural flavors” or vanillin. This was a big deal for me.
So my everyday routine looks like a blend of things:
Primally Pure for most skincare
Ogee or Ilia for much of my makeup
Occasionally, Merit products in categories where performance or fragrance sensitivity matters most
I want to be very clear about something important: this is not a rejection of Counter. It reflects my own evolving discernment. The clean beauty landscape has changed, and many brands—including Counter—are working to balance safety, performance, and innovation in ways that serve a broad audience. I respect that work. At the same time, I’ve recognized that what I’m actually reaching for day after day as I care for my skin or put my best face forward is usually from somewhere different.
This may resonate with some of you who have told me that Counter doesn’t feel like Beautycounter did. We’re in this together. My role has never been to persuade you into something new, but to walk alongside you as you make choices that feel right for your own life and family.
What I can promise is this: Wherever I land, I will always be honest. And I will be cautious. I will take my time. I will continue to research, to question, and to choose carefully—so that when I share something with you, it comes from a place of integrity.
If you’re curious about these new products, I’m happy to talk through them with you, answer questions, or simply share what I’m learning as I go. And I’ll provide specific links if you want them. I’ve dug really deep into the nuances of clean beauty over the last several months, and I’ll share more about it soon.
Thank you, always, for your trust. It is something I do not take lightly.