Beautycounter

Beautycounter founder Gregg Renfre doesn't mince words. "As I applied sunscreen, lotion, and any number of beauty products on myself and my kids, I never thought for a second they might not be safe: After all, I thought, we live in a country that regulates everything," she explains. "But I learned that when it comes to the personal care industry, that's simply not the case. Companies are allowed to use harmful ingredients and make their own judgments about safety." Enter Renfre's Beautycounter, a Santa Monica-based brand that has created its own high standards in pursuit of clean beauty, with more than 1,500 questionable ingredients never used in its formulations.

The brand, a Certified B Corporation, also advocates for stricter guidelines and regulations to shift the personal-care industry away from using harmful ingredients. (With the brand's commitment to transparency, it's also working with How2Recycle and other packaging industry experts to formulate, educate, and advocate for more sustainable packaging.)

Beautycounter's best-selling Glow First Priming Serum is beloved by over 800 shoppers, and uses a combination of ingredients like jojoba esters and responsibly sourced mica to boost skin's radiance and hydration while prepping it for your face makeup.

Website: beautycounter.com