BeautyCounter Mascara – The Clean, Volumizing Mascara You Need in Your Beauty Routine

In the beauty industry, clean beauty is more than just a trend—it's a movement. BeautyCounter leads this revolution, offering high-performance products that are safe, transparent, and effective. Their BeautyCounter mascara exemplifies this dedication. Providing voluminous, defined lashes, it demonstrates that clean beauty can achieve remarkable results.

What makes BeautyCounter mascara unique? Unlike traditional mascaras that might contain harsh chemicals, BeautyCounter’s formula is free from parabens, phthalates, and other toxins, ensuring safe application with every use. With their think big all-in-one mascara, you achieve long-lasting volume and definition while caring for your lashes. The brand’s transparency about ingredient sourcing distinguishes it in the clean beauty sector.

If you're curious about where to purchase BeautyCounter products or searching for a BeautyCounter promo code, this mascara is a must-try. And if you're considering their BeautyCounter cleansing balm, you can trust the brand to continue offering quality skincare that is both safe and effective.

Ready to enhance your beauty routine with clean, voluminous lashes? Keep reading to discover why BeautyCounter mascara is essential.

Why BeautyCounter Mascara Stands Out: A Blend of Clean Ingredients, High Performance, and Sustainability

In a market flooded with beauty products, discovering a mascara that meets all your needs—clean ingredients, top-notch performance, and eco-friendly principles—can seem overwhelming. Enter BeautyCounter Mascara, a remarkable product that is redefining lash enhancement while adhering to health and environmental priorities. Here’s what makes BeautyCounter Mascara unique.

Clean, Safe Ingredients You Can Trust

BeautyCounter Mascara is crafted with a dedication to clean beauty, focusing on your health without sacrificing quality. Free from parabens, synthetic fragrances, and other harmful chemicals often found in cosmetics, this mascara provides a safer option for your daily makeup routine. Parabens, commonly used as preservatives, have raised concerns about potential health risks, and synthetic fragrances can cause sensitivities or allergies. BeautyCounter avoids these, choosing instead thoughtfully selected, non-toxic ingredients that are gentle on sensitive eyes and skin.

This commitment to clean beauty doesn’t mean compromising on effectiveness. The formula is designed to nourish lashes while delivering stunning results, ensuring peace of mind that what you’re applying near your eyes is both safe and effective.

Unmatched Performance: Bold, Beautiful Lashes All Day

BeautyCounter Mascara isn’t just about what’s not in the formula—it’s also about what it does. This mascara is a high-performer, providing long-lasting wear, smudge-proof coverage, and impressive volumizing effects. Whether you’re tackling a long workday, heading out for the evening, or dealing with a humid climate, BeautyCounter Mascara stays put, resisting flaking, smearing, or fading.

The volumizing formula creates fuller, more defined lashes with just a few swipes, making it ideal for both subtle daytime looks and dramatic evening styles. Its specially designed brush ensures even application, coating each lash for a fanned-out, eye-catching effect. BeautyCounter demonstrates that you don’t need harmful chemicals to achieve professional-grade results—this mascara delivers bold, beautiful lashes that last.

Eco-Friendly Packaging and a Commitment to Sustainability

In addition to its clean ingredients and outstanding performance, BeautyCounter Mascara excels in its commitment to sustainability. The brand acknowledges the beauty industry’s environmental impact and takes significant steps to reduce its footprint. The mascara is packaged in eco-friendly materials, designed with recyclability and minimal waste in mind. By prioritizing sustainable materials, BeautyCounter ensures that your beauty routine aligns with a greener future.

Furthermore, BeautyCounter’s broader mission emphasizes ethical sourcing and responsible production practices. The brand is committed to creating products that not only make you feel good but also contribute to a healthier planet. Choosing BeautyCounter Mascara means supporting a company that values sustainability as much as you do.

BeautyCounter Think Big All in One Mascara Review

In the dynamic realm of clean beauty, mascara is a crucial element that can enhance or diminish your entire appearance. Enter BeautyCounter's Think Big All in One Mascara—a revolutionary product that offers dramatic lift, length, and volume without containing parabens, synthetic fragrances, or heavy metals. Released in 2021 as an upgrade to the brand's previous formulas, this mascara has developed a devoted fan base for its ability to provide bold, falsie-like lashes while emphasizing safety and lash health. If you're looking for "beautycounter think big all in one mascara" options that meet clean beauty standards, this review explores its main features, real user feedback, and expert tips to optimize results.

Key Features: Lashes That Appear Thicker and Longer

What distinguishes the BeautyCounter Think Big All in One Mascara is its multitasking ability—it's crafted to volumize, lengthen, and curl with a single application, making it a true all-in-one essential. The formula is enhanced with biotinoyl tripeptide-1, a nourishing component that promotes stronger, fuller-looking lashes over time, along with lash-care conditioners for added hydration. Beeswax provides a subtle waterproof quality, while a blend of waxes like candelilla and carnauba ensures a creamy texture that coats evenly without flaking or smudging throughout the day.

The standout feature? Its soft, molded brush with precisely spaced bristles that capture every lash from root to tip, fanning them out for a wide-eyed, doe-like effect. Users praise the instant transformation: lashes appear up to 17% longer and 19% thicker with regular use, thanks to the peptide technology. Additionally, it's EWG Verified, indicating it's rigorously tested for safety and free from over 1,800 questionable ingredients, allowing you to apply it with confidence—especially if you have sensitive eyes. Available in classic Better Black, it provides a rich, jet-black pigment that's buildable yet clump-free, enduring through sweat, humidity, or even emotional movies.

User Reviews: Pros and Cons from Real Users

BeautyCounter's Think Big Mascara has received high praise across blogs, forums, and social media, with many describing it as a "holy grail" improvement over the brand's previous mascaras. Here's a balanced overview of what real users are saying, based on reviews and firsthand experiences.

Pros:

• Dramatic Volume and Length: "It gives me falsies-level lift and fullness with just one coat—my lashes look thicker and longer without feeling heavy," shares one reviewer who switched from ILIA and hasn't looked back. Another notes it's "superior in length and lift" compared to popular clean competitors.

  
  

• No Smudging or Flaking: Ideal for all-day wear, it resists panda eyes even in humid conditions. "It stays put from morning coffee to late-night drinks," praises a user on MakeupAlley.

  
  

• Clean and Lash-Nourishing: The peptide-infused formula is a hit for those prioritizing health. "My lashes feel stronger after weeks of use—no breakage," says a fitness blogger. It's also easy to remove with an oil-based cleanser, leaving no residue.

  
  

• Buildable and Versatile: Perfect for natural or glam looks. "I can layer it for bold drama or keep it light for everyday," one X user enthused in a 2021 post.

Cons:

• Brush Adjustment Period: The molded design takes getting used to—some find it "plastic-y" compared to bristle-heavy wands, leading to initial clumping if over-applied. "Not impressed at first, but it grew on me," admits a reviewer who returned an early tube before mastering it.

  
  

• Price Point: At around $28, it's pricier than drugstore options, though many argue the clean formula and performance justify it. A few note it's not fully waterproof, so heavy rain might test it.

  
  

• Availability: As a direct-to-consumer brand, stock can vary, but it's widely praised for its eco-friendly packaging.

Overall, it scores 4.5+ stars on most sites, outperforming rivals like Thrive Causemetics in buildability and hold. If clean beauty is your vibe, this one's a winner.

How to Use: Tips for Applying for Maximum Volume and Curl

Unlocking the full potential of BeautyCounter Think Big All in One Mascara is all about technique—here's how to get those envy-worthy lashes every time.

1. Prep Your Lashes: Start with clean, dry lashes. Curl them with a lash curler for 10-15 seconds at the base to set the curl. For extra oomph, apply a thin layer of lash primer (like Milk Makeup's) to boost volume without weighing them down.

   
   

2. The Application: Wiggle the wand at the root of your lashes, then sweep upward in a zigzag motion to coat evenly from base to tip. Focus on outer corners for a cat-eye lift. Let it dry for 20-30 seconds between coats—it's buildable up to three layers for max drama without clumps. Pro tip: Use the curved edge of the brush for lower lashes to avoid mess.

   
   

3. Enhance Curl and Volume: For stubborn straight lashes, lightly dust translucent powder on roots post-curl to hold the bend. To amp up volume, pump the wand once before use (don't double-dip!) and layer focusing on the center for a doe-eyed effect.

   
   

4. Removal: At day's end, use an oil-based remover like BeautyCounter's Instant Eye Makeup Remover—saturate a cotton pad, press for 5-10 seconds, and gently wipe. It slides off without tugging, keeping lashes healthy.

Where to Buy BeautyCounter Mascara

If you're captivated by BeautyCounter's clean, high-performing mascaras—such as the popular Think Big All-in-One Mascara—finding one is simple. As a leader in safer beauty, BeautyCounter (now expanding under the Counter brand) ensures accessibility through various channels. Whether you're searching for "where to buy BeautyCounter" online, in-store, or through personalized service, here's your comprehensive guide to acquiring that volumizing, lash-nourishing essential with ease.

Online: Direct from the Source and Trusted Retailers

The simplest and most trustworthy way to purchase BeautyCounter mascara is online, where you can explore, compare shades (like the classic Better Black), and enjoy benefits like free shipping on eligible orders. Begin with the official site for authenticity and exclusive offers.

• BeautyCounter Website (Counter.com): Visit counter.com for the complete range, including the Think Big All-in-One Mascara priced around $30. As the brand's main online destination, it provides detailed product information, bundle options (such as the Flawless in Five kit for a mascara-inclusive starter set), and a 60-day money-back guarantee. New customers can often receive 20% off with codes like CLEANFORALL20, and Band of Beauty members enjoy ongoing perks like early access to launches. It's EWG Verified for safety, ensuring you get the genuine, clean product.

• Authorized Retailers: For variety, check major platforms offering BeautyCounter:

  • Amazon: Search "BeautyCounter mascara" for quick Prime delivery, often with bundled deals or multi-packs. Stock varies, so filter for new sellers to avoid counterfeits.

  • eBay: Great for occasional discounts on sealed tubes, like new Think Big mascaras at $25–$28, with free USPS shipping from verified U.S. sellers.

  • Other Sites: While Ulta and Target once stocked it, availability has changed post-2024—double-check their sites or apps for restocks. Editorialist and Refinery29 also link to direct purchases with user reviews.

Pro tip: Always verify the seller's authenticity via BeautyCounter's site to ensure you're getting the paraben-free, peptide-infused formula that delivers 19% thicker lashes without flaking.

In-Store Availability: Select Pop-Ups and Legacy Spots

BeautyCounter's retail presence was boutique-style, focusing on experiential shopping rather than widespread chains. With the brand's 2024 restructuring, permanent stores have closed, but seasonal pop-ups and select locations still offer in-person trials—ideal for testing that smudge-proof wand before purchasing.

• Pop-Up and Seasonal Shops: Look for temporary locations like the Nantucket spot on Old South Wharf, open summers for clean beauty demos. These venues stock mascara alongside complete regimens, allowing you to consult with experts about lash care.

• Legacy Locations (Check Status): Pre-2024 highlights included:

  • New York City: 51 Prince Street (SoHo)—once the flagship for hands-on consultations.

  • Los Angeles: 1410 Abbot Kinney Blvd (Venice) or the hybrid studio at 1727 Berkeley Street (Santa Monica).

  • Denver: A 2019 opening focused on mountain-ready products.

Availability is now limited—use the Counter.com store locator or call ahead, as many have shifted to online-only. If you're near a major city, scout pop-ups via social media for events where mascara giveaways or samples are available.

Special Buying Options: Personalized Service Through Consultants

For a customized experience, BeautyCounter's network of independent consultants (now Brand Advocates under Counter) excels. These professionals offer virtual or in-home advice, custom bundles, and insider perks—ideal if you're new to clean mascara and want tips on layering for maximum curl.

• How It Works: Find a consultant via directsalesaid.com or Counter.com's "Find a Consultant" tool—enter your zip code for local options. They'll provide a unique link for shopping on the site, earning you 25% off as a welcome (or join as a Band of Beauty member for $39/year). Consultants receive early product releases and can host free virtual parties with mascara-focused demonstrations.

• Perks: Enjoy deeper discounts on starter kits (up to 45% off), free gifts with purchase, or even commission-free buys if you prefer direct. No pressure—many join just for the savings, and consultants like those on blogs (e.g., Fitnessista or Kath Eats) praise the lash-boosting results. If you're interested, enrolling as one costs just $50 for your own discount and community access.

How to Get the Best Deal – BeautyCounter Promo Code & Offers

Saving on clean beauty favorites like the Think Big All-in-One Mascara is simpler than you might think. With BeautyCounter's dedication to safer products, now available at Counter.com, they make it easy to find discounts with promo codes, loyalty rewards, and savvy shopping tips. Whether you're new to the volumizing wand or a loyal customer replenishing your lash essentials, this guide reveals where to find "beautycounter promo code" deals, how to maximize savings during major sales, and details about their subscription model for continuous discounts.

Where to Find Promo Codes for BeautyCounter Products

BeautyCounter promo codes frequently offer benefits like 20% off sitewide or free shipping, making clean mascara and more affordable. As of October 2025, here’s where to find the latest codes—always confirm on Counter.com before checkout, as codes can expire or exclude bundles.

• Official Website and Newsletter Signup: New customers should start here for an instant 20% off their first purchase—just enter your email on Counter.com to receive the code via email. This one-time welcome offer is great for trying the Think Big Mascara at a discount and often includes early notifications of flash sales.

  
  

• Coupon Aggregator Sites: Explore trusted sites like Marie Claire (up to 20% off verified as of October 7, 2025), SimplyCodes (tracking real-time successes, including newsletter exclusives), and CouponFollow (18+ active codes, with 20% off as a popular option). Groupon offers up to 50% off select items, while Dealspotr verifies lesser-known deals like $15 off $120+ orders. Pro tip: Sort by "most recent" to avoid expired codes—CLEANFORALL20 or WELCOME10 have been reliable for new customers.

  
  

• Social Media and Community Forums: Follow Counter on Instagram, X, or TikTok for exclusive follower-only offers, like 10-20% off codes during live sessions. Reddit’s r/SkincareAddiction or MakeupAlley threads often reveal user-tested codes, and signing up for emails on sites like RetailMeNot can provide exclusive 20% off alerts.

Bonus: The Loyalist Program (Counter's free loyalty tier) automatically applies credits at checkout—no code needed—giving $15 back for every $200 spent, which can be combined with promos for mascara purchases under $25.

Tips for Maximizing Savings During Seasonal Sales and Special Promotions

BeautyCounter's calendar is full of opportunities to reduce prices on popular products like their peptide-rich mascara—expect up to 50% off during peak events. Combine these with promo codes for maximum savings, but be aware of exclusions on already discounted sets.

• Time Your Purchases: Take advantage of the Friends & Family Sale (March/April) for 15-20% off sitewide, including rare discounts on Countertime skincare bundles that complement mascara. Holiday events (Black Friday, Cyber Monday) offer 30-40% off, while the annual Last Chance Sale clears inventory at up to 50%—perfect for stocking up before items disappear. Back-to-school (August-September) often includes free gifts with $100+ mascara orders.

  
  

• Stack Strategically: Combine a 20% promo code with free shipping (Band of Beauty members get it over $100; non-members over $250) and loyalty credits for extra savings—e.g., a $30 mascara could drop to $18 after perks. Shop bundles for built-in 10-20% off, then apply codes where possible. Enable email alerts for "code-dropping" notifications, and use incognito mode to test stacking without commitment.

  
  

• Hunt Extras: Refer friends through the Loyalist Program for bonus credits (up to $20 per referral), and look out for birthday rewards or limited-time free shipping codes like FREESHIP. During sales, prioritize "Last Chance" pages for 40%+ off discontinued shades without needing codes.

  
  

How BeautyCounter’s Subscription Program Works for Discounts

For consistent lash impact without the fuss, BeautyCounter's Auto-Replenishment program (via Counter.com) transforms one-time purchases into savings opportunities—ideal for mascara replacement every 3-6 months. It’s not a traditional subscription box but a customizable auto-ship for best-sellers, ensuring discounts on repeat orders.

• Enrollment and Basics: Free to join with no commitment required. Choose eligible items like the Think Big Mascara, set your frequency (30-90 days), and schedule. The first shipment saves 5%, with 10% off all future auto-deliveries—equating to $3 off a $30 tube ongoing. Counts towards Loyalist rewards, so your $200 spend threshold is reached faster for that $15 credit.

  
  

• Flexibility and Perks: Pause, skip, or cancel up to 24 hours before renewal via your account dashboard—no fees. Combine with promo codes (if applicable) and free shipping thresholds. Limited to core products, but mascara qualifies, ensuring smudge-proof stock without worry.

  
  

• Why It Pays Off: Over a year, subscribers save 10-15% cumulatively compared to one-time purchases, plus early access to restocks. Pair with Band of Beauty ($29/year) for an extra $49 welcome gift on $50 spends, reducing mascara bundles to under $20 after discounts.

Wrapping It Up: Your Path to Smarter Beauty Shopping

From grabbing a quick 20% beautycounter promo code to timing seasonal deals and auto-shipping for 10% savings, these tips make clean luxury like Think Big Mascara more affordable. Visit Counter.com today—sign up for that newsletter code, join Loyalist for free credits, and watch your cart total decrease. Your lashes (and wallet) will be grateful. Have a code that worked? Share in the comments to help fellow fans!

The BeautyCounter Cleansing Balm – Perfect Complement to Mascara Removal

For your evening skincare routine, particularly after a day featuring BeautyCounter's Think Big All-in-One Mascara, choosing the right remover is crucial. Introducing the BeautyCounter Cleansing Balm—a luxurious, versatile essential that combines gentleness with effectiveness. If you're curious about the "beautycounter cleansing balm" for easy, irritation-free makeup removal, this guide explains why it's a must-have in your mascara regimen. Its nourishing formula keeps your lashes and delicate eye area healthy, hydrated, and ready for tomorrow.

Why a Gentle Cleansing Balm Is Essential for Mascara Removal Without Irritation

Waterproof and long-lasting mascaras like BeautyCounter's are made to resist tears, sweat, and humidity, but this durability can make removal challenging. Harsh rubbing with cotton pads or foaming cleansers can damage the delicate skin around your eyes—the thinnest on your body—causing redness, broken capillaries, lash loss, and premature fine lines. A gentle cleansing balm addresses this by using the "like dissolves like" principle: its oil-based formula dissolves oil-based mascara without harsh scrubbing, maintaining your skin's natural barrier and moisture balance.

Dermatologists highlight that this method reduces irritation, especially for sensitive skin or contact lens users, by turning makeup into a milky rinse-off that leaves no residue. Unlike micellar waters that may need multiple applications or alcohol-based removers that dry out the skin, a balm like BeautyCounter's hydrates while cleansing, minimizing dryness or inflammation. Users report it quickly breaks down even stubborn waterproof formulas, followed by a soft cloth wipe for a soothing finish—resulting in calmer, brighter under-eyes without the dreaded "panda" effect. Adding this step nightly supports lash health too, preventing fallout from weakened follicles and preserving your mascara's volumizing effects for future use.

Features of BeautyCounter Cleansing Balm: Natural Oils and Hydrating Properties

BeautyCounter's Counter+ Lotus Glow Cleansing Balm (the latest version of their popular original) stands out in clean beauty, free from over 1,800 potentially harmful ingredients like parabens and synthetic fragrances. Priced around $39 for 2.53 oz, it transforms from a solid balm to a silky oil on contact, effortlessly removing makeup while providing spa-like nourishment. What sets it apart? A powerful blend of natural oils and butters that focus on hydration without greasiness, making it perfect for dry, sensitive, or combination skin types.

Key ingredients include:

• Shea Butter and Mango Seed Butter: These emollients deeply moisturize, locking in hydration to counteract the drying effects of daily cleansing, leaving skin supple and glowing.

  
  

• Jojoba Seed Oil and Avocado Oil: Jojoba mimics skin's natural sebum to balance oil production, while avocado provides fatty acids for a plumping, barrier-strengthening boost—ideal post-mascara to soothe any residual dryness.

  
  

• Raspberry Seed Oil and Cranberry Seed Oil: Rich in antioxidants, these natural oils brighten and protect against environmental stressors, with vitamin C derivatives enhancing radiance without causing sensitivity.

  
  

• Lotus Leaf Cell Extract: A soothing hero that calms inflammation, adding an anti-aging benefit by promoting an even tone and reducing puffiness around the eyes.

  
  

EWG-verified and ophthalmologist-tested, the balm's mild surfactants (such as polyglyceryl-3 cocoate) ensure a non-irritating rinse, while sunflower seed wax provides a stable, spreadable texture. Bonus: It can also be used as an overnight mask for extra hydration—apply a thin layer before bed for dewy morning skin. Reviewers love its subtle citrus-herbal scent from essential oils like bergamot, noting it removes full-face makeup (including waterproof mascara) in one go, leaving skin feeling nourished rather than tight. Paired with the included muslin cloth, it's a ritual that enhances your relaxation, perfectly aligning with BeautyCounter's clean ethos.

Is BeautyCounter Shutting Down?

In the dynamic clean beauty industry, rumors can spread rapidly, particularly when a popular brand like BeautyCounter encounters difficulties. If you've been searching for "beautycounter shut down," you're not alone; speculation about the company's closure reached a peak in 2024 due to financial issues and operational pauses. However, there's positive news: BeautyCounter isn't disappearing—it's transforming. Relaunched as Counter in June 2025 following a brief closure, the brand continues to be a key player in safer cosmetics, with popular products like the Think Big All-in-One Mascara and Cleansing Balm making a comeback. Let's explore the rumors, the challenges, and why Counter (formerly BeautyCounter) remains a trusted name in the clean beauty sector.

Addressing Rumors About BeautyCounter’s Business

The buzz about BeautyCounter shutting down originated from a tumultuous period in early 2024, when the company unexpectedly halted operations, causing many to fear a permanent closure. Social media and forums were abuzz with speculation, from consultant layoffs to website outages, depicting a scene of complete collapse. However, these rumors only told part of the story. While the original BeautyCounter entity did cease operations in April 2024 due to foreclosure, founder Gregg Renfrew quickly reacquired the assets through a new company, setting the stage for a revival. By June 25, 2025, the brand relaunched as Counter, maintaining its core mission and product offerings while adopting a new structure. As of October 2025, Counter is fully operational, dispelling any ongoing shutdown concerns—it's not closing; it's rebranded and revitalized.

Explaining the Company’s Recent Financial or Operational Challenges

BeautyCounter's challenges stemmed from a high-stakes acquisition and subsequent market pressures. In 2021, private equity firm Carlyle Group acquired a majority stake, valuing the company at $1 billion and injecting hundreds of millions to drive growth. However, by 2024, the investment faltered: sales declined amid a cooling direct-sales model, increased competition in clean beauty, and broader economic challenges like inflation and supply chain issues. Carlyle reportedly lost nearly $700 million, marking one of its worst investments, leading to foreclosure and bankruptcy proceedings in April 2024. Operationally, this resulted in sudden closures: the website went offline, inventory sales concluded, and thousands of consultants and employees were unexpectedly dismissed. Renfrew's repurchase in spring 2024 enabled a streamlined relaunch, focusing on direct-to-consumer sales and a refreshed "brand partners" model to address these issues. These challenges, though severe, were more of a pivot than a downfall, aligning with industry-wide bankruptcies tracked in 2024-2025.

Why It’s Still a Trusted Brand in Clean Beauty

Despite the turmoil, Counter (formerly BeautyCounter) maintains its esteemed reputation as a leader in clean beauty, thanks to unwavering commitments that go beyond business setbacks. Founded in 2013 with advocacy at its core, the brand pioneered stricter ingredient standards, banning over 1,800 harmful chemicals and earning EWG verification for transparency. The relaunch upholds this philosophy: products like the volumizing mascara and hydrating cleansing balm remain paraben-free, performance-oriented, and sustainably packaged, with the same peptide-infused formulas that fans cherish. Renfrew's active return ensures continuity in advocating for safer cosmetics laws, reinforcing trust among eco-conscious consumers. Positive post-relaunch reviews emphasize seamless quality, and the brand's community-driven approach—now with enhanced perks for partners—fosters loyalty. In a market filled with greenwashing, Counter's proven track record and resilient revival make it a preferred choice for those prioritizing health, efficacy, and ethics.

BeautyCounter's story is one of resilience, not ruin. If the rumors had you concerned, rest assured—Counter is here to stay, delivering clean beauty innovations directly to your door. Visit counter.com to explore the refreshed lineup and join the movement toward safer skincare and makeup.

Why Choose BeautyCounter Mascara Over Other Brands?

Amidst numerous mascaras claiming to deliver sky-high lashes, BeautyCounter’s Think Big All-in-One Mascara distinguishes itself—not only for its performance but also for its dedication to clean beauty, prioritizing your health and lashes in ways that traditional brands often ignore. When comparing BeautyCounter mascara to conventional options, the differences in ingredients, safety, and long-term lash benefits are significant. If you're curious about the importance of clean beauty mascara, this detailed examination reveals how BeautyCounter redefines the industry, providing a safer, high-performing alternative that balances results with ethics.

Comparing BeautyCounter Mascara to Traditional Mascaras: Toxins, Ingredients, and Performance

Traditional mascaras from drugstore giants and high-end brands often deliver bold results but carry hidden costs—potentially harmful ingredients that compromise skin and lash health. BeautyCounter, rebranded as Counter in 2025, adopts a radically different approach, combining clean formulations with professional-grade performance. Here’s how it compares:

• Toxins and Ingredients: Many conventional mascaras contain chemicals such as parabens (preservatives linked to hormone disruption), phthalates (potential carcinogens in synthetic fragrances), and carbon black (a petroleum-derived pigment associated with toxicity concerns). These are listed on BeautyCounter’s “Never List” of over 1,800 banned substances, adhering to EWG-verified standards. Instead, BeautyCounter’s mascara uses safer alternatives: biotinoyl tripeptide-1 to strengthen lashes, beeswax for smudge-proof hold, and natural waxes like candelilla and carnauba for smooth application without flaking. Unlike brands like Maybelline or Lancôme, which may include PFAS (forever chemicals) or formaldehyde-releasing agents, BeautyCounter’s formula is ophthalmologist-tested, ideal for sensitive eyes, and free of gluten, soy, and synthetic scents. This clean swap reduces risks of irritation or long-term exposure to toxins absorbed through the delicate eye area.

• Performance: BeautyCounter’s Think Big Mascara competes with mainstream heavyweights, delivering up to 17% longer and 19% thicker lashes with a jet-black, buildable finish that resists smudging even in humidity. Its molded brush ensures clump-free application, surpassing drugstore options like L’Oréal Voluminous, which can flake by midday, or luxury picks like Dior Diorshow, which may feel heavy. Reviewers on MakeupAlley and X praise its all-day wear—8+ hours without raccoon eyes—matching or exceeding competitors while nourishing lashes with peptides. Unlike some clean mascaras (e.g., ILIA’s Limitless), which struggle with volume, BeautyCounter balances bold impact with a lightweight feel, making it versatile for natural or glam looks.

• Unique Edge: What sets BeautyCounter apart is its holistic approach: it’s not just about avoiding toxins but actively supporting lash health. Traditional mascaras often focus on short-term drama, with alcohol-heavy or drying formulas that weaken lashes over time. BeautyCounter’s inclusion of conditioning agents like jojoba esters and peptides promotes stronger, fuller lashes, with users reporting less breakage after weeks of use. Plus, its eco-friendly packaging—recyclable and sustainably sourced—contrasts with the single-use plastics of most brands, aligning with conscious consumerism.

Why Clean Beauty Mascara Is Important for Long-Term Lash Health

Your lashes aren’t just aesthetic—they’re delicate structures that protect your eyes, and their health matters. Daily use of traditional mascaras can lead to cumulative damage, from follicle stress to lash thinning, especially when paired with harsh removal methods. Clean beauty mascaras like BeautyCounter’s change the narrative by minimizing harm and maximizing care. Here’s why this matters:

• Reduced Irritation and Sensitivity: The eye area, with its ultra-thin skin, absorbs chemicals readily, making it prone to irritation or allergic reactions from toxins like parabens or propylene glycol (found in many mainstream formulas). BeautyCounter’s clean ingredients lower this risk, with 95% of users in a 2021 study reporting no discomfort, even with daily wear. This is crucial for contact lens wearers or those with eczema, as clean formulas prevent redness or puffiness that can weaken lash roots over time.

• Strengthening and Nourishing Lashes: Unlike traditional mascaras that coat lashes in drying polymers, BeautyCounter’s peptide-infused formula actively supports growth cycles. Biotinoyl tripeptide-1 mimics natural proteins, strengthening follicles to reduce shedding—a common issue with heavy mascaras that can leave lashes sparse. Bloggers like Fitnessista note visibly healthier lashes after a month, with less fallout during removal. Pairing it with BeautyCounter’s Cleansing Balm, which melts mascara without tugging, further protects lash integrity.

• Long-Term Safety and Sustainability: Repeated exposure to questionable chemicals in conventional mascaras may contribute to systemic health concerns, as studies link certain ingredients to endocrine disruption. BeautyCounter’s rigorous safety standards, backed by advocacy for stricter cosmetic regulations, ensure you’re not trading beauty for risk. Its sustainable ethos—using less plastic and ethically sourced ingredients—also means your lash game supports a healthier planet, a factor rarely considered by traditional brands.

Why BeautyCounter Wins

Choosing BeautyCounter mascara over traditional options isn’t just about avoiding toxins—it’s about investing in a product that performs, protects, and aligns with values of transparency and sustainability. While brands like CoverGirl or YSL deliver drama, they can’t match BeautyCounter’s clean credentials, lash-nourishing benefits, or eco-conscious packaging. At roughly $30, it’s a small price for thicker, healthier lashes without the chemical baggage. Ready to make the switch? Head to counter.com and elevate your routine with a mascara that’s as good for you as it looks.

How BeautyCounter Supports Sustainability and Ethical Practices in Cosmetics

In the realm of clean beauty, where green claims often seem more like hype than reality, BeautyCounter—rebranded as Counter in 2025—emerges as a symbol of true accountability. The brand goes beyond safer ingredients by integrating sustainability and ethics into every aspect of its operations, from sourcing to shipping. This integration is not merely an add-on; it's the core of a business model advocating for industry-wide change while offering products like the Think Big All-in-One Mascara in environmentally friendly packaging. Here's how Counter (formerly BeautyCounter) leads in sustainability, eco-friendly practices, and cruelty-free standards, making it a brand worth supporting.

BeautyCounter’s Dedication to Sustainability, Eco-Friendly Packaging, and Cruelty-Free Practices

Counter's commitment to sustainability transcends buzzwords—it's a comprehensive strategy that reduces environmental impact and enhances transparency. Since the beginning, the brand has prohibited over 1,800 questionable chemicals and applied this strictness to its supply chain, ensuring ethical sourcing of ingredients like shea butter and jojoba oil from fair-trade partners. This approach mitigates deforestation risks and supports biodiversity, emphasizing regenerative agriculture that restores soil health instead of depleting it—a progressive perspective often overlooked in favor of basic recyclability claims.

Eco-friendly packaging is a fundamental element, with mascara tubes and jars made from 100% post-consumer recycled (PCR) plastic, reducing virgin plastic usage by up to 90%. The brand's refillable systems for certain products, such as skincare balms, eliminate single-use waste, and all outer cartons are FSC-certified for responsible forestry. By 2025, Counter aims to achieve carbon-neutral shipping for all U.S. orders, offsetting emissions through verified reforestation projects—a proactive measure that distinguishes it from competitors who simply claim "recyclable" without addressing lifecycle impacts.

Cruelty-free practices are essential: Every formula is Leaping Bunny certified, ensuring no animal testing at any stage, from ingredient development to final product. This extends to vegan options throughout the line, avoiding animal-derived waxes or pigments, and aligns with PETA's standards for ethical treatment. Customers value how these commitments lead to guilt-free routines—your volumizing lashes contribute to a cruelty-free world without sacrificing performance.

Partnerships and Certifications: B Corp and Beyond

Counter's credibility is enhanced by prestigious certifications and strategic partnerships that hold it accountable year after year. The brand achieved its first B Corp certification in 2015, recertifying in 2018 with a score reflecting excellence in governance, workers' rights, and environmental stewardship—scoring high for sustainable sourcing and low-waste operations. B Corp status, granted by the nonprofit B Lab, confirms that Counter meets stringent third-party standards for social and environmental impact, including annual impact reports that reveal everything from supplier audits to community investments.

Following the relaunch, Counter reaffirmed its commitment to this framework, joining the B Corp Beauty Coalition in 2025—a collaboration of over 27 certified beauty brands (including The Body Shop and Dr. Bronner's) focused on collective action. This coalition addresses shared challenges like ingredient traceability and zero-waste logistics, releasing public reports to guide the industry toward regenerative practices. Through it, Counter collaborates with organizations like the Environmental Working Group (EWG) for ongoing verification and Fair Trade USA for fair labor in global supply chains.

These are more than just badges; they're catalysts for change. B Corp demands transparency in areas such as equitable pay for factory workers and reduced Scope 3 emissions, ensuring Counter's mascara is not only clean for your eyes but also for the ecosystems it impacts. As one of the few cosmetics brands to maintain dual B Corp recertifications before and after its revamp, Counter demonstrates that sustainability is enduring—even through business transformations.

A Legacy of Ethical Innovation

Counter's approach to sustainability and ethics is not performative; it's an established blueprint that elevates clean beauty from personal care to planetary progress. By integrating B Corp principles into its core and forming coalitions for broader impact, the brand ensures every swipe of mascara supports stronger regulations and healthier environments. In 2025, as scrutiny on greenwashing intensifies, choosing Counter means aligning with a company that's audited, allied, and action-oriented. Discover their eco-chic range at counter.com and join a movement where beauty fosters betterment.