Gregg Renfrew Is Back With a New Beauty Brand

If you consider yourself a clean beauty connoisseur, chances are you already know Gregg Renfrew. She’s the entrepreneur behind Beautycounter, now known as Counter, the billion-dollar brand that helped define the clean beauty movement. Renfrew also became the first clean beauty chief executive to testify before the US Congress in support of cosmetic regulation. Now, she’s setting her sights on Gen Z with the launch of Beecee.

Think of Beecee as the younger sibling to Counter, not its successor. Renfrew says the two brands are designed to sit side by side, with Beecee built for Gen Z, while Counter continues to serve women at a different stage of life.

Instead of spending months drip-feeding product teasers, Beecee has taken a different approach. Before a single product has even gone on sale, the brand says it has built a waitlist of more than 10,000 women across all 50 US states through word-of-mouth, peer recommendations, and social media alone.

And those early members haven’t just been waiting around. They’ve already helped shape the brand by taking part in product testing, feedback sessions, educational programmes, member-hosted events, and in-person experiences. Next up, Beecee plans to bring those community events to 10 US cities before launching a university-focused programme on college campuses later this autumn.

“I’ve spent more than a decade building for women, and one of my strongest convictions is that clean beauty should reach women much earlier in their journey. But products alone aren’t enough,” said Renfrew. “The next chapter of beauty is about creating spaces where women learn from one another. Shared knowledge becomes confidence, confidence becomes power, and women with power change businesses, communities, and ultimately the world.”

Community isn’t the only thing Beecee is launching with. The brand is also introducing what it calls Collective Commerce, a model that moves away from traditional influencer programmes by removing follower-count requirements altogether. Members can access mentorship, professional development, educational programming, community experiences, early product access, and paid opportunities, with the aim of giving young women practical business experience alongside the chance to help build the brand.

Beecee launches on 1 September with a curated collection of multifunctional beauty essentials. Every formula has been developed according to Counter’s Blueprint for Clean standard, including The Never List, which excludes more than 3,300 ingredients from product formulations.