Gregg Renfrew is the founder of Beautycounter and now Counter, a pioneer in the clean beauty movement. We discuss identity collapse, buying her company back in 48 hours, letting it die to save it, why alignment beats optics, emotional maturity in leadership, and the beauty industry's hidden toxin loopholes. READ MORE👉🏼http://bit.ly/richroll954 ✌🏼🌱 – Rich This Episode Is Brought To You By… Squarespace: Use code RichRoll to save 10% off👉🏼https://bit.ly/squarespace2025 Seed: Save 20% OFF your first order👉🏼https://bit.ly/seedxrrp2025 WHOOP: The all-new WHOOP 5.0 is here! Get your first month FREE👉🏼https://www.join.whoop.com/Roll Check out all of the amazing discounts from our Sponsors👉🏼https://www.richroll.com/sponsors LISTEN / SUBSCRIBE TO THE PODCAST Apple Podcasts: http://bit.ly/rrpitunes Spotify: http://bit.ly/rrpspotify Google: http://bit.ly/rrpgooglepods Meal Planner: http://meals.richroll.com Voicing Change Book: http://richroll.com/vc Clips Channel: https://www.youtube.com/c/RichRollPodcastClips Newsletter: http://bit.ly/rollcallemail 00:00:00 Intro 00:01:17 Picking Up the Story: Post-2019 00:03:25 Decision to Sell Beauty Counter 00:05:03 Post-Sale Challenges & Leadership Change 00:07:36 CEO Transition & Cultural Clash 00:10:44 Commission Structure & Ulta Deal 00:13:17 Community Impact & Brand Dilution 00:16:49 Foreclosure & Greg’s Return 00:22:48 Buying Back the Company 00:25:22 Layoffs & Public Backlash 00:28:07 Letting Go & Shutting Down 00:30:26 Rebuilding & Self-Care 00:32:21 Sponsor Break 00:35:03 Identity, Ego, and Healing 00:38:45 Reimagining the Brand: Counter 00:40:42 Dropping “Beauty” – The Counter Rebrand 00:44:10 Clean Beauty & Regulatory Landscape 00:49:16 Consumer Awareness & Misinformation 00:54:16 Chemicals of Concern & Labeling 00:58:22 Rebuilding Trust with Community 01:00:53 Counter’s New Business Model 01:02:54 Technology, Community, and Personalization 01:06:57 Sponsor Break 01:08:15 Leadership Lessons & Gratitude 01:14:38 Challenges of Relaunching 01:18:57 Lessons on Selling a Company 01:22:20 Profitability Over Growth 01:26:23 Women in Entrepreneurship 01:30:29 Advisors, Inspiration, and Learning 01:35:11 Work-Life Balance & Non-Negotiables 01:37:07 Practical Clean Beauty Tips 01:40:25 Advocacy & Future Efforts 01:42:53 Final Reflections & Hope CONNECT WITH RICH ✩ Website - http://richroll.com​ ✩ Rich Roll Podcast - https://richroll.com/all-episodes/ ✩ Instagram - https://www.instagram.com/richroll/ ✩ Twitter - https://twitter.com/richroll ✩ Facebook - https://www.facebook.com/richrollfans ✩ Strava - https://www.strava.com/athletes/14443?oq=rich ✩ Memoir: Finding Ultra - https://www.richroll.com/shop/books/finding-ultra/ ✩ Meals - http://meals.richroll.com​ ✩ Cook - The Plantpower Way - https://www.richroll.com/shop/books/the-plantpower-way-signed/ ✩ Italian! - The Plantpower Way: Italia - https://www.richroll.com/shop/books/the-plantpower-way-italia-signed/ ✩ Support - https://www.patreon.com/richroll Thanks To The Team: Jason Camiolo, Dan Drake, Morgan McRae, Blake Curtis, Desmond Loh * * * * * NEW TO RICH? Hi I'm Rich Roll. I'm a vegan ultra-endurance athlete, author, podcaster, public speaker & wellness evangelist. But mainly I'm a dad of four. If you want to know more, visit my website or check out these two the NY Times articles: http://bit.ly/otillonyt http://bit.ly/vegansglam I LOVE MAIL! SEND IT HERE: 2630 Conejo Spectrum St. Thousand Oaks, CA 91320 #richroll #richrollpodcast