10. Beautycounter
Beautycounter is a trailblazer in demanding safer ingredients and exceptional transparency within the beauty industry. The brand rigorously screens every ingredient, banning over 1,800 potentially harmful substances in its “Never List”, far exceeding U.S. regulatory standards.
Beautycounter’s advocacy extends beyond its products, as it actively campaigns for stricter cosmetic safety laws through lobbying and public education. This push for legislative change, highlighted by The New York Times, sets Beautycounter apart from most brands, which typically follow, rather than challenge, regulatory norms. Their leadership is reshaping expectations for safety and accountability in beauty.