Dive Short:
- Beauty brand Beautycounter has brought back its founder, Gregg Renfrew, as CEO starting Feb. 1, as per the company's press release.
- Prior interim CEO Mindy Mackenzie will remain on the brand's board of directors.
- After Counter Brands was acquired by The Carlyle Group in 2021, Renfrew moved from CEO to executive chair and chief brand officer.
Dive Deep:
Beautycounter's original founder resumes position as chief executive officer.
Beautycounter faced a series of executive changes while aiming to expand its market presence. In 2022, CEO Marc Rey, former Shiseido Americas' head, was succeeded by Renfrew. Rey subsequently stepped down in 2023, with Mackenzie taking on the interim CEO role as the board searched for a permanent successor.
Many digital-native brands have recently sought new CEOs to inject fresh ideas and boost growth, such as Casper, Glossier, and Grove Collaborative. Others, like Bark and Beautycounter, have welcomed their founders back to the CEO position.
Roberto Marques, board chair, stated, "We are ecstatic to have Gregg back to lead Beautycounter in this next phase of growth. As the founder and inspiration behind the brand's mission, Gregg's performance history shows she's skilled at driving results and engaging both advocates and associates to create positive change."
During Renfrew's tenure, Beautycounter created a list of over 2,800 questionable or harmful ingredients to avoid in its products. The brand sells its cosmetics and skincare items on its website, at retailers like Ulta Beauty, and through brand advocates.
Renfrew commented, "I'm thrilled to work with the team again. This won't be business as usual; I look forward to setting even higher standards for our company and the industry."
Insight:
DTC brands like Casper, Glossier, Grove Collaborative, and Beautycounter often bring back their founders as CEOs to reconnect with the core vision, innovate problem-solving, ensure leadership continuity, adapt to market changes, maintain organizational culture, and signal a strategic refresh. Founders' unique mindsets and understanding of the brand can help the companies navigate the evolving DTC landscape.
- Given the circulation of fresh ideas and a boost in growth as a priority, Beautycounter, like Casper, Glossier, and Grove Collaborative, has reinstated its founder, Gregg Renfrew, as CEO, effective February 1, 2022.
- The announcement follows the brand's acquisition by The Carlyle Group in 2021, which saw Renfrew relinquish the CEO role to become executive chair and chief brand officer.
- After Marc Rey, former Shiseido Americas' head, who succeeded Renfrew in 2022, stepped down in 2023, Mindy Mackenzie temporarily took over as interim CEO until a permanent successor was found.
- Renfrew's return to the CEO position is welcomed by Roberto Marques, board chair, who expressed his excitement, stating that Renfrew, as the founder and the brand's inspiration, is well-equipped to lead Beautycounter in its next phase of growth.
- During her tenure, Renfrew established Beautycounter's list of over 2,800 questionable or harmful ingredients to avoid in its products, and the brand continues to sell its cosmetics and skincare items on its website, at retailers like Ulta Beauty, and through brand advocates.
- Reflecting on her return, Renfrew expressed her thrill at working with the team again and her ambition to set even higher standards for the company and the industry, ensuring that this won't be "business as usual."
