D2C Cosmetics Startup Beautycounter Grabs Former Shiseido CEO to Scale Biz

Marc Rey will be the new CEO of Counter Brands, parent company of clean beauty brand Beautycounter, effective Feb. 1, with Founder Gregg Renfrew becoming the company’s executive chair and chief brand officer, according to a Wednesday (Jan. 19) press release.

Rey will focus on “operationalizing Beautycounter’s mission to lead and define the future of the global beauty industry, further accelerating its strategic initiatives by increasing brand awareness as well as bolstering the company’s innovative, integrated, omnichannel business model,” the release stated.

He was previously the CEO and global chief growth officer of Shiseido Americas, where he oversaw global brands, including NARS, bareMinerals, Laura Mercier and more, according to the release. He was particularly focused on digital and technological development.

Rey called Beautycounter “the undeniable pioneer of clean beauty,” per the release.

In her new position, Renfrew will focus on “community engagement and empowerment, brand innovation and awareness, and social mission and advocacy,” according to the release.

“As the founder of Beautycounter, my focus is on the future of our company to ensure we continue to lead our industry toward a better place,” Renfrew said in the release. “Marc is aligned with my ambitious vision for Beautycounter and our continued role in defining the industry’s evolution. His track record of scaling and optimizing businesses, proven ability to develop talented teams, and commitment to changing beauty for the better make him a natural fit as we continue to pursue long-term growth and expansion.”

In September, Beautycounter teamed with Swedish buy now, pay later (BNPL) firm Klarna to livestream a four-segment shopping series. The companies became partners in August 2020.

Read more: Klarna, Beautycounter to Livestream Shopping Series

The livestreams, hosted by Christy Coleman, celebrity makeup artist and chief artistic officer at Beautycounter, highlighted the theme of “Better Beauty” and featured beauty talent, including Ashley Greene, Christine Kong and Asia Jackson.