Business Profile

Published on November 1st, 2014 | by Jodie Cunningham


Beautycounter: A Counter Revolution

Jodie Cunningham, a registered nurse and self-described natural beauty product “passionista,” was on a quest to find safe, yet effective and luxurious skin care and body care products for herself and family. “For years, I’d spent a small fortune on an endless array of mainstream, natural and organic skin care lines,” she explains. “Most were simply not effective, and some resulted in unwanted adverse effects in the form of break-outs, irritation, redness and drying. I was determined to find the brand that would meet my criteria for safety and effectiveness, as well as the luxuriousness I appreciate in skin care and cosmetics.” Cunningham discovered the Beautycounter brand while screening products and brands on the Environmental Working Group’s Skin Deep Cosmetics database. The products rated low hazard. “Needless to say, I’m completely impressed and thrilled, not only with the products, but with the company and what it stands for,” she says. “I had to be a part of the movement, often called the Counter Revolution.” According to Cunningham, there are approximately 10,000 chemicals commonly found in personal care products and only 10 percent of those chemicals have safety data. “The United States has not passed a federal law to regulate the ingredients used in personal care products since 1938,” she says. “The European Union has spent the past two decades banning or restricting more than 1,300 ingredients—the U.S. has banned only 11 to date. Even more troubling, chemicals linked to breast cancer, learning disabilities, infertility, and other health issues are allowed in the products we use every day.” Beautycounter’s ingredient selection process is the strictest in the industry. The company has banned more than 1,500 ingredients, setting a new health and safety standard. “All while ensuring the products perform and that they’re as indulgent as any brand on the market,” adds Cunningham. Beautycounter Consultant Jodie Cunningham, RN-BC, CCM, can be reached at 505-238-8829 or by visiting

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Beautycounter Consultant Jodie Cunningham, RN-BC, CCM, can be reached at 505-238-8829 or by visiting

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