This Is How You Start Over Stronger: A Reinvention Masterclass | Gregg Renfrew

Rich Roll

Dec 8, 2025

Episode description

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 ✌🏼🌱 – RichThis 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/seedxrrp2025WHOOP: 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/sponsorsLISTEN / SUBSCRIBE TO THE PODCASTApple Podcasts: http://bit.ly/rrpitunesSpotify: http://bit.ly/rrpspotifyGoogle: http://bit.ly/rrpgooglepodsMeal Planner: http://meals.richroll.comVoicing Change Book: http://richroll.com/vcClips Channel: https://www.youtube.com/c/RichRollPodcastClipsNewsletter: http://bit.ly/rollcallemail00:00:00 Intro00:01:17 Picking Up the Story: Post-201900:03:25 Decision to Sell Beauty Counter00:05:03 Post-Sale Challenges & Leadership Change00:07:36 CEO Transition & Cultural Clash00:10:44 Commission Structure & Ulta Deal00:13:17 Community Impact & Brand Dilution00:16:49 Foreclosure & Greg’s Return00:22:48 Buying Back the Company00:25:22 Layoffs & Public Backlash00:28:07 Letting Go & Shutting Down00:30:26 Rebuilding & Self-Care00:32:21 Sponsor Break00:35:03 Identity, Ego, and Healing00:38:45 Reimagining the Brand: Counter00:40:42 Dropping “Beauty” – The Counter Rebrand00:44:10 Clean Beauty & Regulatory Landscape00:49:16 Consumer Awareness & Misinformation00:54:16 Chemicals of Concern & Labeling00:58:22 Rebuilding Trust with Community01:00:53 Counter’s New Business Model01:02:54 Technology, Community, and Personalization01:06:57 Sponsor Break01:08:15 Leadership Lessons & Gratitude01:14:38 Challenges of Relaunching01:18:57 Lessons on Selling a Company01:22:20 Profitability Over Growth01:26:23 Women in Entrepreneurship01:30:29 Advisors, Inspiration, and Learning01:35:11 Work-Life Balance & Non-Negotiables01:37:07 Practical Clean Beauty Tips01:40:25 Advocacy & Future Efforts01:42:53 Final Reflections & HopeCONNECT 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/richrollThanks 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/vegansglamI LOVE MAIL! SEND IT HERE:2630 Conejo Spectrum St.Thousand Oaks, CA 91320#richroll #richrollpodcast

Mindsip insights from this episode:

Question product safety assumptions and demand testing for chemicals

Less than 10% of the tens of thousands of chemicals introduced into commerce have ever been tested for human health safety, so products are assumed safe until proven harmful.

#safety

#testing

Avoid harmful spray sunscreens to protect health and coral reefs

Avoid spray sunscreens containing oxybenzone and avobenzone, as they are not only killing coral reefs but are also harmful to your health.

#environment

#sunscreen

Clarify 'clean' standards to combat beauty greenwashing

The term 'clean' in beauty has become meaningless as large retailers create their own inconsistent and self-serving standards, which ultimately confuses the consumer.

#sustainability

Choose fragrance-free products to avoid hidden toxins

If you only do one thing, choose fragrance-free products, as 'fragrance' is a trade secret that can hide some of the most offensive chemicals like phthalates.

#phthalates

#toxin

Address chemicals harming male fertility and sperm quality

The chemicals in everyday products that wreak havoc on our endocrine systems are a serious problem, with statistics suggesting as much as 40% of male sperm is now defective.

#fertility

#toxin

Let go of the old to reinvent effectively

To truly reinvent something, whether a business or a personal habit, you must first let the old version completely die to create the space for it to be reborn in a better way.

#personal-growth

Reject beauty myths and embrace natural aging

The beauty industry profits by convincing you that natural aging processes like wrinkles are problems, but no cream is going to be a fountain of youth.

#aging

#skin

Expose preservative-free loophole in product labeling

Products can be labeled 'preservative-free' because manufacturers pre-preserve the raw materials before mixing them, a loophole that hides the product's true composition.

#affordability

#risk

Detox your home by reducing chemical exposure

You can easily reduce your daily chemical exposure by taking shoes off at the door, washing floors with water and vinegar, and never storing or microwaving food in plastic.