Counter Brands, LLC - parent company of Beautycounter - has appointed Marc Rey as Chief Executive Officer, effective February 1, 2022. Founder, Gregg Renfrew, will serve as the company’s Executive Chair and Chief Brand Officer.

Marc Rey joins Beautycounter after most recently serving as CEO and Global Chief Growth Officer of Shiseido Americas. He led a portfolio of global brands, including NARS, bareMinerals, Drunk Elephant, and Laura Mercier, with a particular emphasis on the digital and technological development of the group. Prior to joining Shiseido in 2015, he was Senior Vice President of Coty North America, and President of IDC at L’Oréal USA. “Throughout his career, Rey has demonstrated an ability to scale companies experiencing rapid growth and to operationalize a larger mission,” said Counter Brands in a statement.

"Under Gregg’s leadership, the company has led widespread industry transformation and a movement that continues to gain momentum," said Marc Rey, newly appointed CEO of Beautycounter. "I look forward to working with Gregg to build on the success the company has achieved over the past decade, and to execute a business strategy that will set us up for continued growth and impact in the decades to come."

In partnership with Gregg Renfrew, Marc 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.

In her new role, Renfrew will expand her work on areas that remain critical to Beautycounter’s mission - and to the industry overall - including community engagement and empowerment, brand innovation and awareness, and social mission and advocacy.

"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. Marc is aligned with my ambitious vision for Beautycounter and our continued role in defining the industry’s evolution," said Gregg Renfrew, Founder, Executive Chair, and Chief Brand Officer of Beautycounter. "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."

Beautycounter, a mission-driven, digitally native, clean beauty brand, has experienced a rapid rise since it was founded in 2011, including its most recent USD1 billion valuation as part of its acquisition by Carlyle, in April 2021.