With more and more people becoming more and more health conscious about what they are putting into their bodies, cleaning their homes with, and putting on their skin, it’s no surprise that Beautycounter is the #1 trending beauty brand of 2018. The days of high end, big name brand beauty products are dwindling (in my opinion). Beautycounter has a mission to provider “better beauty”, aka, safe, non-toxic skincare and makeup. “Indeed the brand has helped set the bar for what passes as “clean,” taking the FDA’s ban or partial restriction of 30 chemicals used in beauty products and upping the ante by nearly 5000% percent. But that was just the start.” (Stalder, 2018).