Even before I tried anything from Beautycounter—the California-based personal care brand focusing on safe, non-toxic products—I had been impressed. In the spring, I interviewed founder Gregg Renfrew for the brand's launch in Canada (they've held it's place in the US since 2013), and learned all about her goal of getting cleaner cosmetics in more people's hands. While the products aren't necessarily natural, they are free of harmful chemicals, and boast chic packaging that wouldn't look out of place at any high-end department store. I also appreciate Beautycounter's transparency on ingredients. Their Ingredients Glossary explains what's in each product, and why (because "scientists shouldn't be the sole ones in a position to decipher the label on a cosmetics bottle"). There's also a "Never List" of the no-no things that you'll never find inside their formulas. So how can the products compare well? Now that I've had t