If you love discovering beauty and wellness products that feel special – and actually work – Counter Culture Store is your new happy place. Female-founded, independently owned, and stocked with over 180 ethical and sustainable brands (more than 90% female-founded or co-founded), it’s a treasure trove of beauty discoveries worth sharing.
From skincare and makeup to wellness, haircare, home fragrance, and even treats for him, there’s always something new to try.
Beauty That’s All About Confidence
Beauty isn’t anti-age, it’s pro-confidence. Whether you’re exploring skincare, testing bold makeup or adding wellness rituals into your routine to tackle post-partum, menopause or everyday health challenges, everything here is about helping you feel fabulous at any age.
How You Can Discover Your Next Favourite
- 💡 Take the AI-Powered Skincare Quiz to get personalised recommendations (and even negotiate your price!).
- 🎥 Join live shopping shows on social media to see products in action and meet the founders.
- 💸 Share your beauty finds via Social Tip and earn cash rewards for the products you love.
Some New Brands & Products Discoveries I Made
Byroe New York Upcycled nutrient-rich superfoods meets science to create high-performing luxury skincare – great for your skin and helping to reduce food waste. A win-win
Glow Up Skin Patches Transform your beauty routine to celebrity status with Glow Up Copper Peptide Patches. Apparently Jennifer Aniston, who swears by Copper Peptide injections for her timeless beauty. Now, thanks to the innovative transdermal delivery of Hapi Patches you can harness the same by poppig on a daily patch. Patches also available to support Sleep, Mental Focus, After Party (yes hangovers!)
Typebea The haircare range from Rita Ora which focuses on length, strength, growth and loss. Their best-selling Peptide Serum tackles scalp health and hair regrowth. I also loved the look of Kitsch hair perfumes for a quick, lovely refresh.
Loved the look of cosmetics brand Ere Perez with skincare-infused makeup, bold, easy-to-wear colour from Ruby Hammer and the beauty tools and accessories from celebrity make-up artist Donna May London offering makeup bags, brushes, travel mirrors, packing cubes, and more.
There’s a fantastic selection of gifting – from her, for him, luxe, home & fragrance and luxe.
Built by Women, for Everyone
Part of the Buy Women Built movement, Counter Culture champions female founders and independent brands – proving that beauty can be conscious, ethical, and luxurious.
The Founder Story
Counter Culture was powered by resilience and born from loss. The founder turned personal tragedy into a mission to support women and conscious beauty. Read her story in The Telegraph: Mid-life entrepreneurs launching businesses in their 50s.
A Special Treat for Emma Plus Three Readers
💖 Exclusive 12% off your first order with code EMMA12 at checkout.
✨ Go explore, shop, and share your favourites – because great beauty is meant to be discovered and shared!
Visit Counter Culture Store
Thank you for reading.
