You ever have someone slide into your DMs tell you about this new protein shake, the diet-plan you should follow, a health challenge you should join, skincare that you need or about makeup that is natural and doesn't suck... and you immediately shut down? Yeah, me too. 

In fact, in my quest to find more natural makeup, I refused to try Beautycounter because of those said DM's. Then, I gave in. I jumped on their website so that no consultant would know I was purchasing and I placed an order... what happened next was unexpected. I actually liked it, even when I didn't want to. 

I spent 90 days testing out four different brands of natural make up, I returned items, threw away a few, and tried all the things in order to figure out what really worked and what could replace the department store crap I've been using for the last few decades of my life.

Enter: Beautycounter

I wanted to hate it. I refused to try it. I ordered it secretly. I put it to the test. I am converted forever.

the clean beauty journey

I'm a 31 year old, small-town Minnesota girl who is imperfectly leading women to chase their biggest dreams and I share my favorite things along the way - the ones that changed my life - like this...

I'm not a make up artist or a cosmetologist but I am someone who struggled in my journey to motherhood and started to learn the importance of clean products and how they impact our health.

I’m Jenna Kutcher. 

Ready you join me?

After our second miscarriage, I hired a fertility doctor and she started asking me about the products I use. I had never thought about my beauty products. 

I panicked and threw everything away and began my hunt for things that I loved and that worked. That hunt has lasted 2 years and I'm finally sharing my faves.

After 3 years of struggle, we finally welcomed our baby, into our world. We use all natural products for her... and us, too. 

It can feel intimidating, expensive, and frustrating to make the switch. My hope? To make this easy and encouraging for you.

Natural Beauty? Huh? 

Why now? What changed?

Will you make the switch, too? 

I'll be honest, before our miscarriages, I didn't really care what chemicals were going on or in my body, but once I started to really dig into things, I was shocked. I had this belief that natural stuff just couldn't work as well and a fear of ditching the products I was raised on.

As I slowly transitioned, I became obsessed with reading labels, knowing that I was treating my body with the ultimate respect and I started to fall in love with the natural scents, the feel of the products, and the way I felt when I used them. Consider me a completely converted skeptic.

clean beauty

My Personal Experience

My journey towards clean beauty



Order one simple package, customized to your wants and get started on your journey to cleaner living. Here's what you'll get: Hydrating Foundation or Tinted Moisturizer, Touchup Skin Concealer Pen, Brow Pencil or Brow Gel, Mascara, Satin Powder Blush, Lip Gloss... everything you need to begin.

Friend, meet flawless in 5


Flawless is 5 minutes with 6 safe products.

Meet: The best place to begin

It's totally normal, when you're making a big change in your life to feel completely and utterly overwhelmed. It's new, it ain't cheap, and maybe you're not sure where to start or how to even begin? don't worry, I was there, too. I've got you covered with "flawless in 5."

Feeling Overwhelmed?

the list of nevers

Beautycounter is powered by people, and their collective mission is to get safer products into the hands of everyone. Formulate, advocate, & educate—that’s their motto for creating products that truly perform while holding themselves to unparalleled standards of safety. Why? It’s really this simple: beauty should be good for you. 

There are more than 80,000 chemicals on the market today. Many don't have any safety data. This is particularly true of those used in the skin care and beauty industry.

A movement where the future of all beauty is clean beauty. 

The promise

The research

The Never List™ is made up of more than 1,500 questionable or harmful chemicals that they never use as ingredients in our products. This includes the over 1,400 chemicals banned or restricted in personal care products by the European Union, plus additional chemicals screened by Beautycounter and found to be of concern.

The Food and Drug Administration (the agency that regulates cosmetics in the United States) does not have the authority to remove harmful ingredients from the products we put on our bodies and on our kids' bodies every single day, day after day.



The promise

When you pick up a Beautycounter product, you know that the ingredients in the moisturizer, lipstick, or shampoo you hold have been rigorously screened as part of their Five-Step Ingredient Selection Process. But did you know that your dollars are also contributing to cutting-edge research that will lead to even safer personal care products across the industry?

Because their commitment is to translate the science and decipher the lingo, so you can feel confident about making safer choices.



When I started to get serious about looking at the labels, I was shocked to realize I couldn't pronounce most of what my body was ingesting through my skin. My eyes were opened but I couldn't just stop there, I had to start sharing what I was learning so that you, too, could read labels with confidence.

Have you ever spent some time reading the ingredients on the products you're putting on your skin? Lemme remind you: your skin is your largest organ... 


Want to learn more?


How to get glowing skin without harsh chemicals


My top-picks for all-
natural make up

3 Tips for Transitioning to 
a Natural Deodorant


A How-To Guide to Oil Cleansing


Natural beauty can be confusing, that's why we write about it.

I got you covered

Sharing is caring, when you purchase Beautycounter through my site linksI get an affiliate commission -- which is like, the BEST, because then I can buy more of my faves and keep sharing them with you. 





|    Legal