Beautycounter’s parent company, Counter Brands, LLC, announced effective immediately Ana Badell as Chief Operating Officer, and Patty Wu as Chief Commercial Officer. Both women will report to Gregg Renfrew, Founder and Chief Executive Officer. Beautycounter’s core mission is to provide safer beauty products via its advocacy efforts on updating federal regulations on ingredients.
Launched in 2013 and based in Santa Monica, CA, Beautycounter makes and markets about 150 products across skin care, color cosmetics, advanced anti-aging, kids, baby and personal-care. Items are sold primarily online.
CEO Gregg Renfrew said of the new hires, “We are thrilled to have Patty and Ana join our team to help accelerate the growth and mission of our company. Both women will be invaluable partners to me as we drive our strategic initiatives to the next level.”
At Beautycounter, Ana will oversee Operations, Information Technology, Corporate Strategy, and Social Mission. She was most recently Vice President, Store Operations and Flow of Starbucks. Prior to Starbucks, Ana was Senior Director, Merchandise Operations at Walmart.
Patty joins Beautycounter as Chief Commercial Officer and will lead Beautycounter’s commercial channels, including Retail, Direct to Consumer, Customer Support, Digital Product, and Performance Marketing. Most recently she served as GM of the Baby Division at The Honest Company and Chief Commercial Officer. Prior to Honest, Patty was at Mattel, Inc. in leadership roles that included Group Vice President, Emerging Markets & New Business Models.