The Rich Roll Podcast Gregg Renfrew Is Making Counter Moves in Clean Beauty
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Dec 8, 2025 
Gregg Renfrew, a clean-beauty pioneer and founder of Beautycounter, shares her inspiring journey from losing her company to buying it back in just 48 hours. She candidly discusses identity collapse, navigating corporate challenges, and the importance of honesty and transparency in rebuilding trust. Gregg emphasizes the need for industry reform and consumer education while tackling the fragrance loophole and advocating for stricter standards. This engaging conversation highlights humility, emotional resilience, and practical advice for women founders.
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Sale And Early Post‑Sale Challenges
- Gregg Renfrew sold Beauty Counter in May 2021 to a private equity firm at a strong valuation and stayed on as CEO to continue building the brand.
- Post-pandemic shifts in consumer behavior triggered a slowdown that set off a chain of events leading to investor unrest and leadership changes.
Spreadsheet Logic Vs Operational Reality
- Private equity and investors often apply spreadsheet logic that misses complex human and operational realities in consumer brands.
- Arrogance and lack of respect for institutional knowledge can quickly erode trust and damage performance.
Buying The Business Back In 48 Hours
- After foreclosure, Bank of America let Gregg buy the company back for a token amount and she scrambled to raise cash within 48 hours.
- She and her family wired savings and investor support to reclaim the business out of foreclosure.
