Beautycounter Makeup Swaps: Alternative Dupes If You Can’t Find Your Favorite Cosmetics

Posted on September 29, 2024

Why do we need Beautycounter Makeup Swaps? Well, if you haven’t seen the flurry of news, Beautycounter closed its doors after mismanagement by private equity. They re-opened as Counter, and I’m not interested in supporting the same owner who allowed the mistreatment of so many employees, affiliates and customers.

In my Enneagram 8 Solution-Oriented Mama Bear mode, I have been testing and found Swaps that I love just as much (if not more) than my original Beautycounter favorites. And, in most cases, it’ll save you money!

Before you ask, yes – I looked into that brand.

I tested SO many different brands – essentially anything I could find that would be easily accessible via Sephora, Ulta, and Amazon. I cross-referenced with EWG’s Skin Deep database for safety ratings.

Something to consider is that while makeup sits on your skin after skincare, it’s actually even more important to use non-toxic and safety-tested products, because sprays and powders can be absorbed 120x more than topically. When buying makeup, my first choice is always cream – unless the brand is performing heavy metal and contamination testing.

read article & sources here

While I found a number of brands that met my safety standards, unfortunately the products I tested by some of the popular “clean beauty brands” just did not hold up in wear tests for my own preference and personal standards (Tower28, Ilia, and Kosas for example). Hence, yes I tried it – and no, I don’t recommend it.

Partnering with Beautycounter was more than a job, it was community, it was my values, and it was a means to help you and those unable to access safer products through legislative change. And while nothing can every replace Beautycounter, I know we all need solutions with other clean beauty products that perform. I hope these recommendations help you find products you can love using just as much.

What to get?

Here is what I can suggest for the most popular Beautycounter cosmetic products:

If you loved the Brilliant Brow Gel,

I’ve kissed a lot of frogs on this one to find an even better replacement. As someone with big bold brows, I want a brow gel that can keep them in place without getting “sticky”. I want the gel to fill in gaps but not get too dark in other areas. And I want color coverage on my ~~greys~~ blonde brow hairs.

Given all that, I’ve found 3 clean options for you:

Merit, which is most like Beautycounter but not my personal favorite. I find their formulas just aren’t long lasting and at the price point with an EWG 3 it’s not the best. But, it is the closest match for you ride-or-die lovers. Current price: $32, shop here

I also really like Wunderbrow Fix It Clear Eyebrow Gel (then you can fill in with an eyeshadow to color match), Current price: $13.99, shop here

But my favorite tried and true is from Jane Iredale. The Julep Brow 101 Sculpting Pencil & Tinted Brow Gel Set has a double-ended pencil and fiber-rich gel that not only adds a bit more volume and color to your brows, but helps it stay in place longer. Current price: $22 shop here

If you loved the conditioning Lip Sheer,

Try Honest’s Beauty Tinted Lip Balm. It is EWG Verified and helps keep lips smooth and moisturized all day. Swipe on for nourishing sheer color that locks in hydration with Antioxidant-rich Acai Extracts + Avocado Oil. Dermatologist Tested, Physician Tested, Cruelty Free, Vegan

Current price: $7.00, shop here

I also really like the LAWLESS Women’s Forget the Filler Lip Plumping Line Smoothing Tinted Balm. I wear Pink Marshmallow all the time either on it’s own for a slight pink tint or with lip liner. More about this brand below, but anything I’ve tried from them I’ve loved. Just check EWG first because not all items are EWG green.

Current price: $26, shop here

Lawless Pink Marshmallow with Bite lip liner crayon (discontinued)

Jane Iredale

Before Beautycounter, I used Jane Iredale. My friend Hayley who had been a professional makeup artist for high-definition television recommended it as a clean option, and they’ve been expanding their options ever since. With equal parts premium ingredients, skincare benefits, and no-fade performance, Jane Iredale launched a first-of-its-kind skincare makeup hybrid that revolutionized the beauty industry. You may not have heard of it because it’s a “professional” brand, but it’s accessible in local salons or you can grab it directly from their site or even on Amazon.

If you loved Creamy Concealer,

Try the OG I used back in the day, Jane Iredale CircleDelete Concealer (the duo that diminishes appearance of dark circles and softens fine lines). An eye conditioner and concealer containing moringa butter and avocado oil, both high in vitamins A, C, D and E. Contains green tea extract, a potent antioxidant for healthy skin. Includes two colors for perfect color matching.

Current Price is $36.00, shop here

Or, try the one I’m using now, Jane Iredale Enlighten Plus Under-Eye Concealer (brightens and depuffs with a soothing tip, full coverage and SPF that smooths skin texture and corrects fine lines). Broad spectrum (UVA/UVB) sun protection that smooths, depuffs and protects for brighter, youthful eyes. Curved design contours to the eye and won’t tug on delicate under-eye skin. Squeeze tube allows for easy dosing &smooth application.

Current Price is $40.80, shop here

If you loved the Beautycounter’s Eyeliners

Try Jane Iredale’s Mystikol Powdered Eyeliner. I have actually been using this for years and LOVE it. A water-resistant crease-proof cream to powder formula with a built-in brush can deliver either a precise line or a smudged look. Easy to create a stay-all-day smoky eye in seconds. Coco glycerides help to smooth product effortlessly and gives staying power.

Current Price is $23.40, shop here

If you loved the Lid Glow Cream Shadow,

Try Jane Irdale Eye-Shadows in 10 curated shades. These versatile cream-to-powder eye shadow sticks shade, highlight and define eyes with ease for limitless looks.Skin-loving ingredients support skin hydration and improve glide on skin. Adheres to skin and sets quickly for long-lasting smudge-proof wear.

Current Price is $23.80, shop here

If you loved Skin Twin Foundation,

Another I’ve been using for years, Jane Iredale PurePressed Base Mineral Foundation is hands-down the best foundation I’ve found for full coverage in a clean flawless finish. I love using a BB Cream (see below) and then spot-treating any needed areas with this powder. Think: an eye shadow brush on a blemish or a big fluffy brush on rosacea cheeks – it COVERS. Made from micronized minerals, oil free and weightless. Refillable compact.

Current Price is $66, shop here

If you loved the Mattifying Powder,

Try Jane Iredale Amazing Finish Powder. Sweep on this airy mineral foundation for a luminous sheer to medium coverage that feels like silk.Designed to provide a smooth, matte finish, this powder is suitable for all skin types. Apply with Powder Brush all over the face blending well.

Current Price is $37.40, shop here

Lawless, the new-to-me favorite

The brand you haven’t yet heard of, but is about to blow up. The packaging is fun and it’s won several Allure Best of Beauty awards. Honestly I didn’t think it could possibly be actually clean when I saw it in store because it feels so high-end. But in fact it rated better than many of the brands known for being clean!

Founded by Annie Lawless. In a world of no-makeup, makeup, Lawless is Yes-Makeup, Makeup! Products are developed so that they exceed the highest standards of makeup performance while also benefiting your skin. Lawless products are infused with a balance of the most efficacious concentration of clinical-grade skincare and the highest quality pigments, possible.

If you loved the original Matte Bronzer or these cream ones never released to the public,

Try LAWLESS Summer Skin Talc-Free Velvet Matte Bronzer. I love Golden Hour, an Ultra-Milled Silicone-Free Formula Designed to Blend Seamlessly into the skin for a natural sun kissed look. Also comes in a darker color, Blazed.

Current Price is $38, shop here

I also use the Pomifera Tone: Bronzer & Contour in Sun Kissed. I find myself grabbing this more in warmer weather when the cream melts into the skin better and my face already has a natural sun-kissed glow. If you want natural and not a bold impact, this one is perfect.

Current Price is $28, shop here

I’ve been using and loving this for so long, but I went to get a replacement and it appears it’s no longer being made. The horror! I just ordered these for myself to try:

Saie Sun Melt Natural Cream Bronzer in Fair Bronze, and
BASMA The Soft Matte Talc-Free Blurring Powder Bronzer in Light

If you loved the Cheeky Clean Blush in Cider

Try LAWLESS Pinch My Cheeks Soft-Blur Cream Blush in Angel. Achieve a healthy, seamless blend with this creamy, talc-free blush seamlessly blends into the skin, imparting a cloudy finish that never looks powdery or cakey. Indulge in the bounciest, velvetiest texture you’ll love. With superior blendability, it seamlessly melts into your skin without any patchiness, allowing you to layer, build, and blend without disrupting your makeup.

Key Active Ingredients: Green Tea Extract is an antioxidant that protects the skin from free radicals and energizes the skin for beautiful radiance. Hybrid Elastomer Microsphere Powder is a high-performing powder that provides a soft-focus finish with a creamy, velvety-soft, cushiony feel.

Yes, they have lots of other colors, this is the one I tested and color matched for.

Current Price is $29, shop here

If you loved the Cheeky Clean Blush in Chai,

Instead of Lawless you could also try Nudestix Nudies Bloom Dewy and Radiant Cream Blush 3-in-1 All Over Face Colour For Cheeks, Eyes and Lips w/Blending Brush in Bare Back. I find myself reaching for this blush most often, the stick is so convenient and easy to blend with the included attached brush. The multi-tasking balm creates a soft, matte cheek blush as well as natural eye and creamy lip for an easy on the go makeup look.

Yes, they have other colors, this is the one I tested and color matched for. And, for what it’s worth, it’s become a viral sensation in the years I’ve been using it. It’s now VERY hard to find! I just grabbed two from Ulta when I found it in stock.

Current Price is $33.25, shop here

Shaklee Makeup Favorites

I have found a brand I’m proud to introduce you to: Shaklee. It is like New Balance and Stanley: the OG in penultimate reliability; HUGE product list that aligns to a non-toxic approach, and is so synergistic with Beautycounter values. With modern upgrades, it’s just like the dad shoe that has now become super cool.

All items below are EWG Verified skincare and have been tested against 350 contaminants.

If you loved Dew Skin Tinted Moisturizer,

Try Shaklee YOUTH Activating BB Cream: Perfect your look. A long-wear 5-in-1 beauty balm that can be used under (or instead of) foundation to cover imperfections and even the look of skin tone. The multitasking formula draws moisture to skin, helps reduce the look of fine lines, and defends skin against damaging UVA/UVB rays (SPF 30). Available in 4 shades for all skin tones.

I’m concerned I might be struck by lightening for saying this – as Dew Skin was one of my top 3 holy grail items from Beautycounter – but I like the BB Cream better. It has fuller coverage while still maintaining luminosity. And there is no orange undertint that many clients didn’t love about Dew Skin.

If you loved the Think Big All In One Mascara,

Try Shaklee YOUTH Lash Revitalizing and Conditioning Mascara: a 2-in-1 lash conditioner and mascara.
Lengthens, volumizes, and lifts to help create fuller-looking lashes. Specially formulated with our Botanical Complex and Lash Protection Complex, this product also helps strengthen lashes and defend against environmental damage. The innovative 2-sided brush enables you to create volume with shorter bristles and add definition with longer bristles.

This is by far the best clean mascara I’ve ever used. It does not budge when wearing – no transfer! But, it easily comes off with the Gel Oil Cleanser.

If you loved the Beyond Gloss,

Try Shaklee’s Pomifera Glaze Lip Oil: a vegan, moisturizing, tinted lip oil. No, gloss and lip oil are not the same, but what I love is that the lip oil isn’t sticky and is super hydrating. It has the shine of a gloss, the comfort of a balm, and a touch of sheer color. Formulated with a proprietary blend of avocado oil and shea butter and infused with anti-aging Pomifera oil to moisturize, protect, and nourish the lips.

If you loved the Flawless in Five bundle,

Try Shaklee Simpli-5: For the Perfect 5-Minute Face. Everything you need to for an everyday makeup look while caring for your skin. Step 1: Apply YOUTH® BB Cream in your choice of 4 shades. Step 2: Sculpt your face with Pomifera® Tone. Next, step 3: Add lip base and blush with Pomifera Tint in your favorite shade. Finally, step 4: Volumize your lashes with YOUTH Mascara. Step 5: Perfect your pout with Pomifera Glaze, available in 3 colors.

Looking for Skincare Swaps?

Read my article here.

Why do I recommend Shaklee?