er . ▁Beaut yc ounter ▁released ▁nine ▁products ▁in ▁March ▁ 2 0 1 3 , ▁including ▁fa cial ▁cle ans ers , ▁eye ▁cre ams , ▁and ▁sh am po o . ▁The ▁company ▁launched ▁as ▁a ▁direct ▁ret ail ▁brand ▁and ▁s ells ▁through ▁its ▁website , ▁independent ▁consult ants ▁and ▁ret ail er ▁partners hips ▁including ▁J . C rew ▁and ▁the ▁Target . ▁The ▁company ▁partners ▁with ▁Canadian ▁health ▁advoc acy ▁organization ▁Environment al ▁Def ense . ▁In ▁ 2 0 1 4 , ▁Beaut yc ounter ' s ▁lip ▁she er ▁in ▁tw ig ▁was ▁recognized ▁with ▁one ▁of ▁All ure ▁magazine ' s ▁Best ▁of ▁Beaut y ▁awards ▁in ▁ 2 0 1 4 , ▁and ▁their ▁de w ▁skin ▁t int ed ▁mo ist ur izer ▁was ▁given ▁the ▁award ▁in ▁ 2 0 1 5 . ▁Beaut yc ounter ▁became ▁a ▁found ing ▁member ▁of ▁the ▁non pro fit ▁Environment al ▁Working ▁Group ' s ▁ver ification ▁program , ▁which ▁a ims ▁to ▁help ▁make ▁consumer ▁goods ▁that ▁do ▁not ▁contain ▁to xic ▁ing red ients ▁easily ▁ident ifiable ▁for ▁consum ers . ▁▁ ▁In ▁ 2 0 1 6 , ▁Beaut yc ounter ▁launched ▁its ▁first ▁line ▁of ▁mas c ara . ▁At ▁its ▁launch , ▁the ▁company ▁don ated ▁$ 1 0 0 , 0 0 0 ▁to ▁global ▁non pro fit ▁Girl ▁Effect . ▁Later ▁that ▁year , ▁All ure ▁recognized ▁Beaut yc ounter ' s ▁L ength ening ▁M asc ara