Women should NEVER have to sacrifice safety in the name of beauty.

After getting really sick, I changed my diet and lifestyle to remove toxic and refined foods from my diet.  It made a lot of difference in how I felt, but I had never given much of a thought to what I was putting on my skin.  I used a combination of regular "drug store brand" cosmetics and a few higher end beauty products.

I was pretty happy with what I was using.......but I had NO idea that what I was putting on my skin might be dangerous to my health.

I found out otherwise.

In fact, most of the ingredients in personal care products have NEVER been tested for safety.

Basically, your skin is your LARGEST organ, and what you put on your skin might go right to your bloodstream without having the liver's filtration system to help your body deal with it.

Anyhow, at one point, my eyes were opened and I realized that I needed to make a change.

I Needed to Make a Change

Gradually I started getting rid of my toxic products and began making many of my own personal care products, including DIY Eye Makeup Remover, Hair Spray, and Body Wash.

But making my own makeup?

Seriously I have the ingredients to make my own foundation in a closet, but they've been there for years.  Plus, even if I could make a good product, I don't always have time to make things---and even DIY color cosmetics can have heavy metals in them.

I tried practically every clean mascara on the market -- and looked like a raccoon by noon.  And foundation?  It's hard to find one that's clean and looks natural.

A gal can only DIY so many things.

So I looked around at safer companies.  I tried several uber natural "all fruit pigment" companies and some that had some "green chemistry," and then safer but not all natural companies.

Who Can You Really Trust?

Well, the green chemistry ones didn't perform like I wanted them to, and the "all fruit pigment" ones?  Well, I found out that 2 of them were lying for sure about their ingredients.  Stuff was in there that wasn't supposed to be.  (insert very angry face here......)

Don't mess with my labels, OK ;)?

Since then, I have found more and more companies with shady dealings regarding their ingredients.

The head of one "organic" and "all natural" company's Customer Service Department literally BLOCKED me on Facebook after I asked some detailed questions about their sourcing! Hmmm...wonder what they were hiding?

Are There Toxic Fragrances In Your Beauty Products?

Yes it's nice to have your beauty products smell good, but--could those scents actually be DANGEROUS?

Here's the deal. The term "fragrance" is a catch all that can be hiding all kinds of things--including phthalates, aldehydes, and more.

And many of these "fragrances" are neurotoxins and endocrine disruptors.

You can read more about this messy situation in my post about Dangers of Fragrances.

Over the years, I've contacted many companies to get more information about the terms "essential oil blends" and "natural essential oil fragrance" and other such ingredients on their labels.

And sometimes, well--the answers just weren't that clear.

Once even had a SEVERE reaction to hair products that supposedly had "essential oil blend" on the label. 

I contacted them and--get this, they admitted that the "essential oils are blended with other things."

The "other things" (that were not disclosed) sure caused me to have a bad reaction.

I NEED companies that I can trust.  And products that REALLY WORK.

I found that in Beautycounter.

Beautycounter - Safe Beauty

Their products are lovely, they are transparent, they have no toxic fragrances, they test for heavy metals and pesticides, and they have a great business model.

Before I share my favorite products with you, here are some things you likely don't know about the personal care industry....

Did you know......

  • The US has not passed a federal law regulating the cosmetic industry since 1938 (update--mostly due to Beautycounter's hard work, they finally did in 2022!)
  • The Food and Drug Administration does not require that cosmetics ingredients or products be approved before they go on the market, and FDA has no power to recall a product from the market
  • The European Union has banned nearly 1400 ingredients from cosmetics and personal care products
  • The US has only banned or restricted 30 ingredients from cosmetics and personal care products
  • More than 85,000 chemicals are registered for use in commerce, and about 10,500 are used in the cosmetics industry
  • Women use an average of 12 personal care products containing 168 ingredients every day
  • Men use about 6 personal care products containing 85 unique ingredients every day
  • Teenage girls use an average of 17 personal care products a day
  • Scientific studies over the past 40 years have suggested that exposure to toxic chemicals plays a role in the incidence and prevalence of many diseases and disorders in the US
Beautycounter Concealer Pen

Unbelievable, right?!

First, go to the Environmental Working Group and see how YOUR personal care products and makeup rate for safety.  Some of mine were terrible!

The higher the number, the more dangerous the products.

Then go here to read the Never List -- the list of ingredients that will NEVER be in Beautycounter's products.


Beautycounhttps://wholenewmom.com/BCter, has banned more than 1,500 ingredients setting a new health and safety standard— all while ensuring their products perform, and that they're as indulgent as any luxe shampoo, lipstick or oil in the market. I didn’t only fall in love with Beautycounter because their products are safe and high performing, but when possible, I want to work with companies that are working towards real change. Beautycounter is dedicated to making changes on the legislative level and creating a safe skin care movement.

They are taking action in Washington and working to reform the current laws, in hopes that other skin care companies will follow their strict safety guidelines. They also work very closely to support 3 non-profit organizations that are doing great work to reduce our amount of chemical exposure. For your convenience, you can go here to print out your own "Carry With You Never List" for easy reference when shopping.

It’s time to change your skincare and beauty routine.

Watch this short video to learn why I am so proud to be a part of this company.

My Favorite Beautycounter Products

I could list more, but here are my favorite Beautycounter Products and why I love them:


I've tried a lot of foundations.  Most are the wrong color, or they are too thick or so light that I shouldn't even bother.

Beautycounter's Skin Twin is just right (yes, even Goldilocks loves it!) Just enough coverage without being overdone AND it has nourishing ingredients like hyaluronic acid to actually make your skin healthier as you wear it!


Mascara is another toxic product of mine that had to go. I was using a "pseudo waterproof" mascara that was, well -- not rated well in terms of its ingredients.  I'd tried literally every mascara on the market, but all of them left me looking like a raccoon by noon.

Beautycounter's Mascara is gorgeous. Super lengthening and so pretty. Mascara is a toughy, though--it works amazing for some and not for others, but I highly recommend you try it because it's for sure safer than most out there.


Their Concealer has saved me so many times.  I struggle with dark circles, especially during allergy season--but with this they are so much better! 

Once I had a black eye, and their former concealer saved me from being a hermit 'til the bruise went away.  I literally spent almost an hour trying to cover it up one day and then my son reminded me about the brushes I'd just bought.

Seriously--it's cover up PERFECTION!


This skincare line is literally the best skincare I have ever used--and I have used a lot.

It's not cheap, but I am verrrry good at stretching things like this out. Feel free to ask me for additional tips, but one thing I do is to use just enough to get the job done. If a label says to use 2-3 pumps, I try to make it work using just one!

If you want to just get the powerhouses in this line, try the Serum and the Tripeptide Supreme Cream.

Note - the Countertime line can be a bit strong for some (my sensitive skin loves it, however) so if that's you, you might want to try the Countermatch line that restores the skin's barrier. I once had very damaged dry skin from another line of products, and Countermatch restored me almost overnight.


The perfect spot treatment for blemishes, plus a great overall weekly treatment to balance out your skin and help prevent breakouts. Our oldest really likes it for his occasional outbreaks.

I also love their Charcoal Bar for this same reason.


These pencils not only look great and are made from MUCH safer ingredients than most on the market, but they are a GREAT value. I recently had a friend tell me that she thought they were overpriced since the one she had been buying was $4 less. I pointed out that the Beautycounter Eye Pencil is THREE times the size of that supposedly "better" value!

Just like with the mascara, you will want to warm this in your waist or bra so that it applies smoothly, particularly in cold weather!


I have never found lip colors that worked well for me until I found Beautycounter. They are just gorgeous colors and they truly look good on just about everyone.

Their Sheer Genius Conditioning Lipsticks are a light touch of color. The Lip Glosses are of course tinted glosses. I love every gloss I have tried. My favorite Lip Colors are Twig, Petal, and Rosewood (Twig is GORGEOUS as well as an award winner.)

3 ways to get involved with Beautycounter

Become a customer and start swapping out your beauty products and cosmetics to safe, non-toxic versions from Beautycounter.

Consumer demand WILL change the marketplace.


** Make sure to select Adrienne Urban as your consultant when checking out!**

Your $29 Annual Membership Includes:

10% back in product credit to be used on future purchases

Free shipping off all orders of $100 or more

 Free Welcome Gift with your $50 purchase (gift varies each month)

Exclusive product offers

JOIN the Band of Beauty HERE

*Make sure you select “Adrienne Urban” as your consultant.

How To Become a Beautycounter Consultant

I'd LOVE to have you on my team. You get a great discount 25% off (or more) your own orders (on almost everything) and you get the opportunity to earn additional income by educating others about the skincare industry and making safer choices. Join me and become a powerful voice for change!!

You can work as much or as little as you like!

Here are some great things to know:

Beautycounter does not require that you spend a minimum amount on products every month and the start-up fee is as little as $50 (which I can help you earn right back!).

Reach out to ask me any questions at adrienne@wholenewmom.com.

This is really a great time join Beautycounter!

We are growing fast and more and more great products are being added all the time and the company is gaining so much popularity as a front runner in the Clean Beauty business!


Here's how to Join:

Start Enrollment

Click this link and enter your email and other required info to create your account.  It will say Choose a Mentor and will give you an option that should default to "Adrienne Urban." If it doesn't, click "Select a Different Mentor" and enter "Adrienne Urban" in the first and last name section.

Add your Enrollment Kit

Purchase the $50 digital kit.

3  Product Selection:

You can then choose to add one of the special Enrollment Product Packages to your shopping cart. These are deeply discounted, but not required. Alternatively, you can also shop a la carte and enjoy 25% off immediately. I always recommend buying some product if you are new to Beautycounter, or adding some products to what you have already.  Having experience with the products is the best way to share authentically with other.

Complete Enrollment

Finish the enrollment page and place your order.

Beautycounter products

Don’t spend another day putting "who knows what" on your skin.

Start your NEW safe beauty routine now!

Beautycounter is making beauty safer.

For everyone.

Come join me any way you like--and be part of the movement.