By  on March 7, 2013

Beautycounter is as much about what’s out of its products and distribution network as what is in them.

Launched earlier this week, the brand is based on the promise that there won’t be anything in its products that’s linked to cancer, reproductive harm or cell damage. They don’t contain 1,300 chemical ingredients banned in the European Union for cosmetic use and 11 that are banned or restricted in the U.S. — and they leave out fillers that don’t serve a clear purpose.

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