By  on March 28, 2014

As it celebrates its one-year anniversary, Beautycounter is turning back — or at least, slowing — the clock.

The emerging direct-sales beauty brand that specializes in safe products by avoiding chemicals linked to serious diseases in its formulas has launched Countertime, a collection of seven products priced from $40 to $75 developed to fight the unwanted effects of aging. Don’t call it an antiaging line, though. In keeping with Beautycounter’s mission to empower and support women, the term “antiaging” has been banned from the brand’s Santa Monica, Calif., offices.

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