Beautycounter adds to management with two new hires

By

Jennifer Braun

Published
Oct 3, 2019

Clean beauty company Beautycounter is boosting its executive team with two new hires. 
 

Parent company Counter Brands on Wednesday announced Ana Badell as chief operating officer, and Patty Wu as chief commercial officer. They will both report to Gregg Renfrew, founder and CEO, effective immediately.
 
"Beautycounter continues to lead the next generation of beauty though our safer products, sustainability, transparency and community," Renfrew said in a news statement.

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 "We are thrilled to have Patty and Ana join our team to help accelerate the growth and mission of our company. Both women will be invaluable partners to me as we drive our strategic initiatives to the next level."
 
Badell joins Beautycounter from Starbucks, where she was most recently vice president, store operations and flow. Prior to that, she led many operational functions at Starbucks, including chief of staff/director of business operations, global marketing as well as director of global strategy and global supply chain. Earlier in her career, she held a director role at Walmart, as well as at the Hess Corporation. 
 
In her new role, Badell will oversee operations, information technology, corporate strategy, and social mission.
 
Meanwhile, Wu is joining as chief commercial officer, from The Honest Company where she served as GM of the baby division and chief commercial officer. Prior to that, she was at Mattel in various leadership roles, and has also held senior positions at Walmart and The Clorox Company.
 
In her new role, she will lead Beautycounter's commercial channels, including retail, direct-to-consumer, customer support, digital product, and performance marketing.
 
Beautycounter was founded in Santa Monica, CA, in 2013, and has become well-known in the clean beauty space for its innovative skincare products and rigorous Ingredient Selection Process.
 
The brand also campaigns for greater transparency and accountability in the beauty industry and advocates for change in federal regulation.