Following a two-decade collaboration with founder and CEO Gregg Renfrew, Established crafted the newest evolution of Counter. It’s a continuation of her clean beauty vision that blends care with a sense of clarity. The design speaks softly but confidently, communicating a sense of precision and trust that feels both clinical and desirable.

The packaging system is stripped of excess, built around deliberate restraint. Each product, from skincare to color cosmetics, features clean lines and careful spacing that allow the typography to breathe.