Counter Culture
15% off
Full-price items only
Counter Culture is an online destination where beauty and wellbeing meet purposeful curation. Founded in June 2021 by Wendy Martin and Mark Wisniewski, the platform brings together over 140 independent, female-led brands and aims to make thoughtful choices easier for every customer.
At its core, the brand emphasises transparency, community and impactful action. It offers tools such as a personalised skin-care quiz, clear filters like “easy to recycle” and “plastic-free”, and detailed brand stories to help shoppers make informed decisions.
Driven by the belief in progress not perfection, Counter Culture continuously expands its range to cover men’s grooming, wellness, body and hair care, while supporting smaller brands to scale through its “Investment Ready” programme.
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