In 2016, Beautycounter launched its first mascara line. Later that year, Beautycounter's Lengthening Mascara was one of Allure's Best of Beauty products in the natural category. In June 2016, Beautycounter acquired the worldwide assets of Nude Skincare, Inc. and Nude Brands, Ltd., Ali Hewson's natural beauty line, from LVMH. As part of the acquisition, Hewson's husband Bono became an investor in Counter Brands, LLC., Beautycounter's parent company, and Hewson became a board member.
