Beautycounter Names Ana Badell COO, Patty Wu CCO

Ana Badell

Counter Brands, LLC, parent company of Beautycounter, announced two executive appointments: Ana Badell as chief operating officer and Patty Wu as chief commercial officer.

Both women will report to Gregg Renfrew, Founder and Chief Executive Officer, effective immediately.

Badell joins Beautycounter from Starbucks, where she most recently served as vice president of Store Operations and Flow. Prior to that, she served as chief of staff/director of Business Operations, Global Marketing and director of Global Strategy and Global Supply Chain. Prior to Starbucks, Badell served as senior director of Merchandise Operations at Walmart and head of Supply Chain, Emerging Markets at the Hess Corporation.

At Beautycounter, Badell will oversee Operations, Information Technology, Corporate Strategy, and Social Mission.

Patty Wu most recently served as general manager of the Baby Division at The Honest Company and chief commercial officer. Prior to that, she was at Mattel, Inc. in various leadership roles that included group vice president, Emerging Markets & New Business Models, as well as vice president, GM China Growth Team. She has also held senior positions at Walmart and The Clorox Company.

Wu will lead Beautycounter’s commercial channels, including retail, direct to consumer, customer support, digital product and performance marketing.

“Beautycounter continues to lead the next generation of beauty though our safer products, sustainability, transparency and community,” said Renfrew. “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.”