How Greg Renfrew built Beauty Counter into a $1 billion brand using an army of 60,000 sales representatives, then lost control after selling to private equity, bought it back from foreclosure for pennies on the dollar, and relaunched as Counter. A story of ambition, loss, and radical resilience. Greg avoided overfunding on retail expansion during the dot-com boom, learning that "growth at all costs" destroys businesses when markets shift unexpectedly.