• Two days of powerful, business-driving content 
  • 30+ provocative keynote speakers 
  • Product sneak peeks and innovation insights  
  • Impactful activations from experts and leaders
  • Community-building networking opportunities 

Beautycounter was founded in 2011, and the direct to consumer brand set out to transform the beauty industry by creating clean, high-performing skin care and makeup—while fighting to change the laws that control what can and cannot be used in products, so that everyone has access to safer beauty.

Beautycounter’s annual LEAD conference is designed to engage, motivate, educate and recognize their field of 50k+ Sales Consultants; to level-up their business goals, engage with their Consultant community, and leave them feeling empowered to lead the way.

In 2020, Beautycounter entrusted GPJ to take LEAD 2021 to the next level, during a very challenging year. We rose to the challenge. 


As in-person events weren’t possible at the time, we created a 2-day, all-digital program with our client partners, 70% of which was broadcast from the Beautycounter Headquarters in Santa Monica. 

From theme and creative to platform design, management and support, live broadcast and event production to content, graphics and onsite COVID-19 safety management, we dug in and created something truly unique and new with Beautycounter.  

We were even able to work with Project Worldwide sister agency Motive for graphic animation and storytelling. 

The partnership between Beautycounter and GPJ has been built around a shared desire to put the attendee experience first, and has been an open, collaborative and fun relationship to build.

We’re now in the process of planning for a hybrid LEAD program in 2022, and we couldn’t be more excited to continue the journey.