Just as with the foods they put into their bodies, beauty consumers are becoming warier of products they apply to their skin, leading to an explosive growth in “naturals.” Now, Santa Monica, CA—based Beautycounter, a direct sales and e-commerce retailer, has announced it has sold more than one million skin care and cosmetic products since launching in 2013. Beautycounter sales have grown 325% year over year since Q1 2014, and the company expects to reach two million units sold by the end of 2015.

“We’re turning decades of conventional thinking in the cosmetics industry on its head in a quest for better beauty, and our growing customer base proves that the market is ready for the change,” said Gregg Renfrew, Beautycounter’s founder and CEO. “When we started Beautycounter, some people were telling us our vision was impossible. Now we’re well on our way to reducing harmful chemicals in people’s daily lives through our expanding product lines.”

Beautycounter has banned more than 1,500 ingredients that are linked to or suspected of contributing to serious health concerns. Examples of ingredients on Beautycounter’s Never List include phthalates, BPA, BHA, formaldehyde and synthetic colors and fragrances. Only 11 such chemicals are currently banned from skin care products in the United States, while the European Union has banned or restricted more than 1,300 ingredients.

As Congress considers legislation that would update federal cosmetics laws for the first time since 1938, Beautycounter’s growing sales are a clear indication that the company is ahead of regulators, and consumers are voting every day for safer products.

Beautycounter says its unique omnichannel sales approach – direct sales and e-commerce – has fueled its growth. More than 8,600 entrepreneurial consultants now sell Beautycounter products through their personal networks around the country. The consultant base has grown 252% since this time last year, and the company is aggressively expanding development efforts in many regions and exploring international expansion.

Additionally, Beautycounter sells directly to consumers through its beautycounter.com e-commerce website. Beautycounter product also are sold through e-commerce partnerships with major fashion retailer JCrew.com and Gwyneth Paltrow’s healthy living site Goop.com, introducing the brand to new customers every day.

In December 2014, TPG Growth, the middle market and growth equity investment platform of TPG Capital, made a significant investment in Beautycounter, helping to fully optimize its omnichannel model.

Expanding Product Line

Beautycounter’s skin care and cosmetics line expansion plays a strong role in its sales growth. In 2015 Beautycounter plans to introduce more than a dozen new products. On May 1, theSanta Monica, Calif retailer introduced Dew Skin Tinted Moisturizer – its first product with SPF protection. Other recently released products include hand wash and lotion, body butter and a range of spring color cosmetics. Many more new products with added functionality targeting new consumer segments will be introduced throughout the year.

Beautycounter’s growth also reflects a shift in consumer demand toward brands that value more than simply maximizing profits. A 2014 Nielsen study revealed that brands with a strong commitment to social responsibility saw their sales increase faster than those without such a commitment. Beautycounter’s B Corporation certification by the non-profit B Lab means the company meets rigorous standards of social and environmental performance, accountability and transparency.