Sam [bythecounter] is a Skincare Blogger in the beauty and skincare community who has a gritty, fact based style.

His no BS approach and text heavy statics empower the consumer to make educated decisions that are aligned with what they value.

Sam is also well known for his popular Top 10 Trending series.

We had the opportunity to ask Sam some questions.

I'd love to hear more about the name and where your skincare obsession started!

“My obsession started with having acne in high school.

Not chronic, but enough to where I was self conscious about it. I tried a few of the classic brands at the time like Clean & Clear but that felt very utilitarian.

I got my first job just before my 16th birthday and headed to the Clinique counter to see what a more high end brand could offer.

Hence my name, by the counter, is me at the Clinique counter. A nostalgic throwback.

The reps at Clinique wore lab coats, the brand felt more modern, more unisex, especially at a time where skincare wasn't a social thing.

And it wasn't considered "normal" for men to use products like that.

They introduced me to skincare steps, what proper cleansing was, what toners and masks were. The rest is history.”

Has there been a hit worth mentioning in 2024 yet?

“Haha, I think we're still waiting for the first hit of 2024.”

What has been the biggest flop?

“Lots of flops -

Kim K using a tanning bad was especially bad.

But, I have a real problem with derms and other doctors speaking outside of their training-

Or making quick little reels for engagement and views, without bothering to verify the information they're sharing.

It's unfortunate because doctors gain automatic trust from authority bias, but some of them don't treat that trust with any level of respect.

Some doctors are literally just influencers in scrubs and do not care what they say or promote.”

What 3 ingredients should we have our eyes on?

“Ectoin and urea are the two ingredients that I have my eye on - both have been used for ages, but will definitely gain significant popularity in 2024.

Both do great things for general skin hydration and barrier support, but extend to helping actual skin issues like eczema (ectoin) and psoriasis (urea). Depending on levels and formulation.”

“I also like to see an ingredient complex called Aquaxyl appear in products, or really any type of sugar alcohol like sorbitol or xylitol. Microbiome is still a developing field and will probably keep getting more attention.”

What brands/products are looking at promising releases this year?

“Two of my favourite brands, a small indie brand from Canada called build (skincare), and Naturium, both have some exciting newness coming up this year.

And I think Dr Sam Bunting has hit a home run with the recent release of her Flawless Moisturizer Intense - this features both Ectoin and Aquaxyl amongst other things.”

What skincare trend do you want over ASAP?

“As an overall industry trend, I hate the concept of clean beauty.

It is entirely nonsensical and is a vehicle for marketing crossed with fear mongering not based in any kind of reality. 

As far as social media trends, skin cycling is particularly frustrating because it encourages people to use a lot of products infrequently.

The truth is, most people are going to need to use retinoids regularly for the results they want. And some people are going to need to use acids daily for the results they want.”

What trend are you happy is on the rise?

“I'm happy that barrier repair took hold and everyone has become aware that protecting their skin is the number 1 priority.”

“Even though a healthy barrier is not a trend, the awareness of what that actually means has helped people navigate products and has made some "boring" ingredients popular again.

That might sound contradictory since I said above that some people need to use acids daily.

But, I think the right strength for the right skin concern is actually a tool for barrier repair. It's the everything and anything approach that's the problem.”

Thanks for letting us pick your brains Sam! We always enjoy your insight.

You can find Sam’s socials here, at @Sambythecounter.