Jessie Wales Communications has been appointed to handle the launch and UK PR and Communications for health and beauty retailer Counter Culture. Counter Culture Store is passionate about working with and supporting sustainable and ethical brands, believing that conscious consumption is the way forward. The retailer stocks hundreds of established brands such as Juice Beauty, Trilogy, Medik8, Faace, Olaplex, Dr Lipp, Centred, Evolve Organic Beauty, Upcircle, Kri Skincare & Luxe Botanics to boutique brands such as Arganic, Balmista, BAO Skincare, Fighter Shots, Holistic London, Kind2, Perl Cosmetics and Wildtree Skincare.