Wendy Martin - Featured in The Telegraph

This week, something special happened - The Telegraph shared the deeply personal story behind Counter Culture Store. It’s a story of loss, resilience, and what it means to start again in your fifties with purpose and conviction.

After losing my husband unexpectedly, I made a decision that changed everything. I left behind a 30-year corporate career and began rebuilding my life - determined to be fully present for my daughters, just 9 and 12 at the time, and to show them that life can, and must, go on.

Counter Culture Store was born from that moment of reinvention — a beauty and wellness platform built to celebrate female founders, sustainable and ethical businesses, and grounded in the belief that age does not define or limit us. It’s about beauty and wellness for everyone, at every stage of life.

When you shop with Counter Culture Store, you’re not just discovering consciously curated beauty - you’re supporting a deeply personal journey of rebuilding and uplifting a community of women doing the same. With 95% of our brands being female-founded or co-founded, chances are you’re helping another woman’s dream thrive, too.

If you’ve shopped with us, shared our story, or supported us in any way - thank you, from the bottom of my heart. It truly means the world.