“Not so long ago, the gold standard for beauty brands was to deliver a great product. Now brands are expected to go much further, to stand for something beyond their products. Beauty brands must prove that there is a reason for their existence, one that contributes in some way positively to the environment, to society, or to supporting individual expression.
Our products are natural, organic, vegan, cruelty-free, palm oil-free, sustainable, handmade in the UK and housed in 100% recyclable packaging. We back this up with certification from Soil Association and COSMOS. We say that “natural” is the new “normal” – so let’s stand out from the crowd by going a step further.
We promote inclusive skincare. The beauty industry that we DON’T want to be a part of can make women feel insecure, intimidated or like they are not good enough. Exclusivity is a social sustainability issue in the industry, and people need to see themselves represented to feel engaged and empowered.
As a female-led business, with a predominantly female team, we want our brand to represent skincare for all. We’re body positive, gender-neutral, represent all ages, and encourage diversity in all forms. Our products are modelled by real customers, family and friends and we are passionate about using authentic visuals that are never photoshopped. We stand for authentic, real beauty in its many forms.
Rather than bombarding people with doom and gloom headlines about the scale of environmental issues, we focus on positive change and that we can all make a difference in small steps. Rather than saying 500,000 tonnes of coffee grounds are sent to landfill in the UK each year, we say, each of our face scrubs rescues the equivalent of four espresso shots from being discarded. It’s tangible, it’s uplifting, it makes you feel good, it’s something to be proud to support.
We began our journey collecting coffee grounds from one coffee shop, we now collect from hundreds of coffee houses across London – our list is always growing!
Our palm oil-free soaps are made with residual chai spices leftover after making chai syrups.
The UK produced 23,000 tonnes of fruit stone waste in 2012 alone, so we knew something had to be done there too. So… we released our “fruit stone range”, within which each product is made with the powder of a different discarded fruit stone. Nothing is safe from being UpCircled – only our imagination can limit us! Next up, we’re saving flower petals from florists and wedding venues!”
Visit the website at www.upcirclebeauty.com
Visit the socials @upcirclebeauty