UpCircle Beauty

UpCircle Beauty - Zero Waste Cosmetics with Impact and Responsibility

The award-winning natural cosmetics brand from London pursues a unique approach: Instead of wasting new raw materials, byproducts such as organic coffee grounds, fruit peels, or olive pits are reused and processed into highly effective care products.

Natural cosmetics with upcycled ingredients

UpCircle is a pioneer in the upcycled beauty product movement. The salvaged ingredients—such as coffee grounds, fruit peels, and chai spices—are rich in antioxidants and ideal for healthy skin. They are not only sustainable but also rich in antioxidants, vitamins, and natural oils—perfect for healthy, radiant skin. With the popular UpCircle facial cleanser, nourishing serum, and other products, the brand offers an effective skincare routine that combines natural benefits with a zero-waste approach.

All products are:

• 100% natural & cruelty-free
• vegan skincare without microplastics
• dermatologically tested & environmentally friendly formulated

Plastic-free natural cosmetics from the UK

UpCircle also takes a consistent approach to packaging: The products come in recyclable glass jars, aluminum tubes, or FSC-certified cardboard boxes. The goal: zero-waste cosmetics that not only care for your skin but also conserve resources – from production to application.

Care with attitude - sustainability meets entrepreneurship

UpCircle Cosmetics stands for far more than just skincare. The brand aims to radically transform the beauty market – through transparency, ethical production, and genuine added value for people and the environment. Founded by siblings Anna and William Brightman, UpCircle stands for transparency, impact, and the desire to close cycles.

The story of UpCircle Beauty doesn't begin in a laboratory, but in a London café. Founder Anna Brightman noticed how much unused coffee grounds ended up in the trash every day – despite being rich in antioxidants, vitamins, and natural oils. Together with her brother William, she developed the first skincare formula using recycled coffee grounds – laying the foundation for one of Europe's most innovative natural cosmetics brands.

“What if we could give waste a second life?” – this question is at the heart of every product.

What began with a simple idea is now a global brand with heart, responsibility, and a clear goal: to make the beauty world more sustainable and fairer.

UpCircle rescues tons of organic waste every year and gives it a second life in the form of high-quality care products – from facial oils with coffee grounds to cleansing balms with fruit peel extract. The packaging is recyclable or refillable, and the entire production process is CO₂-neutral.

The brand works closely with small, local coffee roasters and businesses – a true cycle of sustainability.

“Waste not. Want not.” - The motto of UpCircle

The brand name "UpCircle" stands for the concept of upcycling, which creates new, valuable products from previously used resources. This isn't just about ingredients, but rather a fundamental philosophy: Waste less, do more. The phrase "Waste not. Want not." emphasizes the importance of thrift and avoiding waste in order to prepare for the future and avoid shortages.

Awards & Recognitions Received by UpCircle Beauty

1. FSB Ethical Green Business of the Year (2019)

UpCircle was named the winner of the Ethical Green Business of the Year category for London at the Federation of Small Businesses competition, particularly recognizing its ethical and environmentally friendly business model.

2. Doing Good Brand of the Year (Beauty Design Awards, 2021)

UpCircle was recognized at the Beauty Design Awards as a brand that impresses with its particularly sustainable and stylish implementation – particularly through transparency, 99% plastic-free packaging, and the refill concept.

3. Best Organic Skincare Manufacturing Company, London (SME Business Elite Awards, 2022)

 At the SME Business Elite Awards, UpCircle was named Best Organic Skincare Manufacturing Company in London – a recognition of its high-quality, organic manufacturing standards.

4. B Corp Certification (2022)

UpCircle has been officially B Corp certified since November 2022, with an excellent B Impact Assessment score of 96.3 (compared to the average of 50.9), demonstrating its outstanding social and environmental performance.

5. Editor's Choice & Sustainability Awards (2024)

 In June 2024, UpCircle received numerous Sustainability Awards, including the Editor's Choice Award. Several product lines—including cleansing milk, night cream, lip balm, conditioner, facial scrub, eye cream, and toner—were recognized for their sustainable packaging and formulas.

6. Best New Male Grooming Award – Natural & Organic Products Show (2025)

 One of the most recent awards: In 2025, UpCircle won the Best New Male Grooming Award at the Natural & Organic Products Show for its refillable deodorant.

7th Finalist – Channel 4 “Small Business, Big Break” (2025)

 As one of eight finalists in the competition format “Small Business, Big Break” on Channel 4, UpCircle is nominated for an advertising package worth

Frequently Asked Questions (FAQs)

What is zero-waste cosmetics?

Zero-waste cosmetics aim to eliminate waste at all stages of production and packaging. Brands like UpCircle rely on recyclable or reusable packaging and ingredients that would otherwise have been disposed of, such as coffee grounds or fruit peels.

What does “upcycled cosmetic products” mean?

Upcycled cosmetics utilize byproducts from other industries—such as food production—and transform them into high-quality care products. UpCircle, for example, uses recycled coffee grounds, olive pits, or chai spices for its natural formulas.

Is UpCircle really plastic-free?

Most UpCircle products are plastic-free or low-plastic. Glass, aluminum, and paper packaging are preferred. Where plastic cannot be completely avoided, the brand is working on refill solutions and recycling-friendly alternatives.

Is UpCircle natural cosmetics certified?

UpCircle uses only natural, vegan, and cruelty-free ingredients. While the brand doesn't carry the official NATRUE or COSMOS seal, it meets the common standards for certified natural cosmetics and is B-Corp certified.

Which skin types is UpCircle suitable for?

UpCircle products are suitable for all skin types, even sensitive or blemish-prone skin. Thanks to their natural and gentle formulas, they're ideal for vegan skincare without microplastics or harsh additives.

Where is UpCircle manufactured?

UpCircle is developed and produced in Great Britain. The brand prioritizes local, fair supply chains, short transport routes, and transparent origins of all ingredients.

Can I refill UpCircle products?

Some UpCircle products are refillable or come in reusable packaging. The brand is continually working on solutions to implement the zero-waste approach in its refill cycle.