A pioneer of the by-product beauty movement, we talk to Anna about how sustainable pampering should never mean compromising on results. www.upcirclebeauty.com
You started UpCircle with your brother back in 2016, at just 22. How did the brand came about?
“We noticed how many coffee grounds were being thrown away by cafés every day and began wondering whether that ‘waste’ could actually have value. Coffee is packed with antioxidants and is fantastic for exfoliating skin, so we started experimenting with turning used coffee grounds into a natural face scrub. This quickly grew into something much bigger as we started collecting coffee grounds from cafés and creating our first product. Our goal was always to prove that sustainability and high performance skincare could go hand in hand. That mindset still drives everything we do today.”
Do you think the beauty industry is finally waking up to their responsibility to be sustainable?
“To a degree. When we started the idea of upcycled beauty ingredients was still very niche. At the time we were explaining the concept constantly, because most people had never heard of by-products being used in skincare. We’re proud to now be upcycling more than 60 by-product ingredients into our range. Now the conversation has shifted significantly. Consumers are far more conscious about waste, sourcing, and environmental impact. That means the beauty industry is starting to respond. But there is still a long way to go. True sustainability requires brands to rethink supply chains, packaging and production. It needs to go deeper than surface level claims.”
How do you source your repurposed ingredients?
“We look at industries that generate natural by-products and ask whether they might have beneficial properties for skin or hair. For example, we work next door to florists, and noticed their bins filling with unsold roses – so we now upcycle rose petals into our bath salts. We work with countless suppliers in this way, identifying ingredients that would otherwise be discarded. We design for performance first – because sustainability that underperforms will not scale. For example, our Shampoo Crème is made with upcycled pink berry extract from the fragrance industry and delivers three times the washes of a standard liquid shampoo while using 50% less water.”
UpCircle achieved a £18m valuation during a successful crowdfunding campaign – how did that feel?
“It was an incredible experience for us. Seeing people believe in what we were building enough to invest was hugely emotional. We closed the round overfunded in less than 48 hours!”
You also received investment from Dragons’ Den’s Touker Suleyman and Tej Lalvani. Why do you think you succeeded where so many fail?
“We actually never accepted their investment! Yes, we shook hands on air, but after meeting with the Dragons following the show we decided not to proceed. Upcycling was not just a marketing message for us. It was the foundation of the business and something we genuinely believed in.”
With the business thriving, are there any luxuries you allow yourself which you couldn’t before?
“One of the biggest luxuries is simply having a brilliant team around us. In the early days my brother and I were doing everything ourselves, from packing orders to attending trade shows. Now we have an amazing team who bring expertise across different areas of the business. That allows us to focus more on the bigger picture.”
Affordability is also very much part of your brand’s ethos. Why is this so important to UpCircle?
“Sustainable choices should not be reserved for a small group of people. If we want sustainability to become the norm, it has to be accessible. That is why we work hard to keep our products competitively priced while maintaining high quality ingredients and responsible sourcing. We want customers to feel that choosing a more sustainable option is easy rather than a luxury.”
What are your top sellers?
“Our absolute top sellers include our Eye Cream, Face Moisturiser and Peptide Serum. The Peptide Serum is made with upcycled custard apple and blood orange water, and is clinically-proven to improve skin elasticity by 29% in just 14 days, which is HUGE! Customers often come for the sustainability story, but stay because the products genuinely work.”
And finally, what has been your most rewarding moment?
“It’s so hard to choose! Being commissioned to write a book filled with my DIY skincare recipes, being listed in Forbes 30 Under 30, winning £250,000 for my idea for UpCircle’s first ever TV advert – these are all things that I can’t actually believe happened! Seeing how the brand has grown from a small idea into a global business is something I feel very proud of.”
