Our Values

Skincare is a crowded market. 'Natural’ has become the new “normal” - and normal is boring. That's why we go a step further with our waste-fighting formulations. Each product in our range sources and rescues by-products from other industries – the food and drink industry in particular. In recent years we have seen the dramatic rise of natural, then organic, then vegan and cruelty-free beauty, but we believe circular / by-product beauty will be the next step – we’re proud to be pioneering that movement.


The circular economy sits at the heart of what we do – we even named ourselves after it! UpCircle also hints at ‘upcycling’, the process of making something better from things that already exist. Our ultimate mission is to leave the world better than we found it by transforming ingredients that would otherwise be discarded into natural, organic beauty products – better for you, better for the world.


We feel passionately about being a "beauty" brand that doesn't actually make people feel worse about themselves. The beauty industry we DON’T want to be a part of can make people feel inferior. We want UpCircle to inspire confidence. We’re body positive, gender neutral, represent all ages and encourage diversity. Our products are modelled by real customers, family and friends and only use authentic visuals that are never photoshopped. We stand for authentic, real beauty in its many forms.


If we can provide competitively priced, high performing products from upcycled ingredients then we are demonstrating that the beauty industry can become a lot less wasteful – it is an innovative approach and a fresh perspective. But, all of this effort is futile if the industry is not willing to open its arms to what-would-be waste ingredients. So… is the beauty world ready? Well, if our rapid growth is anything to go on, it looks like the answer is yes. Hallelujah.


We're a family run company founded by brother and sister Anna and Will six short years ago. Our founders were in their early 20s when they launched the brand and believe in making products that they would've bought at that age. Price point shouldn’t be a barrier to planet-friendly purchasing and sustainability should not be an elite privilege. Ethical, sustainable, fair trade ingredients cost more, but we’re committed to remaining a brand accessible for all.


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 like sharing our ideas for making things better, we like asking questions of our audience, we like being held accountable, we like discussion – we pride ourselves on transparency!


It's important to us that we give back. Last year we made donations to One Tree Planted, Amazon Frontlines and Rainforest Alliance. This year we’ve made donations to Refuge, a domestic abuse charity, following the deeply concerning increase in domestic violence during lockdown, to Save Elephant Foundation, helping captive elephants at risk from the lack of income for their owners, due to the absence of tourism during the Covid-19 pandemic, and to The Stephen Lawrence Charitable Trust, who tackle inequality in all forms. We donated thousands of pamper parcels to frontline workers and donated children’s books with ethic minority protagonists to over 135 schools.


At UpCircle we believe that it is our responsibility to ensure that we are keeping ourselves informed of the latest innovations so that our products are the best that they can be! The key element of this is seeing your brand, product or business as constantly evolving – that’s very important to us here at UpCircle.

With regards to our team, UpCircle values a diverse workforce. Women, people of colour, people with disabilities and members of the LGBTQ+ community are strongly encouraged to apply for any opportunities to join Team UpCircle.