Our Values

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 strive to be a beauty brand that encourages and inspires people to make the right choices for themselves and the planet. We believe that providing competitively priced, high performing products from upcycled ingredients demonstrates that the beauty industry CAN be less wasteful. UpCircle products are all inclusive - we are body positive, gender neutral, represent all ages and encourage diversity. Our vision encompasses passion for sustainable beauty and always will. We stand for authentic, real beauty in its many forms.

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.

At UpCircle we focus on positive change so that we can all make a difference in small steps. Our aim is to reduce waste in a variety of industries, and we are proud to support low-income workers around the world where we can. 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! We like sharing our ideas with our community of UpCirclers, we like asking our audience questions and value their insights, 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 a number of charities and this year we will continue to do so. We encourage participation from our team and community to ensure we give to those our UpCirclers care about most. 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, and to The Stephen Lawrence Charitable Trust, who tackle inequality in all forms. We also donate products to Women in need, countries in need and to thank frontline workers.