‘We rescue waste and turn it into products’ – meet the brand reusing leftovers *affiliates
Great inspiration really can come from a morning coffee. For proof, look no further than Will and Anna Brightman, whose idea was sparked by a humble cafetière and has gone on to create the biggest buzz in affordable green beauty.
Nobody objected, but the next step was heavily improvised. “I had just quit a job in finance and I had no idea about how to formulate skincare products,” he recalls. “So I rented a tiny room and began manufacturing it myself, sterilising the coffee grounds and using recipes off the internet. It was very DIY.”
Recycled coffee wasn’t mainstream beauty’s cup of tea, though. “We got advice from people who had been in the industry for a long time and all of them said, ‘It’s a cool idea, but beauty is a really shallow industry.’ Validation came when the Brightmans went on Dragons’ Den and got three offers of investment. “That was great,” says Will. “And Boots got in touch after it and said they wanted to list us. It’s been vindication, and it’s also testament to never giving up.”
UpCircle now uses more than 20 upcycled ingredients, and is always looking for more – with one caveat. “They need to have proven benefits,” says Anna. “We decide first what product we want to develop, then we matchmake with a list of upcycled ingredients. We’re about to launch a shampoo creme made with upcycled pink berry extract, which has been through clinical trials and is proven to reduce scalp irritation, redness and flakes.
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