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.

They 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. Their products are modelled by real customers, family, and friends and only use authentic visuals that are never photoshopped. They stand for authentic, real beauty in its many forms.