Sustainable Beauty & Skincare * London, England
Featured on UK Business Wall.
A UK Digital consultancy helping organisations build ethical, user-centreddigital products.
- Founded: 2016
- Founder: Anna Brightman, Will Brightman
- Sector: Sustainable Beauty & Skincare
- Location: London, England
UpCircle Beauty was founded in 2016 by siblings Anna Brightman and Will Brightman with a mission to tackle waste within the beauty industry by transforming by-products into high-quality skincare solutions. The idea emerged from a family background in hospitality, where large quantities of coffee grounds were discarded daily. Recognising both the environmental cost and untapped potential of this waste, the founders saw an opportunity to create a circular model that combined sustainability with effective beauty products.
From the outset, UpCircle focused on repurposing ingredients that would otherwise be thrown away. Its first products were developed using coffee grounds sourced from cafés, blended into skincare formulations designed to exfoliate and nourish skin. Rather than positioning sustainability as a compromise, the brand emphasised performance, ensuring that products delivered tangible results while also reducing waste.
As consumer awareness around sustainability grew, UpCircle expanded its ingredient sourcing beyond coffee. Fruit stones, spices and other by-products from food and beverage industries were incorporated into new formulations. This approach allowed the brand to scale while staying aligned with its core mission of circularity. Transparency around sourcing and impact became central to UpCircle’s brand identity, building trust with a growing customer base.
Packaging and operations were also designed with environmental responsibility in mind. Recyclable and refillable packaging, minimal plastic use and ethical manufacturing practices reinforced the brand’s values. These decisions resonated strongly with environmentally conscious consumers seeking beauty products that aligned with their principles without sacrificing quality or aesthetics.
UpCircle Beauty gained recognition not only for its products but also for its leadership in sustainable business practices. Industry awards and media coverage helped elevate the brand’s profile, supporting expansion into international markets while maintaining its London-based operations.
Today, UpCircle Beauty is recognised as a leading example of circular innovation in the beauty industry. Its success reflects founder-led vision, creative problem-solving and a belief that waste can be a resource. By combining sustainability, effectiveness and thoughtful design, UpCircle continues to demonstrate how ethical beauty brands can scale with integrity.
