WGSN - MAR 2020

  • 1 min read

"British brand UpCircle partners with local businesses to transform leftover coffee grounds into new cosmetics ingredients.

The soaps are made from residual aromatic spices from award-winning chai syrup company Henny & Joe's. By reusing this waste, UpCircle saved 5 tonnes of spices from being thrown away in their first soaps batch. 

A pop up survey on UpCircle's website asked customers their reasons for purchasing the products from the brand. 71% give 'sustainability credentials' as one of their top three reasons for their order, demonstrating shoppers' interest in buying products made from upcycled ingredients. This approach has also helped the brand to obtain investment and attract the attention of retail buyers."