Circular Beauty: The latest natural beauty trend

Etat Libre d’Orange

Beauty trends are getting planet friendlier by the day. The latest is the circular beauty trend, wherein beauty brands are using food waste to manufacture products which do wonders for the skin and yet are free of chemicals and new raw materials. Bananas, withered carrots and coffee grounds are all being used to create amazing masks, creams and cleansers. To reduce food waste (18 million tons end up in landfills every year) and 12 billion tons in beauty packaging, this beauty trend could be the one to follow.

Circular beauty: The latest natural beauty brand

food wasted

Just in the UK, 5 billion tons food, which is perfectly edible, is wasted every year, even though people have become more mindful about the food we eat and take care to waste less. And what we do not eat is being used in ingenious ways by the beauty industry. The natural beauty trend of circular beauty is all about using food ‘waste’ such as quinoa husks, juice pulp, chai spices, coffee grounds, etc to make beauty products. Instead of dumping 200,000 coffee grounds every year, which does add to the environmental impact, brands are now using them to give a glow to your face.

Circular beauty trend is not just about the ingredients, but it is also about the packaging. The whole idea is to keep reusing the products derived from one stream of activity to another, so that the materials keep getting recycled and reused in a ‘circle’, thus avoiding landfills.

Take a look at some of the brands and products which are leading the circular beauty market:


left over coffee grounds

UpCircle, one of the best brands in the natural beauty trend, uses the left over coffee grounds collected from London cafes to make lush skincare products. For example, the exotic face serum, which is made from coffee oil. Gorgeous soaps from tea syrup are another incredible product from them. They are now looking at avocado stones and the flower petals, which are left over from florists and weddings. These ingredients are environment friendly and great for your skin as well.

The packaging is 99% plastic free and you can choose cap free options as well, if you want your product to be completely plastic free. The marketing material is printed on paper made from recycled coffee cups.

Till date, UpCircle has diverted over 50 tons coffee from the landfill, and hopes to save 1000 tons in the coming years. The company’s biggest challenge has been to fight the notion of ‘waste’ in people. But things are changing, as eco savvy consumers now look for products which help them look great, are authentic and environmentally friendly.


ReviveEco beauty products

Palm oil is an ingredient, which is used in many beauty products. To supply the great demand for it, thousands of acres of forests are being destroyed, endangering the habitats of many animals such as orangutans. ReviveEco is a startup from Glasgow which aims to reduce the use of palm oil in beauty oil by replacing this ingredient with the oil extracted from food waste such as coffee grounds. So your morning coffee habit can actually come into very good use. Reusing the used coffee grounds is one of the best examples of circular beauty trend. The company is in talks with many beauty brands which want to find an eco friendly alternative to palm oil.



Fruu takes the fruits meant for the trash bins in the supermarkets and converts it into fantastic, moisturizing balms. You’d be delighted with its mango seed body butter, avocado oil and EFA rich or Essential Fatty Acids rich lemon seed oil. The lemon seed oil made from the seeds discarded by the lemon processing sector.

Retailers discard up to 40% of the fruit supplied to them, therefore Fruu has a constant supply of fruits to make its circular beauty products. Their products have 60% fruit in it, which means your skin will benefit from the natural ingredients. The Fruitilicious balms are available in tinted and matt finish, which can suit all summer looks.

M&S Pure Range

M&S Pure Range

Big brands such as M&S are also catering to the demand for green beauty. The brand’s pure beauty range uses the pulp of the grape leftovers from wines. It boosts radiance and make the skin glow. M&S have also developed a unique hair dye, completely natural, made from the pulp of Ribena.

Body Shop

Body Shop

Body Shop has been using organic fruits for its creams and lotions. Now it has started to make use of wonky carrots to make skincare products such as the Carrot Wash Energizing Face Cleanser or the Carrot Cream Nature Rich Face Moisturizer.

Beauty Kitchen

Beauty Kitchen sustainable products

Beauty Kitchen urges their customers to reuse their packaging/bottles which they fill up with their amazing sustainable products. Their Berry British Sustainable Beauty Oil is made from the oil extracted from the pulp produced in juicing.

The brand is known for using ‘cradle to cradle’ concept, which is the principle of circular business. Their product is an example of how waste food or other material can be used over and over again and back into nutrient cycle.


LMVH launched Cha Ling

LMVH launched Cha Ling, l’Esprit du Thé, a refreshing new range of cosmetics which was inspired by their love for the environment. The cosmetics are made from sustainably sourced and produced pure tea. The brand is committed to sustainability as well as aesthetics and luxury. It sources its ingredients from China under the fair trade policy, and the ingredients are grown without any pesticides or fertilizers.

The brand has minimal packaging which can be reused.


MontaMonta Ozone Coffee scrub

MontaMonta is another beauty brand based in Hackney, which uses waste coffee. Given the amount of coffee which is consumed on a daily basis, there is no dearth of this particular ingredient. MontaMonta has tied up with Ozone Coffee to formulate a scrub.

Etat Libre d’Orange

Etat Libre d’Orange

Who would have thought that waste could smell so heavenly? A lovely fragrance has been created out of the tons of waste fruits and flowers – roses, bitter oranges, cedar wood and apples.

You can use the overripe fruit in your home, which is no longer edible in your beauty routine. But that is not possible always, so buying from brands such as the above-mentioned would help to clear the environment of thousands of tons of food waste. The fresh raw food can be consumed by the growing millions and for beauty, the unwanted food can be used to create products which will make you glow from within.

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