MODEST; A Circular Beauty

The sustainable way of life is here to stay, and industries like fashion and beauty are beginning to fully embrace it in their production. It is increasingly important in the lifestyle choices we are all making.

One part of growth within the sustainability argument is  the idea of finding alternative uses for certain discarded materials that we simply label as ‘waste’. We are far more educated than we ever were and therefore more conscious of what we buy, what we consume and what waste is left over. Can we do anything with this waste? We ask ourselves. Will it only add surface area to a landfill? Surely, we can find a way to prevent that.

Sustainability has birthed many ideas including the much recently discussed system of a ‘circular economy’. The aim is to work towards a greener future and impede the harmful repercussions of our consumerism on the environment, by simply  regenerating the waste that is binned on a daily basis, giving potential to create with it a second life.

Traditionally, economies are all about making, using and disposing or adding to a landfill but going forward we understand we need to be more conscious about our waste. This is where the circular economy model comes in. An inclusive economy, it pays the utmost attention to every single individual’s contribution towards making and delivering the product and ensures the right end game after usage. It also means that each worker earns a fair wage for the effort and hours they put in.

Circular economy. Infograph: Anoushka Pinto.

Say for instance, there is a sustainable face cream infused with essential oil that has been doing very well in the market. This process allows for all the work on every stage of production and every person involved to be able to make a fair profit – the farmer that nurtures the plants and the person who obtains the essential oil to the person that transports these items to the factory etc. until it reaches the consumer.

So it supports workers at a local level by providing them a livelihood, while also being mindful of the consumption of limited resources and renewable energy that goes into production. It is growth-oriented and socio-economic development is at its core. Essentially the products are manufactured in the most sustainable manner, so that they are recyclable or reusable even after thorough use.

Circular beauty, for example, has integrated itself into our lives seamlessly, with many of our skincare and beauty products employing natural and repurposed ingredients. They are effective, promise great results with the added benefit of causing the least harm to the planet. In addition, they are usually indigenously produced and generate employment for a multitude of people.

So, if you are on the lookout for quality beauty products that are effective, promise great results and are circular beauty, here are three brands that are making a difference.

An innovative skin-care brand embracing sustainability and the circular economy wholeheartedly, is UpCircle. Established by brother-sister entrepreneur duo, Anna and William Brightman, UpCircle was formerly known as Optiat. Since its inception, it has been making natural, sustainable and organic skincare, that is ‘not only innovative in application and design but also delivers consistently fantastic result’.

UpCircle’s face and body scrubs are made from repurposed coffee grounds.

The brand makes face and body scrubs out of repurposed coffee grounds, natural soaps from brewed chai-tea spices and organic face serums from coffee extracts. The soaps and serums are Soil Association and COSMOS certified.

UpCircle skincare products.

The Brightmans were driven to rebrand their brainchild, when they felt that they had outgrown the initial vision of Optiat. Hence, while attempting to change the face of natural skin-care altogether, they also decided to make a significant contribution to the well-being of the environment.

“We’ve all seen the horrific damage that plastic causes to the world. We wanted to seize this opportunity to demonstrate our unwavering commitment to the environment through sustainable packaging alternatives. We’ve reduced our plastic packaging by 99%”, says Anna.

They switched to packaging their coffee scrubs in 100 per cent aluminium tubes, and reduced their use of plastic by 99 per cent. It is good for us and good for the environment. What a great idea!

Similarly, luxury make-up brand Axiology’s new ‘Wear No Evil’ range of lip lacquers are products of circular beauty. While make-up should be safe for people that wear it, Axiology believes that it shouldn’t threaten the well-being of the planet or any animal life. It is also particularly important that the hands that make these products are happy hands, not subject to any form of exploitation.

‘Wear No Evil’ collection lip lacquers and balms from Axiology.

Axiology’s new clean, varied and 100 per cent evil-free lipstick range is an assortment of 36 vibrant shades. They are inclusive of sheer balms, soft creams and highly pigmented rich creams. The packaging is made from recycled wastes and the proceeds help save Orangutans. So, Axiology is PETA certified.

The 36 shades in the ‘Wear No Evil’ range.

Perfumes are an imminent asset to beauty. A general sentiment is that one feels their best, when they smell good. Luxury niche, British fine fragrance brand, Memoize London has released its new collection ‘The Dark Range’. Their aim is to provide their customers and perfume-lovers with the ultimate luxury experience and propel them into a thought-provoking journey by intertwining their scents with distinct memories.

The collection comprises of seven unisex frangrances, each infused with ‘the finest essential oils, perfeclty balanced to diffuse on the wearer’s skin’. It is long-lasting as it has 20 to 30 per cent oil content.

‘The Dark Range’ perfume from Memoize London.

Memoize London uses ingredients sourced from small and independent British suppliers. They support local artisans with their hand-finished, wooden caps crafted in Yorkshire, hand-made boxes made in Leicestershire and a small filing house in Lincolnshire Wolds. This makes them a circular beauty perfume brand.