Proving unequivocally that waste can build capital, UpCircle is a truly inspiring organisation built on circular economy principles. The circular economy presents a huge opportunity for both business and the environment so we were really excited when Anna Brightman from UpCircle, a skincare and beauty brand built from waste and, focused entirely on the circular economy principles joined us on the podcast. UpCircle fully owns the concept of circularity and builds it into every strand of their business. They have learnt how to turn waste not only into a succesful business, but a global successful business, which is continuously testing the limits of what can be done. As you’ll hear, their marketing knowledge and know-how is an exemplar on how to engage with community to grow whilst doing good for the environment - which is no easy task when you consider some of the staggering impacts the beauty industry has on the planet, from the 120 billion pieces of packaging they put out every year, through to the questionable product testing practices which are still happening even in 2024. Join us on this episode as we talk to Anna about: How UpCircle entered one of the most competitive industries in the world and now sells in 50 countries, created a full packaging return scheme and grew a dedicated community who embrace not just the products, but get fully involved with the refill initiative. The challenges along the way and how they overcame them. How they built, incentivised and drive a successful refill service which their tribe as Anna calls them want to get involved with. What it takes to build an engaged community, building brand loyalty with high levels of retention and ongoing two-way conversation. The importance of working with your community on everything from product development through to growing share of voice and raising awareness of circularity and the need for behavior change. Why metrics are so important to ensure your business is moving in the right direction. Brining sustainable and commercial objectives together and how commercial metrics can deliver social impact. How every product at UpCircle is collaborative by nature – and through building partnerships with industries you might not ever put together has delivered so much impact commercially and socially.Enjoy… For more information about UpCircle visit https://upcirclebeauty.com/ And connect with Anna via LinkedIn here. ________________________________________________________________________________ You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

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