UpCircle enters haircare category with new natural shampoo

UpCircle has launched into the haircare category with a new Shampoo Crème, promising to deliver three times the amount of washes of a traditional liquid shampoo.

Founded by siblings Anna and Will Brightman, UpCircle brings leftover natural ingredients back to life as skincare products. The brand's waste-fighting formulations are natural, vegan, cruelty-free, palm oil free, plastic negative, handmade and housed in recyclable and refillable packaging.

As UpCircle's first haircare product, the new shampoo features natural ingredients such as coconut, grapefruit, cedarwood and lavender oils to help nourish, hydrate and calm hair, leaving it with a "healthy, glowing shine".

The product is also made with upcycled pink berry extract, a by-product from natural fragrance ingredient manufacturing. The pink berries are cultivated in Madagascar on local, family-owned plantations. Every batch of pink berries comes from a certified supply chain, which guarantees socio-responsible sourcing.

Each shampoo uses less water than the industry standard through its paste-like formulation. Housed in a glass bottle and cardboard outer box, the product is also natural, vegan, cruelty-free, 100% recyclable, refillable and handmade in the UK.

Anna Brightman, Co-founder of UpCircle, said: "For what may seem like forever shampoos have traditionally come in liquid form, and more recently as shampoo bars. We tried for years to formulate a palm oil-free shampoo bar which worked as well as more traditional liquid shampoos on all hair types, but ultimately did not succeed in making one we were happy with.

"However, with the increasing availability of new clean green ingredients, we have finally discovered a more novel, innovative, and user-friendly way to create a highly effective super luxe shampoo. Like all the ‘best’ products, this took some time creating as we wanted to get the right feel, consistency, performance, and combination of the most effective haircare ingredients."

Read TheIndustry.beauty's interview with the Co-founder of UpCircle, Anna Brightman.