The company

The company aims at becoming Denmark’s first circular cosmetic company using upcycled waste materials as core ingredients. We focus on creating high-quality, eco-friendly cosmetics from the food industry, providing a sustainable solution to waste management while reducing CO₂ emissions by 30-50%. Our mission is to lead a shift towards conscious consumption and redefine the cosmetic industry with innovative, waste-based products.

Product

We tackle two pressing issues: surplus waste oils that will no longer be used for biodiesel and the environmental footprint of the cosmetics industry. By repurposing waste from the food industry into soaps, shampoo bars, lip balms, and hand creams, we provide a sustainable, skin-safe alternative that meets the demand for eco-conscious products while promoting waste circularity.

Solution

Our solution repurposes food waste through advanced, environmentally friendly extraction methods. These techniques ensure ingredient integrity and high-quality cosmetic outputs while significantly lowering the environmental impact compared to traditional methods.

Business model

B2B – Building partnerships with local retailers and large chains as resellers while exploring private and white-labeling opportunities.

B2C – Direct sales through e-commerce, our shop, and presence at markets and fairs. We are planning significant investments in online marketing, including paid social media campaigns and Google Ads, to increase awareness and attract customers.

Customers

Female 25-58yrs old. Sustainable lifestyle advocate that is aware of what she is putting on her skin. Willing to pay premium for handmade products made in Denmark with strong focus on the environment.

The market

The market was €88 billion in 2023, with an annual growth of 13% in the last 5 years. Our SAM is €450 million, and our beach head is €2.32 million. The Danish cosmetic market is €1.2 billion.

Competitors

Traditional cosmetic brands primarily rely on virgin materials, offering limited circular options. We differentiate ourselves by focusing exclusively on upcycling waste, offering a strong environmental narrative and a superior value proposition.

Growth potential / goals / ambition

Our ambition is to become Denmark’s leading circular cosmetics brand and disrupt the industry with co-creation initiatives that include our customers in product development. By fostering conscious consumption, we aim to inspire a movement that prioritizes sustainability at every level.

Management and team

A – CEO and head of production

B – R&D and production intern

C – Branding and SoMe

D – Business developer

2 advisory board members

Finance / financing

The company has received grants totaling approximately 141k DKK and generated around 159k DKK in turnover from early prototypes and standard products. We are primarily bootstrapped but actively seeking funding to scale our circular production model.

Status

We are already present in the market and are generating sales from products using virgin raw materials. We are in the process of changing completely our production and sourcing and want to go full-on circular.