William and Anna Brightman are the brother sister team behind Up Circle. Their high-quality skincare products are made of repurposed ground coffee. The Dragons Den favourite have plans to save up to 1000 tons of coffee ground from going to waste in the next 5 years.Highlights of the episode:* How they are challenging perceptions of what is waste.* Importance of breaking the status quo and telling your story* Going through a journey, making mistakes and iterating.* How fundraising on crowdfunding is different.* What their Dragon's Den experience taught them.* Where the future of circular economy is heading.Time Stamp:[01:32] Why is what they are doing important?[04:13] How did it start?[05:53] Not having a background in cosmetics[07:00] How to grow a new brand and differentiate?[10:15] Natural, organic, vegan, handmade and cruelty free[11:03] How to communicate the message? Rebranding from Optiat[14:45] Taking on discarded ingredients[16:56] Getting feedback and iterate[20:24] Dragon's Den experience and crowdfunding[26:58] Vision of the future Useful link:Up Circle -[https://upcirclebeauty.com/](https://upcirclebeauty.com/)Up Circle Instagram - [https://www.instagram.com/upcirclebeauty/](https://www.instagram.com/upcirclebeauty/)

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