You may recall seeing UpCircle Beauty (as their original brand name, Optiat), on Dragon's Den in 2018, when they accepted a joint offer from Touker Suleyman and Tej Lalvani.
Speaking to GLAMOUR about the brand story, co-founder William Brightman, explained: "Back in 2015, we had a thought: if we’re throwing away a cafetière full of coffee grounds every morning, how much is going to waste from coffee shops all over London? A lot, as it turns out. So we decided to do something about it. We needed a way to give those coffee grounds a new lease of life. And UpCircle was born. Since then, we’ve saved approximately 35 tonnes of coffee from landfill, based on our current growth rates we estimate that we will have saved an additional 1000 tonnes in the next 5 years."