Brands Behind Nominees: Circulove

In the awards autumn series of blog posts, we get to know the brands behind the nominee products of the Nordic Natural Beauty Awards 2023. In this post, we are proud to share more about the Finnish natural cosmetics brand Circulove, as told by the brand:

“Circulove was founded in 2020 by a group of Scandinavian designers, natural cosmetics chemists, beauticians, nurses, and sustainable lifestyle professionals. We want to help people in their efforts to live a more sustainable and purposeful lifestyle while enhancing their natural beauty.

Circulove’s founders became increasingly concerned with the high levels of ineffective, non-traceable ingredients packed with superfluous packages they found in almost every product in the market. This prompted them to start investigating how to use circular design principles in skincare to create a more meaningful beauty approach.

“More than 80% of the environmental footprint of a product is often decided right from the beginning of the design phase. We wanted to create a true circular lifestyle, with organic skincare and no compromises in efficacy. Smart luxury is about taking care of yourself, our community and our planet. To make smart choices from both socially, ecologically and emotionally sustainable points of view. This is what we call a new circular lifestyle and slow beauty.” Circulove founders

“Our values are based on very concrete actions: saving oceans by using ocean waste plastic, biodegradable raw materials, and promoting up-cycling and transparent supplier networks from raw materials to production and helping consumers to make smart choices with fewer products. We are also supporting local fishermen, women cooperatives and small entrepreneurs while making natural fermented skincare that truly works”.

Circular Beauty

As the name ‘Circulove’ suggests, the concept of circularity and giving back was what inspired us from the beginning. Circulove was born out of a desire to do good for people and the planet in a sustainable way. Circularity focuses on cycles instead of the “take-make-waste” model. Circularity to us is also about sharing good; removing plastic from the Java ocean while supporting local fishermen. Each 30ml bottle has removed 5 plastic bags from the Java Ocean!

Each ingredient and its origin is listed on the Circulove website. The ingredients are 100 percent vegan, ecologically cultivated or wildcrafted, and ethically and fairly sourced.

Our commitment from day one has been to create truly circular, all-fermented skincare products with no compromises in efficacy or traceability. Our minimalistic and beautiful package is designed by a well-known Finnish designer Ilkka Kärkkäinen @soHelsinki.


Circulove – All-Fermented Circular Microbiome Skincare  

The philosophy of the Finnish skincare brand Circulove is simple: less but better. Handcrafted skillfully and fermented patiently in small batches in Finland, Circulove is a true holistic, circular and certified natural microbiotic skincare. 

What is unique about Circulove products is that each and every active ingredient is fermented, including oils. All-fermented biotics is a completely new, holistic approach to microbiome skincare. The levels of probiotics, antioxidants and vitamins are naturally amplified in the products through bio-fermentation, so nothing supplemental is added. This method enhances the products with unique efficacy and natural suitability for the skin.

In accordance with a Nordic tradition, Circulove uses only the purest fresh botanicals and oils for fermentation. Natural scent in our products originates from cucumber, white and green tea.

Circulove fits perfectly in an active, urban lifestyle; compact, airless products are easy to grab along to the gym, yoga class or travel. Formulated to fit best to adult 25y+ skin, also sensitive skin.

Circulove CLEAN | Purifying Microbiotic Micellar Toner Mist

With CLEAN, we wanted to bring a truly multi-beneficial but easy-to-use product to market. “What if there’s only ONE skincare product you would take with you anywhere” – it’s a cleanser+toner+essence hybrid. It’s an easy & versatile all-in-one product for lazy summer mornings & ad-hoc travel. A convenient TSA-approved size (100ml/3.4fl.oz) spray – even no water needed.

Packed with 7 fermented multi-active ingredients – including wild raspberry, organic green tea, juicy aloe vera, nordic oat, and himalayan rice – all of which multiply the level of antioxidants to help brighten dull and tired skin. The skin is moisturized, bright, and re-freshed.

How to use:

Spray onto your moist face and rinse with water or wipe off with cotton pad. Shake before use. Perfect for morning use and on the go too!

Circulove is rapidly transforming to the next gen level of circularity and natural cosmetics. Our brand and products will focus even more on transparency during the whole product journey as well as on lasting impact on skin with clean and effective microbiotic products. And we are steadily working on ensuring a cleaner planet with all-recycled materials and regenerative environmental handprint. We are partnering with similar minded people & brands to make it easier for people to create more sustainable lifestyle.

We will introduce a new gentle but powerful cleanser product to the market as well as bringing a new premium look & feel for the whole Circulove product line this Fall. With our close partners such as TheWearness in Germany, Impakter-Eco in Italy and Ruohonjuuri in Finland, new wholesale channels opening up globally and expanding subscription-based online D2C business model, we plan to grow our customer base rapidly in 2024 and beyond.

Circulove | Better Skin, Better Planet™

“Slow beauty” advocates a careful curation of a handful of products that cover a multitude of needs. It’s based on introducing a tight edit of multi-purpose products that save room in your bathroom cabinet (and your wallet). It is about allowing skincare routines to be the same for long enough that you start to see a positive change in the way you look and feel, bringing a sustainable impact on your skin. It is about less but better, in every sense.

As a slow beauty brand, we at Circulove have a uncompromised focus on high quality, longevity, balance, and multibeneficial products in our offerings. Our capsule collection approach allows scaling to grow organically and producing less waste on both the manufacturing side and consumer side, as well as in the logistics chain in between. Our eco-luxe capsule essentials are made with natural, high quality ingredients and slowly fermented formulations – meaning that our customers are encouraged to buy and use what they actually need rather than stockpiling, and they will get the most out of their products with the least amount of waste generated as humanly possible.”

Get to know Circulove even better on the brand’s website at and follow the brand’s journey on Circulove’s Instagram account >

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