C!rcly—pronounced circular—uses waste materials from the production of coffee and fruit juices for its skincare line. Founders Oliver Kremer and Maximilian Munz, both previously management consultants, talk in an interview about how they got into sustainable cosmetics.
Munich Startup: Who are you and what do you do? Please introduce yourselves briefly!
C!rcly: Hello Munich! We (Oliver, 33 years old and Max, 31 years old) are the founders of Foodignity Labs GmbH, the company behind the sustainable skincare brand C!rcly. With C!rcly—yes, you read that right—we combine the ideas of upcycling and high-quality skincare.
In our work as management consultants, we've realized that many everyday products aren't yet fully sustainable. For example, many existing skin care products, while they contain great ingredients, aren't actually good for the environment due to unnecessary packaging that only serves a cosmetic purpose. Many products also still contain microplastics or other ingredients that shouldn't actually come into contact with the skin.
Munich Startup: What problem does your startup solve?
C!rcly: The production of many products, such as coffee or fruit juices, generates a lot of waste that is thrown away before it can reach its full potential. Our startup is committed to using these valuable waste materials in high-quality skincare products. C!rcly is the brand for sustainable, guilt-free skincare that's 100 percent good for you and nature.
Munich Startup: But that's been around for a long time!
C!rcly: Of course, there are already established natural cosmetics companies. But even these established companies fail to achieve holistic sustainability in both their ingredients and their packaging. C!rcly has set itself the goal of offering an alternative that is both good for people and good for the environment.
C!rcly aims to establish itself as the leading sustainable skincare startup
Munich Startup: Has there ever been a point where you almost failed?
C!rcly: Initially, it was difficult for us to identify and bring together the right parties to manufacture our products. For example, few manufacturers were willing to work with us because they couldn't easily incorporate our raw materials into their processes.
Munich Startup: Where would you like to be in one year, where in five years?
C!rcly: In one year, we aim to have launched our first products: a facial serum made from recycled coffee oil, lip balms with coffee oil, and soaps made from coffee and orange residues. In five years, we want to have established C!rcly as the leading sustainable skincare startup. We also plan to launch further sustainability activities with other partners, such as the research and development of new products under the umbrella of Foodignity Labs.
Munich Startup: How do you rate Munich as a startup location?
C!rcly: Munich is becoming increasingly popular as a startup location due to its high attractiveness and access to skilled workers and investors. We also believe that Munich, as a startup location, has nothing to hide behind Berlin or Hamburg. Munich also hosts many startup events that contribute to good networking.
Munich Startup: Tea or coffee?
C!rcly: Since a key ingredient in our products is recycled coffee, the answer is clear.
