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Ethical brand ratings and accreditation since 2001

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Good shopping guide ethical accreditation tick


How ethical is UpCircle?

UpCircle is a brand of toiletries which has a good score on The Good Shopping Guide’s Ethical Soap & Shower Gel Ratings Table.

With a high GSG score, UpCircle can be considered an ethical brand. UpCircle hasn’t yet applied for Ethical Accreditation, but its high score would mean that if it did, it would be able to display The Good Shopping Guide’s Ethical Mark on its products.

We encourage other companies in the Ethical Soap & Shower Gel sector to follow UpCircle’s example and adopt more ethical policies and practices.

What does UpCircle do?

UpCircle was launched by Anna with her brother Will, both 20-somethings, in 2016 after they discovered that more than 500,000 tonnes of coffee grounds were sent to landfill each year.

In which areas does UpCircle perform well?

UpCircle performs well for its Environmental Report which contains lots of information for a small company, on topics including being plastic negative and using COSMOS approved ingredients. The brand also gets a top score for Vegetarian as it has products certified by The Vegan Society, and Animal Welfare as it is CFI approved.

We found no criticisms relating to; GM, Nuclear Power, Fossil Fuels, Political Donations, Armaments or Irresponsible Marketing, therefore UpCircle scores well for these criteria. On top of this, UpCircle has been awarded a top rating in our Ethical Innovator criterion due to its clear ethos. Find out more about our ethical criteria.

What can UpCircle do to improve its score?

The above benchmark score that UpCircle is awarded on The Good Shopping Guide’s Ethical Soap & Shower Gel Ratings Table is the result of an evaluation of multiple ethical criteria.

As UpCircle already receives a top score in the Ethical Soap & Shower Gel sector, The Good Shopping Guide encourages it to get in touch and apply for Ethical Accreditation. After sending in its application, UpCircle will be offered the use of The Good Shopping Guide ethical mark.

However, we would encourage UpCircle to gain Organic certification for its soap products, for which it currently receives a bottom rating, in order to improve its score. If UpCircle applies for Ethical Accreditation, The Good Shopping Guide would be able to offer some guidance on this.

Were you aware that your brand could benefit from Ethical Accreditation? If accredited by The Good Shopping Guide, brands can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable supplier. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Irresponsible Marketing


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


  • Ethical Innovator


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating