Our story.
What we stand by.
A different starting point for skincare.
More care. Less complexity.
Could skincare care for more?
On holiday in Indonesia, Päivi Paltola saw mountains of waste and plastic litter in the Java Sea and along its shores. After years in cosmetics, fashion and design, the connection between consumption and what we leave behind felt impossible to ignore.
It also sharpened a question about skincare: why so much emphasis on elaborate packaging, scent and the first touch — and so little clarity about the formula inside? Could we put more thought into lasting skin care, with fewer products and less waste?
In 2019, circular design became the framework for building something different from the ground up. Ingredients, formulas, packaging and the people behind them would all matter.
That idea became Circulove — and inspired its name.
Fewer products.
More thought in each one.
Päivi brought together a team from skincare, design and business, with chemist Anu Ruohosto leading product development. Their shared aim: fewer products, with more substance in each formula.
High-quality natural and organic ingredients, purposeful active concentrations and slow fermentation became the foundation. Effective, multifunctional care, developed with sensitive skin and long-term use in mind.
Partners were chosen for quality and shared values. Supporting local livelihoods mattered alongside the ingredients and materials themselves.
The first Circulove products reached the market at Christmas 2020.
Five essentials.
A founding idea that stays.
Today, five complementary essentials bring cleansing, hydration, nourishment and protection into a simpler daily routine.
Concentrated actives work within rich, balanced formulas of fermented ingredients and organic oils. Each product does more, so you have less to figure out.
What we stand by.
These are the choices we stand by.
1. Every product earns its place.
Five multifunctional essentials. Clear roles. Meaningful care in every step.
2. Substance comes first.
High-quality natural and organic ingredients, purposeful active concentrations and fermentation. Thoughtfully balanced as a whole formula.
3. Performance and comfort belong together.
Effective care, developed with sensitive skin and long-term use in mind. No added fillers, fragrance or essential oils.
4. Consistency before constant novelty.
We refine our essentials to support a routine worth keeping.
5. Circular thinking shapes the whole product.
Ingredient origins, biodegradability after use and packaging choices all inform our decisions.
6. Care extends to people.
Quality and shared values guide our partnerships. The wellbeing of suppliers, collaborators and customers matters.
Purpose beyond materials.
Care for people, too.
Supporting local livelihoods was a central reason for choosing Ocean Waste Plastic. Recovered plastic becomes part of our bottles; collection work provides an income for local people.
The same thinking guides our ingredient partnerships. We care about the quality of what we use and the people who help make it possible.