GLM TEAM 
The global beauty industry is shifting. Where once shelves overflowed with single-purpose products and wasteful packaging, consumers are now asking harder questions about what goes into their beauty routines and what impact those choices leave behind. Clean beauty has grown from a niche to a movement, valued at $6.5 billion in 2021 and expected to more than double by 2028. The rise of upcycled cosmetic ingredients tells a similar story, moving from $231.5 million in 2021 to a projected $433.5 million by 2031. These numbers signal something powerful. Beauty is no longer only about how products make us look. It is about how they make us feel, what they stand for, and what they give back.
This is the space where ENOUGH. Beauty Health lives. Founded on the principle that byproducts are not waste but untapped potential, ENOUGH. has experienced remarkable growth of 244% over the past six months compared to the previous financial year. That trajectory is a testament not only to consumer appetite for change but also to the possibility of designing beauty differently.
Circular design is at the heart of this philosophy. Instead of filling cupboards with single-function products that eventually clutter landfills, ENOUGH. develops multi-purpose formulations and reusable packaging that extend utility and reduce waste. Every product is a statement that less can, in fact, be more.
Take the new PhytoBright Pigmentation & Dark Spot Corrector, a multi-purpose formula that not only targets hyperpigmentation but also doubles as a daily moisturiser for both face and body. Unlike traditional pigmentation serums, which are typically packaged in 30ml bottles, PhytoBright comes in an 80ml size – offering nearly three times more product, extending the life of a conventional serum while delivering the added benefit of all-over hydration. At its core is Vitisin, an upcycled active from grapevine roots that helps regulate melanin production, reduce dark spots and prevent new ones from forming. What might once have been discarded at the vineyard is now transformed into a powerful ally for brighter, smoother, more even skin.
Or consider the Vinifirm Contouring Crème. At its core is Viniferol®, a COSMOS-approved ingredient (an international standard for organic and sustainable cosmetics and raw ingredients) upcycled from grapevine shoots pruned every winter in French vineyards. Clinical studies show Viniferol® is up to 245 times more potent than caffeine in triggering lipolysis signalling, which helps the skin appear firmer and more sculpted. Rich in Shea and Mango Butters, Aloe Vera and plant oils, it blends scientific innovation with sensorial pleasure, offering hydration and nourishment alongside visible contouring results. Even the packaging follows circular principles: designed without permanent branding, the jar can be washed and repurposed, making reuse not only possible but inviting.
ENOUGH. is reframing how beauty fits into a world under pressure. Climate change, environmental degradation and consumer fatigue with empty marketing claims demand a different kind of leadership. Circular beauty is not a marketing trend, it is a necessity, and one that reimagines byproducts as resources and places sustainability at the centre of innovation.
Founder Ginette Blackbeard reflects:
“Byproducts like grape shoots, grape roots or coffee grounds are proof of what circular beauty can be. They are not waste, they are possibilities. If the industry continues to innovate with intention, beauty can become a powerful part of the solution instead of the problem.”
Later this year ENOUGH. will continue this momentum with an anti-ageing serum and hair serum. Both are further steps in building a portfolio that makes sustainability the foundation of performance, not a compromise.
ENOUGH. is not waiting for the future of beauty to arrive. It is shaping it, one byproduct at a time.
Find ENOUGH online at: https://www.its-enough.com/
IG: https://www.instagram.com/enough.beautyhealth/
About The Author
Subscribe To Our Weekly Newsletter
