How a Brighton Founder Turned Ketchup, Oats and Orange Juice Waste into a Sustainable Skincare Brand

Key Highlights
Introduction
From Brighton to Beauty: Danielle Close’s unconventional career arc
Reclaiming waste: sourcing and transforming food by-products
Fermentation and skin science: what the process contributes
Design choices that speak to values: packaging, water use and manufacturing
Markets, boots-on-the-ground selling and the discipline of pitching
Funding pathways: dragons, angels and the economics of early-stage beauty brands
A brand beyond beauty: ethics, community and an integrated identity
What My Skin Feels signals about the wider beauty industry
Practical takeaways for founders and small beauty brands
What consumers should look for when choosing upcycled or fermented skincare
The cultural context: Brighton values, localism and brand narrative
Risk management and regulatory considerations for upcycled cosmetics
Looking ahead: scaling without compromise
FAQ

Key Highlights

My Skin Feels transforms fermented by-products from food manufacturing—tomato ketchup, olive oil, oats and orange juice—into two natural, vegan skincare products manufactured locally in the UK.
Founder Danielle Close launched the brand after roles on Charlotte Tilbury’s founding team and in sustainable beauty retail; she pitched on Dragons’ Den but ultimately accepted angel investment on more favorable terms.
The business emphasizes low-water formulations, recyclable aluminium packaging, local production, and a 1% sales donation to a local food-waste charity.

Introduction

A single-minded commitment to small-scale production, ingredient transparency and waste reduction lies behind a surprising proposition: skin care made from the by-products of sauce, juice and breakfast cereal manufacture. My Skin Feels, founded by Brighton-born entrepreneur Danielle Close, reframes what “natural” and “sustainable” can mean in beauty. The brand’s two-product range—a cleanser and a moisturiser—uses fermented extracts salvaged from industrial food processes, packaged in recyclable aluminium, manufactured in the UK and marketed with a focus on skin strength rather than appearance.

The story spans professional beauty at the highest level, grassroots market selling and a high-profile appearance on BBC’s Dragons’ Den. The choices Close made—from refusing a Dragons’ equity deal to accepting angel investment—illustrate the practical decisions founders must take when balancing capital, control and long-term brand values. Her approach also highlights a wider shift in the cosmetics industry toward circularity and resource-conscious formulations.

This article traces the brand’s origins, the science behind upcycled and fermented ingredients, the commercial and ethical trade-offs inherent to sustainable beauty, and practical lessons for founders and consumers navigating an increasingly crowded market.

From Brighton to Beauty: Danielle Close’s unconventional career arc

Danielle Close’s path to founding My Skin Feels reads like a condensed dossier of modern beauty-industry experience: formal education followed by a pivot into hands-on craft, training in London, and early immersion in a fast-growing cosmetics start-up. She left Brighton University after a year to train as a make-up artist and at 19 became an early intern on the Charlotte Tilbury team. Rapid promotion to roles in social media and then marketing exposed her to fashion shows and major events, and to the pace and tenacity required to scale a global brand.

Close describes that period as formative: “I was at the very beginning of the brand and really young… Start-up life is all hands on deck. It was amazing and she’s amazing, and I learned a lot from her. I learned to never accept no for an answer, as well as her tenacity and drive.” Those habits—persistence, storytelling and performance under pressure—would later prove essential when pitching her own company at markets and on national television.

After leaving Charlotte Tilbury, Close moved toward sectors that aligned with her values: sustainable fashion and natural beauty, combined with retail experience at Neal’s Yard Remedies. Those roles reinforced a growing skepticism about mainstream beauty’s reliance on opaque ingredient sourcing, unnecessary packaging and high water content. The shift from glamour and runway work to ethics and supply chains set the stage for My Skin Feels, launched in 2023 from her flat behind Hove station.

Start-up founders often talk about “phase shifts” in perspective—where the professional veneer gives way to practical concerns. Close’s trajectory shows a deliberate move from brand-building spectacle to product stewardship: less about how skin looks and more about how it feels and performs for sensitive skin.

Reclaiming waste: sourcing and transforming food by-products

The most striking consumer-facing claim from My Skin Feels is the provenance of its active ingredients: by-products salvaged from Italian food manufacturing—orange juice remnants, tomato ketchup by-products, olive oil residues and oats—reprocessed and fermented for skincare use.

Upcycling is a growing strand of sustainable beauty. Brands that turn spent coffee grounds, fruit peels or brewery waste into scrubs, serums and lotions are responding to two pressures at once: reducing food waste and cutting reliance on newly harvested raw materials. My Skin Feels draws from that playbook but adds fermentation as a processing step. Fermentation can unlock nutrients and create derivatives that are stable and skin-beneficial, while providing a second life for materials that would otherwise be discarded.

The brand’s supply chain choice—working with by-products from established Italian manufacturers—reflects a pragmatic match between availability and quality. Food-manufacturing by-products are produced in volume and, when captured at source, offer predictable chemical profiles. Instead of sourcing exotic botanical extracts or lab-synthesised actives, My Skin Feels harnesses what would be waste and reforms it into a concentrated ingredient stream.

The benefits are twofold. First, sourcing from by-products diverts material from waste streams and reduces the environmental footprint tied to ingredient cultivation and extraction. Second, repurposing existing materials avoids creating demand for new agricultural land or water resources devoted solely to cosmetic crops.

That said, upcycling in beauty requires rigorous testing and traceability. Food by-product streams must be free from contaminants, processed to cosmetic-grade standards and formulated to ensure stability and safety for sensitive skin. Local manufacturing in the UK—where cosmetics regulations and quality controls are robust—reduces risk and supports transparency about processing.

Real-world parallels help clarify the model. UpCircle (formerly UpCircle Beauty) built its early reputation on coffee grounds repurposed from coffee shops; other companies reformulate citrus peels or brewing waste. My Skin Feels differentiates through a focus on fermented food by-products and a deliberately slim product range, making supply and quality control more manageable while keeping the environmental story central.

Fermentation and skin science: what the process contributes

Fermentation has become a mainstream term in skincare vocabulary, thanks in part to Korean beauty trends and a broader interest in microbiome-friendly formulations. Scientifically, fermentation can modify raw botanical or food material to produce smaller molecules, increase bioavailability of certain compounds, and generate amino acids or antioxidants beneficial to epidermal health.

When a farmer ferments botanical matter, enzymes and microbes break down larger complex molecules—polysaccharides and proteins—into components the skin can more readily absorb or tolerate. For sensitive and eczema-prone skin, the goal is often to strengthen the skin barrier, provide hydration and supply anti-inflammatory or antioxidant compounds without irritating preservatives or fragrances.

My Skin Feels claims that its fermented extracts contain antioxidants and amino acids. Those compounds can contribute to barrier repair and resilience, supporting skin that reacts badly to harsher surfactants or alcohol-based toners. The choice of base materials—oats, olive oil residues and citrus remnants—matches ingredients traditionally associated with calming, emollient and antioxidant properties. Oats, for instance, have a long history in dermatology for their soothing beta-glucans and lipids; fermented forms may carry a more concentrated or bioavailable profile.

A practical point for consumers: fermentation in cosmetics is not a cure-all. The final product formula, preservative system, pH and overall ingredient interactions determine safety and performance. Fermented ingredients that are well-processed and combined with gentle carriers can deliver benefits; poorly controlled fermentation or inadequate preservation can pose risks. My Skin Feels’ UK-based manufacturing and clear positioning toward sensitive skin suggest a level of formulation care, but consumers with severe dermatitis should always patch-test new products and consult a dermatologist when in doubt.

Design choices that speak to values: packaging, water use and manufacturing

My Skin Feels keeps the range tight—just a cleanser and a moisturiser—while putting sustainability choices centre stage. Each decision aligns with a particular environmental or functional rationale.

Packaging: recyclable aluminium tubes. Aluminium is lightweight, infinitely recyclable and carries a higher recycling rate in some contexts than mixed plastic. It also provides an inert barrier that can improve product shelf life without heavy reliance on synthetic preservatives. For brands targeting simple lines and refill models, aluminium offers a premium aesthetic while supporting circularity if consumers actually recycle.
Water footprint: no “new water” used because of upcycled orange juice. Water is a dominant ingredient in many cosmetic formulas and a key environmental pressure in product manufacturing. A formulation that reduces added water—either by using concentrated extracts, fermented liquids derived from food by-products, or anhydrous formulations—can lower the product’s overall water footprint. This claim requires transparent sourcing and verification, but it aligns with consumer concerns about water scarcity and the hidden water costs of consumer goods.
Local manufacturing: produced in the UK. Localised manufacturing reduces transport emissions for the final stages of production, allows closer oversight of quality controls, and can shorten lead times for small-batch production. It also supports local employment and builds trust through traceable production practices.
Social commitment: donating 1% of sales to Brighton and Hove Food Partnership. That model connects the brand’s ingredient story—reclaiming food by-products—with an effort to reduce food waste locally. It is modest in scale but signals a community-focused approach rather than purely brand-oriented philanthropy.

Each of these choices carries trade-offs. Aluminium, while recyclable, requires energy-intensive smelting. Local manufacturing can be more costly than overseas subcontracting, pressuring margins that can be tight for small brands. Offering only two products limits market penetration but tightens quality control and brand messaging. Those trade-offs are strategic, not accidental; the coherence between ingredient sourcing, packaging and community giving makes My Skin Feels’ positioning credible.

Markets, boots-on-the-ground selling and the discipline of pitching

Close’s route to market relied heavily on in-person selling. Rather than launching online only, she took to markets “rain or shine,” refining her pitch and learning frontline customer feedback. That tactical choice shaped both product development and brand voice.

Market selling forces clarity. Customers ask direct, sometimes tough questions about scent, texture, price and uses. For a product aimed at sensitive and eczema-prone skin, the ability to demo texture, invite trials and capture immediate feedback is invaluable. Repeated market presence also builds a local following, word-of-mouth and brand recognition that can translate to online traction.

Those repeated interactions prepared Close for a more intense test: Dragons’ Den. The BBC show condenses negotiation into a high-stakes pitch where valuation, equity, narrative and charisma collide under time pressure. On air, three Dragons—Peter Jones, Deborah Meaden and guest investor Gary Neville—offered the total amount Close requested, but demanded double the equity she had proposed. She accepted at the time, to be split between Meaden and Neville.

This moment highlights the split-second decisions founders often face. In the limelight, accepting a deal can be a rational choice to secure funding and distribution. But entrepreneurs also weigh the dilution of ownership against future control and value creation. After filming, Close decided 20% for £50,000 did not reflect the business’s worth and declined the deal when offered more favorable terms from angel investors.

Those follow-up negotiations are instructive. Television pitches can create momentum, but founders retain the right to make the long-term decision that aligns with their strategy. Close’s instinct—preferring investors who offered a larger cheque for a smaller percentage—reduced early dilution and likely preserved governance and strategic autonomy.

Practical lessons emerge for founders preparing to pitch:

Know your minimum acceptable equity and valuation before entering negotiations.
Practice concise storytelling but plan for deeper homework questions about margins, customer acquisition costs and supply chain.
Use public exposure to attract multiple offers, then evaluate terms beyond cash—mentorship, networks and distribution matter.
Maintain professional relationships even when declining offers; business circles are small and reputations endure.

Close’s social-media follow-up—explaining she felt “bummed out” about the Dragons’ demand for extra equity—was candid. That transparency matters to consumers and fellow founders. It also revealed a simple business truth: money is not the only factor; valuation and future dilution are strategic considerations.

Funding pathways: dragons, angels and the economics of early-stage beauty brands

The Dragons’ Den episode distilled a classic funding dilemma. Close sought £50,000 for 10% of her business. The Dragons’ counter of the same capital for 20% implied a lower valuation and greater immediate dilution. Angel investors later offered more capital for less equity, a proposition Close accepted.

Understanding why founders choose angels over visible brand-name investors requires unpacking differences in capital sources:

Dragons/celebrity investors: offer capital, visibility and often a valuable network. Their involvement can accelerate brand awareness and open doors to retail deals. However, high-profile investors may demand significant equity or board control, and their public image can overshadow the founder’s story.
Angel investors: typically provide smaller cheques than VCs but on more flexible terms. Angels often invest earlier, can accept smaller ownership stakes for higher valuations, and may offer mentorship tailored to the founder’s sector. Groups of angels can syndicate larger rounds while keeping ownership dilution manageable.
Venture capital: suited to high-growth targets aiming for rapid scaling and large market share. VC investment often comes with aggressive growth targets and governance expectations.

For a brand like My Skin Feels—small product range, values-driven, local manufacturing—angel investment can be the ideal match. It provides runway without the pressure of hypergrowth targets that could compromise production ethics or ingredient sourcing. Close’s decision to accept angels who offered a “much bigger amount of money for a much smaller percentage” kept ownership and decision-making largely intact while securing capital to scale.

Founders should map funding to strategy. If the aim is to keep manufacturing local, use specific ingredient suppliers, and maintain a slow-growth ethos, then take funding that supports that model. Accepting capital that requires rapid scaling or cost-cutting via offshore production may deliver short-term revenue but erode the brand’s raison d’être.

A brand beyond beauty: ethics, community and an integrated identity

My Skin Feels positions itself as more than a product line. It claims a Brighton sensibility—concern for how you feel rather than how you look—and ties the ingredients narrative to local impact. The brand donates 1% of sales to Brighton and Hove Food Partnership, linking its supply-side upcycling method with an effort to reduce food insecurity and waste locally.

That alignment between material claims and charitable action strengthens the social proof of the brand. Consumers increasingly favour brands that align product claims with tangible community outcomes rather than performative greenwashing. For a small brand, even a modest donation can catalyse local partnerships, press coverage and customer loyalty.

An unusual aspect of Close’s profile is her parallel career as a psychic medium. She trained in mediumship for seven years and sees clients weekly. That dimension of her identity is personal and separate from product development, yet it contributes to a coherent personal brand: someone oriented to wellbeing, sensitive listening and relational care. For some consumers this is a differentiator; for others it is neutral. From a business perspective, authenticity matters. Close’s wide-ranging background—from high-fashion beauty to spiritual practice—feeds a narrative of compassion-driven entrepreneurship rather than a purely market-seeking founder persona.

Businesses are often judged by coherence: do the message, products and actions reinforce one another? My Skin Feels’ small product suite, ingredient story, local manufacturing and community donations form a consistent set of choices that deliver that coherence.

What My Skin Feels signals about the wider beauty industry

The company’s strategy reflects larger currents within cosmetics:

Increasing consumer demand for transparency: buyers now expect to know where ingredients come from and how a product is made. Upcycling and traceable supply chains answer that demand.
Water-conscious formulations: consumers and regulators are scrutinising the hidden water costs of consumer products. Brands that reduce added water or reuse industry streams gain a sustainability advantage.
Minimalism and functionalism: smaller product ranges that focus on core benefits—cleanse and moisturise, in this case—respond to consumer fatigue with oversized collections and marketing noise.
Localisation and short supply chains: manufacturing close to market reduces transport and enables tighter quality control, a priority for sensitive-skin formulations.
Alternative capital flows: founders are increasingly aware that traditional celebrity or VC money can come with trade-offs. Angel networks, crowdfunding and revenue-based financing offer growth capital with different expectations.

These trends are not limited to My Skin Feels. Established indie brands have scaled by aligning to one or more of these pillars—transparent sourcing, refillable or recyclable packaging, and community commitments. Larger legacy companies have begun acquiring or launching sub-brands to capture sustainability-minded consumers. The result is a mix of new entrants and incumbents jockeying over credibly green positioning.

A remaining challenge for the industry is verification. Sustainable claims require standardised metrics and independent auditing. Consumers often cannot decode greenwashing; therefore third-party certifications, transparent ingredient lists and life-cycle data will be decisive in the coming years.

Practical takeaways for founders and small beauty brands

Founders in beauty can extract concrete lessons from My Skin Feels’ early phase:

Start small and iterate: a tight product line reduces inventory risk and simplifies quality control. Two well-made products can create a loyal customer base.
Use markets to refine products: physical selling accelerates product learning and builds a direct relationship with customers. Market stalls function as low-cost user-research sessions.
Know your valuation boundaries: decide in advance the minimum stake you will accept and the valuation that justifies dilution. Visibility is valuable, but it rarely substitutes for fair financial terms.
Prioritise supply-chain transparency: using upcycled materials requires rigorous traceability, documentation and testing. Choose manufacturing partners who will support that rigor.
Align packaging with function and recyclability: packaging choices should consider recycling infrastructure and product stability. Aluminium offers benefits but carries its own environmental costs.
Consider funding alignment: match investor expectations to strategic goals. Angel investors can be a good fit for brands that prioritise steady, ethical growth without surrendering control.
Communicate honestly: being transparent about funding decisions, product provenance and brand values builds trust. Close’s public explanation about declining the Dragons’ deal demonstrated that openness.
Balance authenticity and scale: brands that scale quickly may have to compromise on sourcing or manufacturing. Decide early which compromises are off-limits.

These practical steps help founders preserve the value proposition that differentiates them while building a viable business.

What consumers should look for when choosing upcycled or fermented skincare

For shoppers attracted to the idea of upcycled and fermented products, a checklist helps separate credible brands from marketing:

Ingredient provenance: does the brand explain where by-products come from and how they are processed? Look for clear supply-chain descriptions.
Manufacturing standards: products made in regulated jurisdictions are more likely to meet safety and stability standards.
Clinical or third-party testing: look for patch-test results, dermatological endorsements or clinical data that support claims about suitability for sensitive skin.
Packaging transparency: recyclable materials are preferable, but check whether the brand's packaging is actually recyclable in your local waste stream.
Minimal irritants: fragrance-free, low-alcohol formulas tend to be more suitable for sensitive or eczema-prone skin. Brands targeting these markets should avoid common irritants.
Social commitments: genuine community partnerships and consistent charitable giving are positive signs, but evaluate the scale and transparency of such commitments.
Return policies and customer service: smaller brands that rely on direct selling should have clear return or advice pathways for customers with adverse reactions.

Combining these criteria enables consumers to make informed choices, and pushes brands toward better disclosure.

The cultural context: Brighton values, localism and brand narrative

Close explicitly ties My Skin Feels to Brighton values: “it’s not about how you look but how you feel.” That phrasing captures a cultural stance popular in coastal and progressive UK cities, where wellness, sustainability and community are often central to consumer identity.

Building a brand anchored to local values can offer a competitive edge. It eases local press coverage, builds early adopters in nearby markets and creates a testbed for product evolution. It also cushions the brand’s narrative from criticisms of “greenwashing” because the local connection can be verified through partnerships and events.

But localism has limits. If the brand seeks national or international growth, it must translate its message beyond Brighton’s cultural context while maintaining authenticity. Replicable systems—transparent ingredient sourcing, manufacturing partnerships and community donation structures—ease that scaling.

Close’s earlier experience with global beauty at Charlotte Tilbury gives her credibility in navigating that translation. She has navigated both the spectacle of global launch and the discipline of community markets; that blend can help the brand scale without losing its core identity.

Risk management and regulatory considerations for upcycled cosmetics

Upcycling introduces specific regulatory and quality challenges:

Contaminant control: food by-products may carry residues of pesticides, heavy metals, or processing contaminants. Companies must test and certify materials to cosmetic standards.
Preservation and microbiological safety: fermented or water-rich ingredients can support microbial growth if not properly preserved. Formulations need robust preservation systems compatible with sensitive-skin positioning.
Label transparency and claims: regulatory authorities scrutinise claims like “suitable for eczema-prone skin” or “99% natural.” Brands must ensure substantiation through testing and precise ingredient listing.
Allergens and product recalls: food-derived ingredients may carry allergenic proteins. Brands must assess allergic potential and include appropriate warnings.

UK and EU cosmetics regulation requires responsible person designation, product information files (PIF) and notification systems. Small brands benefit from partnering with experienced cosmetic chemists and contract manufacturers who understand these obligations.

From a risk perspective, local manufacturing can be an advantage. Closer oversight over production pipelines and faster corrective actions reduce latency between issue detection and remediation. Insurance and quality-control protocols should be scaled in step with growth.

Looking ahead: scaling without compromise

The future for brands like My Skin Feels hinges on balancing scale with integrity. There are paths to grow while keeping the core proposition intact:

Transparent scaling of sources: secure multiple by-product suppliers and build traceable sourcing contracts so supply scales predictably.
Mix of direct and retail channels: retain a strong direct-to-consumer channel for feedback and margins while selectively pursuing ethical retail partners that respect the brand identity.
Product line expansions that align with values: complementary products—suncare, a balm, or a body oil—can grow average order value without diluting the central ethos.
Certification and third-party audits: invest in verifiable sustainability credentials to reassure buyers as the brand enters larger markets.
Strategic partnerships: collaborate with local organisations, like Brighton and Hove Food Partnership, and selective influencers who reflect the brand’s authenticity rather than chasing celebrity endorsements.

Scaling sustainably also requires the discipline Close learned early in her career: measured acceptance of capital, careful control over formulation standards and the habit of telling a clear, honest story to consumers and investors alike.

FAQ

Q: What makes My Skin Feels’ ingredients sustainable? A: The brand sources by-products from food manufacturing—orange juice, tomato ketchup, olive oil and oats—that would otherwise be waste. These materials are fermented and reformulated into cosmetic ingredients, reducing demand for new raw materials and lowering the product’s water footprint by using existing liquid streams.

Q: Are fermented ingredients safe for sensitive or eczema-prone skin? A: Fermentation can increase the bioavailability of beneficial compounds and may yield amino acids and antioxidants that support barrier function. Safety depends on controlled fermentation, proper preservation and final formulation. My Skin Feels positions its products for sensitive and eczema-prone skin; consumers with severe conditions should patch-test and consult a healthcare professional.

Q: Why did Danielle Close decline the Dragons’ Den offer after filming? A: Close initially accepted an offer on the show where investors proposed £50,000 in exchange for 20% of the business. After reflection and subsequent offers from angel investors who proposed more capital for less equity, she chose the angel route. Her decision balanced long-term control and valuation against the immediate appeal of Dragons’ exposure.

Q: What are the advantages of using aluminium tubes for packaging? A: Aluminium is infinitely recyclable and provides an effective barrier to air and light, which can improve product shelf life. It supports a premium appearance and fits refill-oriented or recyclable packaging strategies. Consumers should check local recycling facilities to ensure aluminium tubes are collected in their area.

Q: How can consumers verify upcycled claims? A: Look for transparent supply-chain information, independent testing or certification, clear ingredient lists and evidence of manufacturing standards. Brands that disclose supplier names, offer PIF-related documentation when requested, or partner with reputable manufacturing facilities increase credibility.

Q: Is local UK manufacturing important? A: Local manufacturing reduces transit emissions for final production steps, facilitates oversight of product quality and can shorten the time from recipe to market. For sensitive-skin products, proximity to contract manufacturers with strong regulatory experience is an advantage.

Q: How does angel investment differ from appearing on Dragons’ Den? A: Angels typically invest private capital and often offer smaller sums with more flexible terms. Celebrity or TV investors can provide capital and publicity but may demand larger equity stakes or more control. The right choice depends on the founder’s priorities around control, growth pace and access to networks.

Q: Where can I buy My Skin Feels products? A: My Skin Feels began with direct market selling and online channels. For current stockists, local market schedules or the brand’s website and social channels will list where products are available.

Q: Does donating 1% of sales make a meaningful impact? A: Donation scale matters. While 1% may be modest, it ties the brand’s business model to local impact and builds relationships with organisations like Brighton and Hove Food Partnership. For small brands, consistent, transparent giving can be more meaningful than one-off large donations.

Q: What should beauty founders prioritize if they want to build an ethical brand? A: Prioritise traceable sourcing, rigorous testing, honest marketing, and funding partners whose expectations align with long-term brand values. Keep the product range focused early on, validate propositions with customers through direct selling, and be explicit about trade-offs you will and will not make.

This profile of My Skin Feels captures a precise moment in contemporary beauty: founders testing the boundaries of circular supply, consumers demanding clarity, and entrepreneurs balancing capital with values. Danielle Close’s story—from beauty start-up floors and global fashion shows to local markets and careful funding choices—illustrates how one entrepreneur is reimagining what “natural” and “sustainable” can deliver for skin, community and business.

How a Brighton Founder Turned Ketchup, Oats and Orange Juice Waste into a Sustainable Skincare Brand

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