grums
grums is an Aarhus-based company that uses residual products from coffee production, specifically coffee grounds, as an active ingredient in skincare products. By integrating local upcycling and natural formulations into their development process, grums help to utilise an overlooked resource while creating functional products for everyday use. Their approach combines scientific documentation, transparency, and a practical application of circular thinking.
Vi tror på, at hudpleje skal være effektiv, gennemsigtig og bæredygtig. Derfor kombinerer vi upcycling, naturlige ingredienser og æstetik i produkter, der respekterer både mennesket og miljøet.
grums
Et af grums' produkter, 'Raw Espresso Face Scrub + Mask'
Ingredients and Skincare Benefits
grums prioritises transparency and efficacy in its products:
- Coffee grounds:
Contain antioxidants, caffeic acid, and a coarse texture that contribute to exfoliation, improved blood circulation, and stimulation of collagen production. - Natural ingredients:
Products are free from perfume, parabens, and harmful chemicals, making them suitable for sensitive skin. - Transparency:
grums translates all ingredients in their products beyond the legally required INCI names so consumers can easily understand what they are using.
Partners involved
grums’ business model is built on a locally anchored, carefully considered ecosystem:
- Coffee suppliers:
Coffee grounds are collected from cafés in Aarhus, including La Cabra. This ensures a fresh, local input to production, using raw materials that would otherwise be discarded. - Production and formulation:
All products are developed in Denmark, focusing on natural, fragrance-free ingredients that are free from parabens and harmful chemicals. - Packaging partners:
grums use low-impact packaging solutions, including bioplast made from sugarcane and recyclable materials such as glass and aluminium. - Distribution:
Products are sold through the company’s own webshop as well as via retail partners and distributors in Denmark and abroad. - Environmental data and certification:
grums measures and reports the CO₂ footprint of its products based on the GWP100 standard and works with independent third parties to ensure verified and comparable climate information.
Opportunities and Challenges
Opportunities:
- Waste as a resource:
Coffee grounds, normally considered waste, are transformed into a functional ingredient with exfoliating, moisturising, and antioxidant properties. - Product differentiation:
The combination of local sourcing, transparency, and a circular concept creates a unique story in a competitive skincare market. - Environmentally conscious consumer behaviour:
An increasing number of consumers are seeking demonstrably responsible products without compromising on quality.
Challenges:
- Scalability:
Collecting, sorting, and drying coffee ground on a scale requires logistical solutions and quality assurance. - Consumer understanding:
Communicating the benefits of upcycling and natural ingredients requires clear messaging and education. - Cosmetic regulation:
Products must meet extensive requirements for documentation, safety, and traceability in the EU and export markets.
Solution
grums has developed an integrated production and development model in which coffee grounds from local cafés are processed and used as a core ingredient in a range of skincare products - including scrubs, masks, and creams. The raw material is handled gently to preserve its bioactive content, and production takes place in Denmark with a focus on quality and responsibility.
The company works systematically with CO₂ calculations based on the GWP100 standard (Global Warming Potential over 100 years), making environmental impact measurable and comparable. To ensure credibility, grums collaborate with independent certification partners who validate the calculations. This enables both end users and business partners to make informed decisions based on verified data.
Results and Environmental/Climate Impact
Results:
- Product development: A complete skincare range has been created with coffee grounds as the central ingredient.
- Market penetration: grums has achieved international attention and presence in both retail and online sales.
- Customer loyalty: A clear focus on honesty, function, and responsibility has created a stable customer base.
Environmental effects:
- Waste reduction: Large volumes of coffee grounds are repurposed instead of ending up as residual waste.
- CO₂ transparency: Product climate footprints are documented and published in collaboration with third parties.
- Local circularity: Local sourcing and production reduce transport needs and resource use.
Conclusion
grums demonstrates how an overlooked residual product can become a valuable resource through innovation and responsible product development. By combining local upcycling with honest and documented climate action, the company creates functional products while contributing to a more circular approach in the cosmetics industry. This case shows that it is possible to create genuine value and trust – for both the environment and the market - through transparency, quality, and locally rooted production.