Skincare with a Conscience: The Circular Philosophy Behind grums.

At Deed Industries, we seek out brands that challenge the norm—those that rebel against waste, secrecy, and harm in favor of thoughtful, sustainable alternatives. That’s why we’re proud to stock grums, a skincare line built on circular principles and powered by the simple belief that less can do more.

A New Standard for Skincare
grums doesn’t just create skincare—they create a better way to care. Here’s how they challenge convention:

Quality > Quantity
Fewer, better products that do more. No unnecessary clutter, just refined essentials that work.

Circularity > Linearity
In a world of waste, grums embraces reuse. Their formulations are made using upcycled coffee grounds—repurposing what others discard into nourishing skincare ingredients.

Transparency > Secrecy
Say goodbye to confusing labels. With grums, what you see is what you get: full ingredient transparency, allergy-friendly formulas, and no greenwashing.

Healthy > Harmful
No harsh chemicals, no shortcuts. Every product is powered by clean, plant-based ingredients chosen for their effectiveness and skin benefits.

From Waste to Wonder
Founded in Aarhus, Denmark, grums began with a question: what if coffee grounds weren’t waste? Rich in antioxidants, oils, and natural exfoliants, spent coffee grounds became the heart of their circular skincare. In their in-house lab, these grounds are transformed into high-performing ingredients—oil, fiber, and extract—helping to reduce CO₂ emissions and cut down on raw material consumption.

Their packaging? Recyclable. Their commitment? Total. From sourcing to production, every step honors the planet and your skin.

Why It Matters
In a beauty world overflowing with excess, grums offers something rare: simplicity, clarity, and integrity. At Deed Industries, we believe true luxury is about aligning your ethics with your aesthetics. Choosing circular skincare is one small deed that can have a big impact.

Discover the grums range and explore how conscious beauty can feel as good as it looks.