CASE 07 · COMPARISON SHEET

Four brands, side by side.

The comparison sheet behind the competitor research: My Skin Feels against UpCircle Beauty, By Sarah and Balmonds, field by field. Research from public sources, checked 30 Sep to 1 Oct 2026.

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At a glance	My Skin Feels	UpCircle Beauty	By Sarah	Balmonds
Founded	2023 · Brighton	2016 · London	2017 · London	2007 · UK
Range	2 core products	45+ products	About 15 products	About 10 core products
Price	£28 to £36	About £20 to £25	£19 to £44	From £12 to £25
Instagram	20.4K	179K	36.5K	32.6K
TikTok	2.3K	6.8K	None	7.6K
Trustpilot	4.7 · 151 reviews	4.6 · 2,743 reviews	3.2 · 4 reviews	4.1 · 3,398 reviews
Retention tools	None visible	Subscribe and save 15%, loyalty	Sets about 20% off	Subscribe and save 20%, rewards, referral

The client

My Skin Feels

Website

UK: www.myskinfeels.com

US: us.myskinfeels.com

Social media

Instagram: www.instagram.com/myskinfeels/ (20.4K followers)

TikTok: www.tiktok.com/@myskinfeels (2.3K followers, 32.5K likes)

Facebook: www.facebook.com/myskinfeels/ (578 followers)

Pinterest: www.pinterest.co.uk/myskinfeels/

LinkedIn: uk.linkedin.com/company/my-skin-feels

No YouTube channel linked from the website.

(Counts checked 30 Sep to 1 Oct 2026)

Summary

Overview: natural, vegan skincare made from rescued food waste (by-products of organic ketchup, olive oil, oats and orange juice), formulated for sensitive and eczema-prone skin.

Location: Brighton, UK.

Established: 2023 (launched mid-2023, about 3 years old).

Founder: Danielle (Dani) Clementina Close, 15+ years in beauty and wellness, including the original Charlotte Tilbury team.

Vision: "to prove that sustainability and high performance can coexist without compromise." Five-year goals: rescue 500,000 tonnes of food waste, patent rescued-food ingredients for eczema relief, and become a household name in conscious beauty.

Milestones: £50k for 20% from Deborah Meaden and Gary Neville on BBC Dragons' Den (Feb 2026); Best Small Brand, Marie Claire UK Skin Awards; #85 in Startups 100 (2026); stocked at Whole Foods and Credo Beauty (US).

Digital presence: Shopify store with UK and US sites and press logos (Vogue, GQ, Elle). Instagram is the main channel, posting several times a week; TikTok and Facebook are small. No email signup offer, subscription or rewards programme visible on the site (30 Sep 2026).

Products

Two core products:

My Skin Feels Clean: foaming face wash, 100ml
My Skin Feels Moisturised: hydrating face moisturiser

Plus bundles (Dynamic Duo, Moisturised Bundle), Vibey Travel Set, Vibey Wash Bag and gift cards.

Unique features: ingredients fermented from rescued food by-products; over 99% natural, 100% vegan, cruelty-free; microbiome-friendly; recyclable packaging; 1% of sales donated to the Brighton & Hove Food Partnership to fight food waste.

Price

Premium pricing, highest per product in this comparison:

Clean (100ml): £28.00
Moisturised: £36.00
Dynamic Duo: £57.60 (bundle saving)
Moisturised Bundle: £96.00
Vibey Travel Set: £75.00
Vibey Wash Bag: £32.00

Strategy: premium single products, discount only through bundles. No subscribe-and-save or loyalty discount visible.

Audience

Women about 25 to 45 with sensitive, reactive, eczema-prone or rosacea-prone skin who care about sustainability and food waste (hypothesis from brand positioning and reviews)
Parents buying for children with eczema (several reviews mention daughters)
Eco-conscious shoppers in premium natural stores (Whole Foods, Credo)

Results and reviews

Trustpilot: 4.7/5 from 151 reviews

Website: 457 reviews, 88% five-star

"Within 3 days her eczema had cleared up!! This product had made her so happy." (Joanne Johnstone, Trustpilot, 4 Sep 2026)

"It cleared up my itching hands in one day of use... also reduced the redness in my face due to Rosacea." (Mrs Cooke, Trustpilot, 12 Sep 2026)

Critical: "For the price, I think there are better products." (Adrienne Williams, website review)

Strengths

Most distinctive story in the set: the only brand turning rescued food into skincare for eczema-prone skin
Founder credibility plus national TV exposure and two well-known investors from Dragons' Den
Strong reviews describing visible eczema and itch relief
Awards and premium stockists (Whole Foods, Credo) despite being only 3 years old
Active, growing Instagram community

Weaknesses

Very narrow range (2 core products) limits basket size and reasons to come back
Highest prices in the set with no subscription, rewards or referral scheme to keep customers buying
Small TikTok and Facebook presence
Limited UK retail presence (markets, events, pop-ups)
Eczema claims rely on customer reviews; clinical trials are planned but not done yet
No visible email capture offer on the website

Competitor 01

UpCircle Beauty

Website

UK: upcirclebeauty.com

Separate EU and US websites

Social media

Instagram: www.instagram.com/upcirclebeauty/ (179K followers)

Facebook: www.facebook.com/upcirclebeauty/ (62K followers)

TikTok: www.tiktok.com/@upcirclebeauty (6.8K followers, 133.4K likes)

X: x.com/upcirclebeauty

LinkedIn: www.linkedin.com/company/upcirclebeauty

(Counts checked 1 Oct 2026)

Summary

Overview: the UK's best-known upcycled beauty brand. Skin, hair and body care made from by-products of the food and drink industry, starting with spent coffee grounds and argan shells. Direct competitor on the upcycled angle.

Location: London, UK (London warehouse; ships to the EU and US).

Established: 2016 (about 10 years old).

Founders: siblings Anna and Will Brightman, who started in their early twenties with a £17,000 Virgin StartUp loan.

Vision: "leave the world better than we found it by transforming ingredients that would otherwise be discarded into natural, organic beauty products."

Scale: 45+ core products, sold in about 50 countries, 600,000+ customers, 50+ awards, B Corp certified since 2022 (score 96.3), Forbes 30 Under 30.

Digital presence: the largest social following in this set, posting on Instagram almost daily. A polished Shopify site with bundles, subscribe and save, a loyalty programme, student and NHS discounts, and free UK delivery over £40.

Products

45+ products across face, eye, body and hair care. Heroes:

Coffee Face Scrub with rosehip oil (100ml)
Powder to Foam Face Wash (willow bark, papaya enzymes)
Eye Cream with hyaluronic acid and coffee
SPF 25 Mineral Sunscreen
Peptide Serum, Ceramide Gel Moisturiser
Haircare range (since 2023) and a Menopause Skin Set

Unique features: every product uses an upcycled ingredient; vegan, cruelty-free, plastic-free packaging; travel sizes, refills and sample packs.

Price

Mid-market, value-led:

Coffee Face Scrub: £19.99 (100ml)
Powder to Foam Face Wash: £21.99
Eye Cream: £23.99
Peptide Serum / Ceramide Gel Moisturiser: £24.99
SPF 25: £19.99 on sale (from £27.99)
Bundles: £19.99 to £71.99, saving 10% to 30%

Strategy: accessible core price around £20 to £25, frequent sales, subscribe and save at 15%, free delivery over £40.

Audience

Broad eco-conscious shoppers in their 20s to 50s who want natural products at a fair price
Menopause and mature skin (dedicated set)
Students and NHS workers (dedicated discounts)
Gift buyers
International customers in the EU and US

Results and reviews

Trustpilot: 4.6/5 from 2,743 reviews

Website claims 30,000+ five-star reviews

"Fantastic company and products. Great website clearly showing the great products that they use, easy to use ordering and fast delivery." (Sarah, Trustpilot, 24 Sep 2026)

Critical: "Excessive advertising maybe. Ur everywhere!" (Janet, Trustpilot, 23 Sep 2026)

Strengths

Category leader in upcycled beauty, with 10 years of brand recognition
Large range lets customers build a whole routine with one brand
Accessible prices around £20
Biggest social reach of the set (179K Instagram, 62K Facebook)
B Corp credentials and many awards
Strong retention tools: subscribe and save, loyalty programme, bundles, sample packs
International websites

Weaknesses

Broad positioning: not built around eczema or sensitive skin, so weaker with that audience
Its hero product is a physical coffee scrub, which can be too harsh for very sensitive skin
Heavy discounting and ad frequency (a review complains it is "everywhere")
TikTok is small compared with its Instagram
With 45+ products, the upcycling story is spread across many items

Competitor 02

By Sarah

Website

bysarahlondon.com

Social media

Instagram: www.instagram.com/bysarahlondon/ (36.5K followers)

Facebook: www.facebook.com/bysarahlondon (2.9K followers)

Pinterest: uk.pinterest.com/bysarahlondon/

X: x.com/bysarahlondon (no posts)

LinkedIn: www.linkedin.com/company/by-sarah-london

No TikTok or YouTube linked from the website.

(Counts checked 1 Oct 2026)

Summary

Overview: natural skincare for sensitive skin, recently extended into gut health with a daily probiotic ("Gentle care for sensitive skin, inside and out"). Closest competitor on founder story and sensitive-skin positioning.

Location: London brand; products were hand-blended in a West Sussex studio (Forbes, 2019).

Established: 2017 (about 9 years old).

Founders: sisters Sarah and Lauren Murrell. When Lauren was treated for acute myeloid leukaemia, Sarah became her stem cell donor and created gentle formulas for her damaged skin.

Vision: skincare for sensitive skin that is "natural, soothing and restorative" and beautiful, instead of clinical "problem skin" products.

Credentials: B Corp, vegan, cruelty-free, Made in Britain; Macmillan Cancer Support partner; stocked at Ocado; patron of the British Beauty Council.

Digital presence: a polished website with on-page reviews (4.92/5 average). Instagram is the main channel, posting several times a week; Facebook is small and there is no TikTok.

Products

About 15 products plus sets:

Facial oils: Hero Facial Oil, Vitamin C+E, Bakuchiol (natural retinol alternative), Ally Recovery Blemish Oil
Balancer Cream Cleanser, Reviver Hydrating Mist
Tender Skin Balm, Maven Daily Moisturiser, Miracle Eye Cream
Serene Daily SPF 50+
Flora Daily Biotic probiotic supplement
Sets: Sensitive Skin Starter Set, Skin Resilience Trio for blemish-prone skin

Unique features: a skin plus gut health approach; formulas suited to skin sensitised by cancer treatment; a full step-by-step sensitive-skin routine.

Price

Premium-mid:

Maven Daily Moisturiser: £19.00
Miracle Eye Cream: £20.00
Tender Skin Balm: £26.00
Serene SPF 50+: £27.00
Hero Facial Oil: £36.00
Balancer Cream Cleanser: £39.00
Ally Blemish Oil: £44.00
Probiotic: £36.00
Sets: £38.40 to £94.40 (Sensitive Skin Starter Set £88.00)

Strategy: a wide price ladder, with an entry moisturiser at £19 and premium oils and cleanser, with sets at about 20% off.

Audience

Women 30+ with sensitive, reactive or blemish-prone skin
People going through or recovering from cancer treatment, and their families (Macmillan partnership)
Wellness-minded shoppers interested in the link between gut and skin health

Results and reviews

Website: 4.92/5 average

Hero Facial Oil: 4.9/5 from 1,475 reviews

Balancer Cream Cleanser: 4.9/5 from 551 reviews

Hero Facial Oil rated #1 by The Independent

"I cannot be without this product it leaves my skin feeling nourished." (Lisa Tyler, Trustpilot, 17 Nov 2024)

Critical: "customer service is poor" (JT, Trustpilot, 11 Oct 2025). Trustpilot has only 4 reviews (3.2/5).

Strengths

Emotional founder story with credibility from the Macmillan partnership
Full sensitive-skin routine (cleanse, mist, oil, moisturise, SPF), which supports bigger baskets
B Corp status, awards and press (Vogue, Grazia, Women's Health)
Strong on-site reviews for hero products
Gut health extension adds a second reason to buy

Weaknesses

No TikTok and a small Facebook (2.9K)
Thin third-party review footprint: 4 Trustpilot reviews, including a customer service complaint
Several single products are priced at £36 to £44
Moving into supplements may blur its skincare focus
Inactive X account still visible

Competitor 03

Balmonds

Website

UK: balmonds.co.uk

International: balmonds.com (also sites for the US and China)

Social media

Instagram: www.instagram.com/balmonds_skincare/ (32.6K followers)

TikTok: www.tiktok.com/@balmonds_skincare (7.6K followers, 16.4K likes)

Facebook: www.facebook.com/balmondsUK/ (the link on their website shows "content isn't available", checked 1 Oct 2026)

LinkedIn: uk.linkedin.com/company/balmonds-skincare-ltd

(Counts checked 1 Oct 2026)

Summary

Overview: natural skincare for eczema, psoriasis, dermatitis and dry, sensitive skin, for all ages including babies. Direct competitor on the eczema angle.

Location: UK (head office not stated on the website).

Established: 2007 (about 19 years old); originally called Purepotions, then rebranded as Balmonds.

Founder: Natalie Balmond. Acquired by Silverwood Brands PLC in Dec 2022 for £8 million.

Mission: "Natural skincare products for all"; tagline "Real Skin. Real Comfort."

Retail: Boots (since 2025), Holland & Barrett, Ocado and pharmacies. Silverwood expects Balmonds to "return to strong growth over the next two years" (April 2026).

Digital presence: Shopify sites with a skin quiz, rewards, subscribe and save (20%), refer a friend (£10 each) and 8,900+ reviews. Active on Instagram and TikTok; the Facebook link on the website is broken.

Products

About 10 core products plus sets:

Skin Salvation balm (hero): 10 ingredients incl. beeswax, hemp seed oil and calendula; suitable from 6 weeks old
Gentle Face Wash, Tea Tree Face Wash
Super 7 Serum, Omega-Rich Facial Oil, Omega-Rich Cleansing Oil
Daily Moisturiser, Cooling Cream, Intensive Hand Cream
Face the Day SPF30, Body Hand & Hair Wash, scalp care

Unique features: short ingredient lists, fragrance-free, dermatologist and paediatrician approved, baby-safe; user-trial claims (98% say Skin Salvation does not sting).

Price

Value pricing, lowest in this comparison:

Intensive Hand Cream: from £12.00
Skin Salvation: from £15.00 (50ml)
Gentle Face Wash: £16.00
Daily Moisturiser: from £16.00
Super 7 Serum: £20.00
Face the Day SPF30: £25.00
Sets: £20.00 to £70.00

Strategy: pharmacy-friendly prices, large family sizes, subscribe and save at 20%, and rewards points.

Audience

Adults and families living with eczema, psoriasis or dermatitis
Parents of babies and young children with dry or eczema-prone skin
Pharmacy shoppers looking for a natural alternative (Boots, Holland & Barrett)

Results and reviews

Trustpilot: 4.1/5 from 3,398 reviews (88% five-star)

Skin Salvation: 4.65/5 from 3,578 reviews

"Life changing relief. This balm has genuinely been a breakthrough for me, I can't recommend it enough." (Nicola Q, product page)

Critical: "when I bought a larger quantity of Skin Salvation (6 x 250 ml), two boxes became rancid" (Paulina Biernat, Trustpilot, 7 Jan 2026)

Strengths

19 years of eczema-specific credibility, with a hero balm backed by thousands of reviews
National retail in Boots and Holland & Barrett, plus UK, US and China websites
Lowest prices of the set
Strongest retention tools: 20% subscription, rewards, referral and skin quiz
Backed by a listed parent company

Weaknesses

Lowest Trustpilot score of the set (4.1), with product quality and customer service complaints
Functional, clinical look with less lifestyle and sustainability appeal
Broken Facebook link on the website
Growth has slowed: the owner says it needs to "return to strong growth"
Hero Skin Salvation 50ml was sold out when checked (30 Sep 2026)

Key Findings: Client and Competitors

My Skin Feels (Brighton, 2023): 2 core products at £28 to £36, the highest prices in the set. 20.4K Instagram followers, 4.7/5 on Trustpilot. No subscription, rewards or referral scheme.
UpCircle Beauty (London, 2016): the leader in upcycled beauty. 45+ products at about £20, 179K Instagram followers, 4.6/5 on Trustpilot, sold in about 50 countries. Uses subscribe and save (15%), loyalty points and frequent sales.
By Sarah (London, 2017): sensitive-skin brand with a strong founder story and a Macmillan partnership. About 15 products from £19 to £44, 36.5K Instagram followers, 4.92/5 on its own site but only 4 Trustpilot reviews. No TikTok.
Balmonds (UK, 2007): the established eczema brand, sold in Boots and Holland & Barrett. Lowest prices (from £12). 32.6K Instagram followers, 4.1/5 on Trustpilot with quality complaints. Strongest retention tools: subscribe and save (20%), rewards, referrals and a skin quiz.
Across the market: every brand is small on TikTok (2.3K to 7.6K followers), and the two biggest competitors rely on subscriptions and rewards to bring customers back.

What Makes My Skin Feels Different

The only brand combining both niches: upcycled ingredients (UpCircle's space) for eczema-prone skin (Balmonds' space). Its ingredients come from rescued food (ketchup, olive oil, oats and orange juice), a story no competitor can copy.
Customer results that match the promise: reviews describe eczema and itching clearing within days, and the Trustpilot score (4.7/5) is higher than UpCircle's and Balmonds'.
Founder credibility and fast momentum: 15+ years in beauty (original Charlotte Tilbury team), £50k investment on Dragons' Den from Deborah Meaden and Gary Neville, a Marie Claire award and a Startups 100 place, all within 3 years.
Premium natural retail early on: already stocked at Whole Foods and Credo Beauty in the US after 3 years.
A simple two-step routine (cleanser and moisturiser) that fits the trend towards fewer, gentler products.

Suggestions For My Skin Feels

Build retention, its biggest gap: add a subscribe-and-save option, replenishment emails timed to when each product runs out, and a refer-a-friend reward. This closes the gap with Balmonds and UpCircle without cutting prices.
Justify the premium price with proof: turn eczema and rosacea reviews into before-and-after stories, explain the rescued-food science in a welcome email series, and share the clinical trial results when they are ready.
Capture and segment the email list: add a signup offer on the website (none is visible today) and ask for skin concern at signup (eczema, rosacea, sensitive skin, parent buying for a child), then send content for each group.
Grow basket size: add a third step that fits the routine (for example a balm or SPF), and promote the existing Dynamic Duo and bundles in post-purchase emails.
Claim TikTok early: no competitor is strong there, so short videos of real customer results and the food-waste story could make My Skin Feels the first brand in this group to own the platform.

Research from public sources (brand websites, Instagram, TikTok, Facebook, Trustpilot and press), checked 30 Sep to 1 Oct 2026.

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