Hong Kong-based beauty brand Pretti5 is turning discarded Arabica coffee beans into active skin care ingredients as part of its new Green Coffee concept, an initiative aimed at merging sustainability with product innovation.
The DTC brand, which has historically focused on integrating principles and ingredients from traditional Chinese medicine (TCM) into skin care product formulations, is expanding into the initiative following a successful entry into the US market, as previously reported by CosmeticsDesign Asia in late 2023.
“By utilizing discarded coffee beans, we demonstrate our commitment to reducing waste and promoting environmental responsibility,” Rei Katagata of Pretti5’s R&D team told CosmeticsDesign US. The Green Coffee concept reflects the brand’s broader mission to develop effective skin care solutions while minimizing environmental impact and retaining the brand’s roots in TCM.
A unique extraction process
The shift towards upcycled coffee as an active ingredient source is gaining momentum in the beauty space, with industry leaders like Danish bioscience company Kaffe Bueno establishing a successful blueprint for innovation in hair and beauty formulations. While some options, like Kaffe Bueno’s Kaffibre active, utilize spent coffee grounds as a physical exfoliant for face and body scrubs, Pretti5 instead looked to establish a process that would extract caffeine and other beneficial compounds from upcycled unroasted coffee beans.
According to Katagaga, this method differs significantly from conventional caffeine sourcing, as “the gentle extraction process of unroasted coffee beans preserves their natural bioactive compounds, unlike roasted beans that are subjected to high temperatures.”
As a result, she continued, this method encourages “higher nutrient retention, allowing green coffee beans to maintain more of their natural polyphenols, fatty acids, and other beneficial compounds.”
Product applications and benefits
The brand has incorporated its Green Coffee extract into a range of products, including hand cream, eye cream, and body cream. When compared to traditional caffeine-based topical products, Katagata explained, Pretti5’s Green Coffee extract offers the advantages of improved antioxidant content and skin absorption, as the extract “contains a fuller spectrum of natural compounds, including polyphenols and fatty acids that work synergistically to enhance skin health.”
Among the benefits claimed are reduced signs of aging, improved skin texture, and relief from puffiness and dark circles around the eyes, she said. The formulations also include supporting ingredients such as stearyl glycyrrhetinate from licorice root, plant-extracted squalane, and amino acids to boost efficacy further, she added.
Market alignment and consumer response
Pretti5’s move aligns with rising consumer interest in upcycled ingredients and sustainable beauty products, a trend being driven “by a growing awareness of sustainability, environmental issues, and the desire for ethical consumption,” Katagata observed.
She reported the brand has so far received positive feedback from consumers and retailers alike, citing improvements in skin texture and reductions in cellulite, along with appreciation for the products’ eco-friendly positioning.
Specifically, the Radiance De-Puffing Massage Body Cream and Advanced Radiance Eye Cream are being “praised for their pleasant texture and quick absorption, leaving no greasy residue, and they are gentle for people with eczema,” she added.
Future plans and challenges ahead
Pretti5 plans to use the Green Coffee extract to expand its Green Coffee concept into additional categories such as scrubs, moisturizers, and serums. “By utilizing the antioxidant properties and natural benefits of upcycled coffee beans, we aim to create a range of skin care items,” Katagata confirmed.
The brand is also focusing on educating consumers about the benefits of upcycled ingredients through its digital channels and partnerships, by leveraging “our website and social media as key platforms, developing blog posts, videos, and collaborations with eco-conscious influencers,” she shared.
Despite facing challenges around quality control and market competition, Pretti5 sees sustainable innovation as central to its strategy. “Our primary goal remains to create effective and high-quality products for customers, emphasizing sustainability and innovation throughout the development process,” Katagata concluded.