Copenhagen, 1 April 2025
Kaffe Bueno is proud to introduce We Are Nature, a campaign that challenges conventional beauty standards by embracing nature in its purest form—without filtration, bleaching, or outdated industry biases. More than just a message, it marks a shift in the way sustainability is understood, moving beyond marketing claims to something deeply intrinsic to who we are.
We Are Nature is a celebration of the deep, elemental bond between humans and the natural world. Our lips bloom like petals, our eyes hold galaxies, and our skin tells stories etched by time—just like the bark of a tree. This campaign invites us to look closer and ask: What if nature isn’t separate from us, but a reflection of us?
At Kaffe Bueno, we believe sustainability isn't something we add on—it's something we return to. By embracing our place within nature’s cycles, we see that nothing is wasted, and everything transforms. When we recognise ourselves as nature, we move with more care, more purpose, and more connection.
A key pillar of the campaign is breaking down the beauty industry’s colour bias, where natural ingredients are often stripped of their hues to fit an outdated aesthetic of purity. Kaffe Bueno is challenging this standard by celebrating the natural colours of bioactive ingredients—such as its KAFFAGE® and KAFFOIL®, which retain their full potency and benefits without unnecessary processing.
“We can’t go green when white stands in the way..."
says Alejandro Franco, Co-founder of Kaffe Bueno.
“We need to stop filtering out what makes nature powerful. We Are Nature is about embracing nature’s raw potential—including its colours, its textures, and its full functionality. The more we understand nature, the better we can work with it rather than against it.”
Through this campaign, Kaffe Bueno is reinforcing its commitment to upcycling as the future of beauty—proving that waste is a resource and that true innovation comes from working with nature, not against it. As a B Certified Corporation with a zero-waste innovative biorefinery process, Kaffe Bueno ensures that every compounds from coffee by-product is transformed into high-performance ingredients, driving the industry towards a more regenerative and circular future.
The We Are Nature campaign is launching across digital platforms, industry collaborations, and key trade events — including in-cosmetics Global, taking place 8–10 April at RAI Amsterdam. Rooted in the belief that beauty and nature are not separate, we’re inviting formulators, brand leaders, and sustainability advocates to rethink outdated norms and embrace a deeper connection to nature’s true colours.
At in-cosmetics Global, Kaffe Bueno will be present across several key areas:
Stand 1B10 – The company will showcase its full portfolio of upcycled coffee-derived ingredients, co-exhibiting with its Italian distribution partner URAI S.p.A., part of LEL Group LLC.
Sensory Bar, Stand 37 – Visitors can experience the Velvet Milk Cleanser, formulated with KLEANSTANT®, and discover how natural functionality and sensory performance come together.
Sustainability Zone Theatre
Location: Hall 11, 11B50, Date: Thursday 10th of April, Time: 13:00–13:30
Kaffe Bueno’s co-founder Alejandro Franco will present “Nature Is Not White: Rethinking Beauty Standards for a Truly Natural Cosmetics Industry.” The session will explore how embracing the raw, diverse aesthetics of nature can reshape perceptions and innovation in beauty.
Seated Meeting Area – between Hall 1 and Hall 2 – A dedicated space for deeper conversations around the We Are Nature philosophy, ingredient insights, and partnership opportunities.
Sustainability is not a trend—it is a commitment. It must be a collective commitment in order to work. We Are Nature is a call to redefine beauty, not as something separate from the natural world, but as an expression of it. The industry must move beyond outdated perceptions and embrace the full potential of upcycled ingredients. By recognising that we are part of nature, we can finally create beauty that is truly sustainable.
For more information on We Are Nature and Kaffe Bueno’s sustainable innovations, visit www.kaffebueno.com/we-are-nature
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About Kaffe Bueno
Kaffe Bueno is a Danish bioscience company dedicated to upcycling coffee by-products into functional ingredients for cosmetics, nutraceuticals, and functional foods. Committed to sustainability and innovation, Kaffe Bueno’s mission is to unlock the full health potential of coffee while contributing to a circular, zero-waste economy.
For press enquiries, please contact:
Noomi Mikkelsen
Marketing & Branding Coordinator