December 07, 2021, Dubai, UAE

Eco-conscious partnerships, healthier planet! 

Upfill, UAE’s first waterless cosmetic brand, announces two new partnerships in the UAE further strengthening their commitment to being a sustainable, eco-conscious beauty brand. With a simple goal in mind – making the best products for the people and for the planet, Upfill joins hands with two stellar organizations including Azraq and RECAPP to contribute towards conserving natural resources and encourage residents to make better choices. 

Upfill X Azraq
The Upfill & Azraq partnership will involve submarine reforestation within the UAE, whilst giving back to nature by reintroducing coral reefs in Dibba, supporting the UAE marine life. “As a UAE grown company, we need to support the local ecosystem. We are very excited to create coral reefs that provide a strong and measurable impact on the submarine life. We will monitor the growth of the coral reefs and provide full reports to our community of Upfillers. Today we are able to run these initiatives thanks to our community. This is our gift back to the Upfillers, to the UAE and to the planet”, says Mariam Khafagy, Co-founder Upfill.

 
Azraq, which literally translates to 'Blue' in Arabic, defines the marine environment that the organization serves to conserve and protect. Azraq has teamed up with Freestyle Divers to protect the UAE coastline and vital marine ecosystems by creating artificial reef structures and coral nursery tables to increase the size of the marine ecosystems on the UAE coastline. As part of our mission, Azraq strives for a cleaner, healthier ecosystem by taking direct action through our local community to conserve and protect the oceans. A key element for us is activating organizations and individuals in the UAE who support us in rebuilding the UAE’s coastal ecosystems, says Darryl Owen, Head of Sponsorships and Partnerships at Azraq. Coral reefs are under threat - 2021 was particularly difficult with the highest ever sea temperatures recorded in the region causing widespread coral bleaching.  The structures we build in the ocean on the coast of Dibba, Fujairah help us to protect our coral reefs and provide us a platform that can be scientifically monitored for its progress and colonization.
For every 1000 cans sold, Upfill will lay a new 1-meter coral reef in the ocean as well as a special coral reef on the occasion of UAE National Day, in the shape of the UAE map serving as the starting point of the submarine reforestation plan in December 2021.

Upfill X RECAPP 
On the other hand, Upfill has teamed up with RECAPP to make recycling easy and convenient for all. 
RECAPP is the first Recycling mobile app initially launched in Abu Dhabi and now available in Dubai. This service provides door-to-door collection of recyclables (plastic bottles and metal cans) completely free of charge.  The application runs a reward program for users, wherein RECAPP points are awarded with each recycling turnaround. The more you recycle, the more points you earn.

 
Upfill offers users of the app AED 20 credit vouchers for every 5,000 Recapp points earned. The goal is to promote an efficient waste collection system, as well recycle as much plastic and aluminium as possible to tackle waste management challenges in the UAE.
Both partnerships are live starting November 2021 and will run for an indefinite time period. 

“We are both immensely proud and thrilled with the partnerships going live, Upfill was founded on one key principle ‘ it is cool to care’ and through these associations and the continued work we aim to fully practice what we preach, as well encourage other to join in. We understand making major lifestyle choices is not going to happen overnight and through Upfill we aim not just to serve our planet but also inspire people to make better choices” says Mariam Khafagy, Co-founder Upfill.

Most traditional cosmetics are made up of 90 percent water and plastics and less than 10 percent active ingredients. Upfill removes all plastics and water waste to focus on natural and active ingredients. The products are vegan, and the formulations are efficient with beautiful natural scents. The Upfill products rewrite the cosmetics industry equation and prove that the beauty experience can be a natural part of a sustainable lifestyle.