Our Story

Procoal™ was founded in 2016 with a rebellious spirit and a virtuous objective:

To deliver high-quality beauty products using traceable and ethically sourced ingredients at revolutionary prices and use business to inspire and foster positive social change.


  • Integrity – We are honest, open, and fair.
  • Passion – We stand up for what we believe in and take pride in our work.
  • Courage – We display courage without ego.
  • Fun – We have fun, seriously.


It all started with us buying a jar of Activated Charcoal Teeth Whitening Powder in 2016. We quickly learned the product we had purchased contained ingredients which didn’t enhance the performance of the product but rather these ingredients were used as fillers and binders to lower the cost of manufacturing of the product.

While we were disappointed with our finding, we had an unwavering belief that natural teeth whitening could benefit thousands of people including ourselves but could not come to terms with existing brands using cheap and unnecessary ingredients to bulk up their products. 

We consulted numerous experts in the field and discovered we could create a better Activated Charcoal Teeth Whitening Powder simply by removing the unnecessary ingredients (fillers) and using a specific grade of activated charcoal which wasn’t cheap but was the right ingredient for our product. This led to us releasing our first batch of teeth whitening powders in August 2016. By the end of that year, our reputation blossomed by the virtue of our product and we became the “go to” brand for Activated Charcoal Teeth Whitening in the UK.

It wasn’t all rosy though, the high demand for our product created a manufacturing nightmare, whereby we couldn’t make enough products to cater for the exponentially growing demand. In early 2017, we decided to make significant investment in enhancing our supply chain, manufacturing and logistics to remove key bottlenecks.

While we started with Activated Charcoal Teeth Whitening, we knew from early on that we could make better beauty products by focussing on three simple principles:

  1. Keep product formulations simple – less is more.
  2. Use high quality, traceable and ethically sourced ingredients.
  3. Always prioritise quality over profit. 

We wholeheartedly believe that if we stick to the above principles, we will create a range of products that are genuinely sought after and we will be able to create a loyal customer base.  


In the grand scheme of things, we are a tiny business but one thing we do have is a big heart. We’re passionate about giving back on a regular basis but we choose to refrain from publicising such activities to avoid being boastful or seeking praise.

We believe charity should be used to inspire and foster positive social change and that charitable activities shouldn’t be used as leverage for publicity else it is not charity anymore, it’s a marketing campaign. 


  1. Launch - Procoal was launched in 2016. (Before settling on Procoal as a brand name, we had almost settled on another brand name. The brand name we didn’t use is now an office joke!)

  2. Product Release - We released Activated Charcoal Teeth Whitening Powder as our first product in August 2016.

  3. Product Development - In November 2016, we identified the European market, and the UK in particular was flooded with low quality mass market charcoal face masks. We spent almost a year developing our own formula and after a lot of testing, benchmarking and sampling we finally created a proprietary formula we are very proud of.

  4. Growing Pains - In early 2017, faced with exponentially growing demand for our teeth whitening powder, we made significant investments in manufacturing to bolster our production capabilities.

  5. Product Release - We released our Activated Charcoal Face Mask in September 2017. This product has been expertly developed in the UK using specially selected ingredients to clear clogged pores and remove toxins from the skin for a more refined complexion.

  6. Product Release – We released Intensive Teeth Whitening Strips in July 2018. This Teeth Whitening Kit has been designed to whiten your teeth in the comfort of your own home or on the go. The whitening process has been formulated to deliver maximum results in 14 applications.

  7. Product Release – We released Natural Activated Charcoal Deodorant in August 2018. This is an aluminium-free natural deodorant created with no harmful ingredients, leaving you at ease with what's on your body. The key ingredient in Procoal Natural Deodorant is activated charcoal, which neutralises odour and absorbs moisture without aluminium, parabens, or synthetic fragrances.

  8. Launched Daily Deals - In September 2018, we launched our Daily Deals section allowing our customers to save up to 40% on our most popular products by taking advantage of our perfectly paired products. 


Procoal is a cruelty-free brand. We do not test on animals and never ask others to do so on our behalf. Being a cruelty-free brand is an important part of our ethos since our founding in 2016.

The vast majority of product range is based on a combination of naturally-derived ingredients, various essential oils and a small palette of synthetics which have a long history of safe use.

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