This chapter analyses the strategies through which companies can integrate the principles of the circular economy into their business models. The five Circular Business Models are explored in depth: circular supplies, resource recovery, product life extension, sharing platforms and product-as-a-service. The section discusses how these models stimulate innovation, competitiveness and impact reduction throughout the entire product life cycle. It also illustrates the operational tools (LCA, ecodesign, regeneration) that enable the measurement and concrete implementation of circularity.