The Singapore-based brand offers a range of eco-friendly products from skin and body care to candles.
The brand was launched a year ago by co-founders Maeve Chen and Hue Xi Ming after two years of experimenting with formulations.
Chen told CosmeticsDesign-Asia that the brand started out with a mission to change the impression of eco-friendly products.
“To many people, eco triggers images of inconvenience and low-performance. We wanted to launch a brand that could change that impression by pairing high-quality ingredients with an all-round approach to sustainability.”
She added that the company set out to create a friendly environment for those who wanted to make a change but were too intimidated to start.
“We understand for some people it can be intimidating to convert to a zero-waste lifestyle. For them, we offer liquid products in recycled bottles that you can return via our bottle return program.”
Once they are ‘ready’, said Chen, consumers could transition into the brand’s range of solid products which Chen emphasised were equally effective as its liquid products.
“No matter the comfort level we aim to provide the community with information and a friendly environment that welcomes everyone on the path to sustainability,” said Chen.
Debunking ingredient myths
In addition, the brand also hopes to change the consumers’ perception of ingredients, said Hue, who has a background in chemical engineering and is actively involved in his family’s textile chemicals business.
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Checks and balance: Eco-label challenges consumer perception of natural and synthetic ingredients - CosmeticsDesign-Asia.com
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