Ecoalf launches first sustainable beauty line
Spanish label Ecoalf has been committed to sustainable fashion since it was founded in 2009, and is forecasting a revenue of €65 million for 2023. After launching the Ecoalf Sports sportswear line, the label has broadened its range with a first brand extension, introducing a beauty line featuring an innovative zero-plastic packaging, the result of a very clear brief given by Ecoalf to its production partner RNB.
Taking care of one of our planet’s most essential resources, water, has always been a key part of Ecoalf’s mission. This is why, besides adopting a ‘zero plastic’ approach, Ecoalf’s beauty range is underpinned by a ‘zero water’ commitment. The line has been created without using water, utilising powder-based detergents contained in minimalistic, sophisticated cylinders made of recycled aluminium, perfectly consistent with the label’s philosophy.
At Pitti Uomo, FashionNetwork.com met Javier Goyeneche, founder and president of Ecoalf, who talked about the label's new brand extension and its latest fashion collection.
FashionNetwork.com: What is the real innovation in Ecoalf's beauty line?
Javier Goyeneche: In today’s world, we consume far too much plastic: the packaging of the toiletry products we use on a daily basis is excessive, and we consume these products too quickly. At Ecoalf we don’t create any further waste, our powder-based products last much longer and, because they are water-free, they’re very easily transported when travelling.
FN: Which products did you include in the Ecoalf beauty range?
JG: Ours is a complete line that includes a detergent, face cream, moisturiser, shampoo, deodorant, 30-SPF sunscreen and lip balm. The prices range between €20 and €40, positioned in a premium but affordable bracket.
FN: Where will Ecoalf beauty products be distributed?
JG: They will be available from September at our monobrand stores - in Madrid, Los Angeles, Tokyo, Barcelona and Milan, to which we will soon add new openings such as Verona, for a total of 12 stores by the end of 2023 - but also at our summer pop-up store in Pietrasanta, Italy, and at select multibrand retailers, as well as online.
FN: What brand extensions are you considering next?
JG: We’re working on a furniture and interiors accessories line that we’re sure will be very much appreciated by our customers.
FN: What's new in your Spring/Summer 2024 fashion collection, called ‘Lost Colors’ and inspired by the Aral Sea, which has become a desert after 90% of its water was lost due to unsustainable cotton cultivation?
JG: Ecoalf is introducing t-shirts and sweatshirts 100% made with recycled cotton, reducing water consumption by 98%. The Meltialf t-shirt saves 1,084 litres of water. The garment-dyed jacket and trousers too prevent fabric waste, injecting clean water into our ecosystem.
True to its DNA, Ecoalf is speaking out against water scarcity, one of the biggest environmental threats caused by the fashion industry, and continues to develop innovative materials that reduce water consumption. In addition, through the Ecoalf Foundation and the UTO (Upcycling the Oceans) project, Ecoalf is committed to removing marine litter from the seabed, in collaboration with more than 25,000 Mediterranean fishermen.
Copyright © 2023 FashionNetwork.com All rights reserved.
