Ecoalf embarks on personal care with wellness line, formulated without water and plastics

“At Ecoalf, we aspire to be more than a product brand; we aim to become a lifestyle brand. We want consumers to align their daily routines with the principles of innovation, sustainability, and design that our brand embodies,” summarized Javier Goyeneche, the founder of Ecoalf.

With this underlying mission, Ecoalf is now entering the personal care segment with its wellness line, unveiled in Madrid on September 20, the same date as its market launch.

The Ecoalf wellness line comprises six items (soap, shampoo, deodorant, body moisturizer, sunscreen, and lip balm) and takes a bold approach by using zero plastics and zero water, embracing circularity.

To support this “zero water” premise, the company has opted for powder formulas for its soap and shampoo, solid bar formats for its moisturizer, deodorant, and sunscreen, and a balm-like texture for its lip balm. It employs recyclable packaging entirely made of aluminum and employs a refill system where consumers purchase the container only once.

Ecoalf has partnered with the Valencia-based laboratory RNB for its entry into the personal care sector. After two years of collaboration, they have developed the six formulas, manufactured between Spain and France.

One of the distinctive features of this wellness line is its commitment to upcycling in terms of raw materials. For instance, it uses rice starch to bind its powder formulas, eliminating the need for water. Additionally, it incorporates beta-glucan, a natural prebiotic derived from sugar beet molasses, as a hydrating and anti-irritant ingredient in its soap.

Throughout the creation process of this line, the companies collaborated with Agustí Vidal, a member of the Perfume Academy occupying the magnolia seat. He was responsible for developing the fragrance ‘Med Citrus & Petitgrain’ which imbues five of the six products. It is characterized by its gender-neutral aroma, featuring citrus and marine freshness. The sixth product, the lip balm, incorporates the fragrance ‘Med Mint’, with notes of menthol, citrus, and herbal undertones.

Ecoalf is commencing the distribution of its personal care line in its proprietary stores and through a selection of 10 retailers specializing in niche, sustainable, or avant-garde cosmetics, both within and outside of Spain. The prices of the items range from €44 to €49 (including the container), while refills are priced between €15 and €19. After assessing its market reception, the company will consider expanding the range with new items.