Looking Beyond the Label: Are “Eco” Brands Always What They Seem?

In recent years, many of us have become more conscious of the products we bring into our homes — choosing items that are labelled “eco-friendly” or “cruelty-free” in the hope of making better choices for both people and planet.

One brand that’s often associated with these values is Ecover. For a long time, it was widely regarded as an independent, ethical company. However, the reality today is a little more complex.

Ecover is now owned by , a large multinational corporation. While Ecover itself continues to promote cruelty-free principles, its parent company has faced ongoing scrutiny over animal testing policies and limited ingredient transparency across its wider range of brands.

This has led organisations such as Naturewatch Foundation to campaign since 2018 for consumers to reconsider supporting brands owned by SC Johnson — including Ecover and Method — until full cruelty-free policies are implemented across the entire business.

Why This Matters

As consumers, it’s easy to rely on branding and packaging when making decisions. Words like “natural”, “eco”, and “cruelty-free” can be reassuring — but they don’t always tell the full story.

Looking a little deeper into who owns a brand, how transparent they are, and what their wider practices look like can make a significant difference. Ultimately, where we choose to spend our money has an impact.

Why We Choose a Different Approach

This is one of the key reasons we choose to stock for our cleaning and skincare refills.

Miniml is an independent business based in Yorkshire, and their values closely align with our own. They prioritise clear and transparent ingredient lists, maintain cruelty-free standards, and — importantly — offer open and direct communication.

If we ever have questions about a product or its suitability, we’re able to speak directly with their team and get clear, timely answers. That level of accessibility and accountability is something we believe should be the norm, not the exception.

Making Informed Choices

There’s no such thing as a perfect purchase, and navigating ethical consumerism can sometimes feel overwhelming. But by asking questions, staying informed, and supporting independent businesses where possible, we can all take small steps towards more conscious choices.

Because sometimes, it’s not just about what’s on the label — it’s about the bigger picture behind it 🌿