Why I don’t (and won’t) stock Ecover

As a sustainable living shop owner, I’m often asked why I don’t stock Ecover products. On the surface, Ecover appears to be a great eco-friendly brand - its packaging is recyclable, its ingredients seem plant-based, and it markets itself as an environmentally responsible choice. However, I choose not to stock Ecover, and here’s why: transparency matters, and I believe in supporting truly ethical brands that put the planet first.

Ecover is owned by a multinational corporation with a poor ethical record

Ecover was once an independent eco-brand, but in 2017 it was acquired by SC Johnson, a multinational corporation with a troubling history. SC Johnson has been linked to animal testing, despite Ecover’s historical cruelty-free stance, and the company has faced accusations of greenwashing, marketing itself as environmentally friendly while continuing practices that harm the planet.

Beyond greenwashing, SC Johnson has a poor track record when it comes to workers' rights. Reports have raised concerns about unfair wages, unsafe working conditions, and a lack of transparency in their supply chain. Ethical Consumer (https://www.ethicalconsumer.org/company-profile/ecover-uk-limited) has consistently ranked SC Johnson poorly due to their opaque policies regarding workers' rights and treatment.

Additionally, SC Johnson continues to engage in animal testing, a practice that is banned by many genuinely cruelty-free brands. Despite marketing some of their products as 'not tested on animals,' they still sell in markets where animal testing is required by law, indicating a lack of real commitment to ending the practice. For customers who genuinely want to support ethical brands, choosing a product from a large corporation with a questionable record simply doesn’t align with true sustainability values.

Greenwashing: When marketing doesn’t match reality

One of the most frustrating aspects of greenwashing is that it misleads well-intentioned consumers. It’s completely understandable that people trust brands like Ecover, especially when they’ve been marketed as eco-friendly for so long. Consumers shouldn’t be expected to research every single brand they buy. After all, we all have busy lives, and we rely on companies to be honest about their values. That’s why greenwashing is so harmful: it damages trust and makes it harder for genuinely sustainable brands to stand out. It also creates confusion, making people feel like they can’t tell which products are truly ethical.

This is another reason I’m so passionate about transparency in my shop. I want my customers to feel confident that the brands I stock are genuinely committed to sustainability, without hidden corporate ties or misleading marketing.

Greenwashing is when a company presents itself as more eco-friendly than it truly is, using clever marketing to appeal to conscious consumers without making real, impactful changes. While Ecover’s branding and advertising remain focused on sustainability, the reality is that its parent company profits from conventional, non-eco-friendly cleaning products. This makes it difficult to trust that Ecover is truly committed to sustainability beyond its marketing materials.

Supporting independent, ethical brands instead

Instead of stocking Ecover, I’ve chosen to support independent British brands that genuinely prioritise sustainability and ethical practices. In my shop, you’ll find products from Faith In Nature and Miniml - two fantastic UK brands that are fully committed to the environment.

• Faith In Nature has been creating natural, cruelty-free, and eco-conscious products for nearly 50 years. Their transparency is refreshing, and they’re dedicated to using plant-based ingredients and sustainable packaging.
• Miniml is another brilliant independent brand that goes above and beyond to be truly zero waste. Their refillable cleaning and personal care products help customers cut down on packaging waste, and their commitment to closed-loop recycling ensures that every bottle can be reused time and time again.

What you can do as a conscious consumer

As shoppers, we have the power to make a difference by supporting brands that are genuinely ethical and sustainable. I encourage you to choose brands that don’t just talk about sustainability, but actively live by it. By shopping small, independent, and transparent brands like Faith In Nature and Miniml, we can create real change in the industry.

If you’re looking for truly eco-friendly alternatives, visit my shop to explore the range of sustainable household and cleaning products. Your choices matter, and together, we can push for a greener, more ethical future.

Would love to hear your thoughts - have you made the switch from Ecover to a more ethical brand? Let’s chat in the comments!