Ecover set to expand its green ranges with haircare

Ecover, the green packaged goods brand, plans to roll out a new range of haircare products to beef up its personal care range.

The brand is best known for its washing and detergent products, but has recently added hand cream and shower gel to its portfolio. Ecover chief executive Mick Bremans says the company plans to roll out shampoos first, and hair conditioning products at a later date.

The launch of the products comes following the company’s acquisition of Wellmans, the homeopathic skincare brand last year. Bremans says the new product launches are in response to consumer needs and any expansion of its product portfolio will be done responsibly and continue the brand’s ethos of “sustainable solutions to hygienic needs”.

Speaking to Marketing Week, Bremans says the expansion plans are not in response to traditional packaged goods companies’ attempts to eat into its market share as they look to launch ethical and environmentally friendly detergents and skincare products. “Certainly traditional packaged goods companies are investing to reduce their impact on the environment, but all businesses will be forced to do so. We’ve been operating according to our business model for over 25 years and always aim to improve our social and environmental impact. Customers know and respect this.”

Bremans also lambasts businesses for putting too much onus for environmental responsibility on consumers: “There is so much advertising saying ‘you have to recycle/reduce energy consumption’ and so on,” he says. “It’s not right. Businesses must take responsibility and ensure they consider the consequence of their actions.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here