Premium Beauty News talks about Eclo in an article published on April 25, 2022, by Kristel Milet.

"Natural is good, but ingredients derived from regenerative agriculture are even better. Eclo, a new clean make-up brand, was born from this concept, which raises the bar for committed beauty.

After twelve years working for a multinational cosmetics company, where she was in charge of developing make-up products, Priscille Charton wanted to take her own step towards more responsible cosmetics.

" The desire grew to integrate eco-design into product innovation. There isn't much on offer in clean make-up, and as the market is less mature than clean beauty care, it's technically more complicated. I knew there was an urgent need to innovate differently in this field," says Priscille Charton, co-founder of Eclo with Julien Callède and Marin Susac.

Together, they created a make-up brand "to avoid making beauty rhyme with guilt ". " I wanted effective formulas that satisfied the consumer's senses, but with zero ecotoxicity. So both the formula and the packaging had to be biodegradable," adds the designer.

In fact, these finger-applied formulas come in small, round, fully biodegradable jars from Finnish start-up Sulapac. The color of the cap identifies the product family: four lipsticks, reds and pinks in universal shades; three blushes, peach, bronze and pink; and four shades of very mineral, nature-inspired eyeshadows. A range of corrective foundations is due out in autumn, as is a mascara.

All products are 100% of natural origin, based on vegetable wax and mineral pigments, and Cosmos Organic certified. All products are made in Brittany, in the Bay of Rance.

The first regenerating beauty brand

The Eclo concept goes beyond natural formulas and packs. It is based on regenerative agriculture, defending the quality of agricultural soils through respect for living organisms. " We worked with the Pour une Agriculture du Vivant association to draw up a list of raw materials with benefits for both skin and soil," explains Priscille Charton.

Three ingredients were chosen for this first range:

• Brittany hemp with its soothing and moisturizing properties, for the eyeshadow formulas. For soils, it removes pollution by absorbing toxins and heavy metals, is resistant to the vagaries of the weather and doesn't need much water.
• Rye [from Haute-Loire] for blushes, which gives a natural healthy-glow effect. "It's a plant with kilometers of roots teeming with biodiversity; it's a habitat for living things, earthworms, fungi, rodents... It gives regenerated soil, on which what grows will be richer in nutrients, more nourishing", explains Priscille Charton.
• For lipsticks, we use algae from the Bay of Rance for their smoothing and plumping properties. " They represent an essential link in the marine ecosystem. Through sensible, reasoned cultivation, we ensure their preservation ", assures the founder.

The partnership with the Pour une Agriculture Pour le Vivant association also aims to educate the cosmetics industry in the use of this type of ingredient. " It's a completely new concept that our industry is unfamiliar with. We are the first members of this association in the cosmetics sector. We're leading the way. The idea is to say that if we include natural raw materials in our formulas, they must have grown in a virtuous way, giving full power back to the earth. This means educating ingredient suppliers, but also the producers of these ingredients, to encourage them to consider supplying the cosmetics industry and not just the food industry. It's a two-way street," explains Priscille Charton.

Eclo is also a partner of 1% For The Planet, and will donate part of its sales to an association working to protect the environment.

Once the current Ulule campaign is over, the products will be available online via the brand's e-shop, then in concept stores. " We've already had a lot of sales inquiries, because the concept is so innovative. Everything is moving very fast," concludes the designer."

This article is available on the Premium Beauty News website - Consult