EcoTools relaunch coincides with the brand’s anniversary

By Deanna Utroske

- Last updated on GMT

makeup brush brand EcoTools relaunch coincides with anniversary

Related tags Ferrule Brush

The beauty brush subsidiary of Paris Presents Inc. announced a new collection of tools as well as a new brand logo, new packaging, and a refresh of the brand’s entire collection of makeup application tools.

2017 marks the ten-year anniversary of EcoTools, a so called cruelty-free beauty brand specializing in makeup brushes and applicators, that also dips into the personal care sector, with cleansing, bath, and body care products.

With “eco” at forefront of the brand, it’s important to note that the brand’s products are PETA certified and vegan, made from recycled aluminums and plastics, packaged in tree-free containers made from cotton and bamboo, and that the brand’s brushes all have bamboo handles – this according to the brand’s Our Story webpage.

New Year, relaunch

“As we ring in this banner year, it's a perfect time to celebrate the brand's new look and innovation which enables women to look and feel their best without adding time to their beauty routine,” ​Stacey Ramstedt, senior director of marketing, at Paris Presents, tells the press.

The relaunch means that brush handles have been redesigned to be lighter thanks to tapering and that the wood is a brighter color. Handles also now terminate with gunmetal ferrules; and the brushes feature ombre bristles, according to the EcoTools press release. EcoTools has included on-package education as a sort of handheld beauty tutorial. And, the company’s packaging is purported to be made from renewable materials and also be recyclable.

“EcoTools' 2017 collection embraces a sophisticated look and elevated performance, while providing straightforward education for head-to-toe beauty: for flawless makeup application, confidence-building radiant skin and healthy hair that turns heads,” ​says Ramstedt.

New Year, new launch

Not everything the company is introducing for 2017 is a refresh or reprise of existing product. There’s a limited-edition brush set, a new pair of applicator sponges (vegan and made mostly of sugarcane), a new powder brush, a micro blending brush for touchups, a pair of brushes specifically shaped for contouring and highlighting, and a fourth edition of the company’s modern romance brush collection.  

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