Ecover’s latest detergent promotes fashion sustainability

Global – Ecover is making a push towards sustainability with improved laundry detergents designed to actively care for clothes.

The brand’s new plant-based formulation incorporates enzymes to help revive colours, restore brightness and remove bobbles from garments over a series of washes. Its non-bio laundry detergent, meanwhile, has been upgraded with Texcare – a plant-based ingredient that helps prevent greying.

Developed as an antidote to fashion waste, Ecover hopes its latest formulations will help consumers to extend the lifespan of their clothes while reducing fashion-to-landfill waste. It cites research from WRAP, the Waste and Resources Action Programme, which shows that ‘extending the life of clothes by just nine extra months of active use would reduce carbon, water and waste footprints by around 20–30% each'.

With consumers rapidly displaying an awareness of sustainable fashion choices, they’re looking beyond their purchasing habits and towards at-home care. For more, read our Conscious Aftercare microtrend.