Earth Friendly Products

What Earth Friendly Products does

Earth Friendly Products (ECOS, legal entity Venus Laboratories, Inc.) is a family-owned U.S. manufacturer of plant-based household cleaning products founded in 1967 by Greek immigrant Van Vlahakis and headquartered in Cypress, California. The company produces 90+ SKUs across five categories — laundry, dishwashing, hand soap, household cleaners, and pet care — using coconut-derived surfactants, beet-derived alkylpolyglucosides, vinegar, minerals, and plant-derived Vitamin E, with over 120 products carrying U.S. EPA Safer Choice certification (the largest such portfolio in the industry). Manufacturing is distributed across six U.S. facilities (Cypress CA HQ, Bensenville IL, Huntington Beach CA, Westwood NJ, Addison IL, Lacey WA) and an international office in Athens, Greece; all U.S. facilities run on 100% renewable energy and divert 99% of waste from landfills.

The business model is consumer packaged goods sales through mass, natural, club, and e-commerce retail channels. Distribution includes Walmart, Target, Costco, Whole Foods Market, and Amazon, supplemented by direct-to-consumer sales via ecos.com and a multi-channel content marketing presence (blog, Instagram, Facebook, TikTok, YouTube, LinkedIn, X, email). Pricing is not publicly disclosed; positioning emphasizes affordability alongside sustainability credentials, including LEED Zero (Carbon/Energy/Waste), TRUE Platinum Zero Waste, WELL Platinum, Carbon Neutral (since 2013), Water Neutral (since 2016), and Climate Positive (110% offset) certifications, plus Leaping Bunny, WBENC Women-Owned, RSPO, FSC, and SFI affiliations. In June 2025, ECOS was acquired by Diversey Holdings to expand its sustainable cleaning portfolio into commercial channels.

Name

Earth Friendly Products

Legal name

Venus Laboratories, Inc.

Website

https://ecos.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

101–250 employees

Short description

Earth Friendly Products (ECOS) is a family-owned U.S. manufacturer of plant-based household cleaning products — laundry, dish, hand soap, household cleaners, and pet care — sold through Walmart, Target, Costco, Whole Foods, and Amazon, with 120+ EPA Safer Choice-certified SKUs produced in 100% renewable-energy facilities.

Ownership category

akta.pro rank

Product category

Household Cleaning Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Other Detergent Manufacturing (325611), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

All-Purpose Eco Cleaners (CRAJAOAA)

akta.pro secondary industries

Eco-Friendly Laundry Care (Detergents, Boosters, Stain Removers) (CRAJAOAC), Eco-Friendly & Plant-Based Dishwashing Products (CRAJABAJ), Eco-Friendly Hard Surface & Floor Cleaners (CRAJAOAD), Natural/Eco All-Purpose Cleaners (CRAJAMAM)

Keywords

• Plant-based cleaning products
• Eco-friendly laundry detergents
• Household dish soaps
• Hypoallergenic cleaning supplies
• Pet care cleaners

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Cleaning Products Sales: Sale of eco-conscious cleaning products including laundry detergent, dish soap, hand soap, household cleaners, and pet care products through retail and e-commerce channels.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Earth Friendly Products (ECOS) manufactures and sells plant-based eco-conscious cleaning products for household use, including laundry detergents, dish soaps, dishwasher detergents, hand soaps, household cleaners, and pet care products. Products are formulated with coconut- and beet-derived surfactants and other plant-based ingredients, and are U.S. EPA Safer Choice certified. The company sells through major retail chains, e-commerce platforms, and its own website.

Product overview

Earth Friendly Products operates under the ECOS brand as a family-owned manufacturer of eco-conscious cleaning products established in 1967, producing over 90 plant-powered cleaning products across multiple U.S. facilities. The product portfolio centers on five core categories: (1) Laundry products including liquid detergents in various scents and formats, ultra-concentrated formulas, pre-measured laundry packs, dissolvable laundry sheets, and fabric odor eliminators; (2) Dishwashing products encompassing hand dish soaps in multiple scents, automatic dishwasher gels, rinse aids, and foaming dish soaps; (3) Hand soaps featuring hypoallergenic formulations with plant-derived Vitamin E; (4) Household cleaners including all-purpose cleaners, window cleaners, surface scrubs, and stain & odor removers; and (5) Pet care products comprising the first-ever EPA Safer Choice certified pet shampoo and pet-specific stain & odor eliminators. All products are U.S. EPA Safer Choice-certified (with over 120 certified products), feature plant-derived ingredients primarily from coconut and other renewable sources, and are manufactured in carbon neutral, water neutral, and TRUE Platinum Zero Waste certified facilities.

Differentiator

Problem solved

Functional benefit

Products and services

• ECOS Laundry Detergent (Liquid) Plant-powered hypoallergenic liquid laundry detergent available in multiple scents (Lavender, Free & Clear) and ultra-concentrated formulas, meeting EPA Safer Choice standards for household fabric cleaning.
• ECOS Laundry Detergent Packs Pre-measured single-dose laundry detergent packs offering convenient, mess-free dosing with plant-powered cleaning agents for households.
• ECOS Laundry Detergent Sheets Dissolvable lightweight laundry sheets providing a plastic-free, compact alternative to traditional liquid detergent; available in Free & Clear and Lavender Vanilla variants.
• ECOS Fabric Odor Eliminator Plant-powered fabric freshening spray that eliminates odor-causing molecules while leaving fabrics with botanical scents; available in Lavender Vanilla, Lemongrass, and Magnolia & Lily variants.
• ECOS Dishwasher Gel Plant-powered automatic dishwasher detergent gel available in Free & Clear and Lavender varieties; formulated to cut grease and food residue without chemical traces.
• ECOS Rinse Aid Super-concentrated dishwasher rinse aid using natural lemon oil to soften hard water, prevent spots, and deliver shiny, residue-free dishes.
• ECOS Hand Dish Soap Plant-powered hand dish soap with multiple scent variants including Grapefruit, Lavender, Lemon, and Free & Clear; uses coconut-derived surfactants for grease-cutting.
• ECOS Foaming Dish Soap Concentrated foaming hand dish soap providing rich lather for effortless grease cutting without dyes or fragrances.
• ECOS All-Purpose Cleaner Plant-powered household surface cleaner effective on multiple surfaces throughout the home, available in Parsley and Orange (citrus-infused) variants.
• ECOS Window Cleaner Streak-free glass and window cleaner utilizing plant-based vinegar to deliver a residue-free shine on glass surfaces.
• ECOS Surface Scrub Non-abrasive surface cleaning scrub with lemon botanical power for tackling tough grime while being gentle on surfaces.
• ECOS Stain & Odor Remover Enzyme-powered stain and odor eliminator for household fabrics and surfaces, breaking down organic stains and eliminating persistent odors.
• ECOS Hypoallergenic Hand Soap Gentle hypoallergenic hand wash with soothing lavender and plant-derived Vitamin E, formulated for sensitive skin.
• ECOS Hypoallergenic Pet Shampoo The first-ever EPA Safer Choice certified pet shampoo, featuring plant-derived Vitamin E and glycerin for gentle, hypoallergenic cleansing of dog and cat coats.
• ECOS Pet Stain & Odor Remover Enzyme-based pet-specific stain and odor remover utilizing natural enzymes to break down and eliminate pet accidents and associated odors.
• ECOS Fruit + Veggie Wash Plant-powered produce wash designed to remove debris and residue from fruits and vegetables without dyes, formaldehyde, phosphates, or phthalates.

Quantifiable outcome

• 99% of manufacturing and office waste diverted from landfills
• +3 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Diversey HoldingscoreStrategic or Co-development Partner · 1 June 2025Diversey Holdings acquired Earth Friendly Products in June 2025 to expand its sustainable cleaning portfolio. This acquisition positions ECOS products within Diversey's broader commercial cleaning solutions ecosystem.
• Roundtable of Sustainable Palm Oil (RSPO)minorStrategic or Co-development PartnerECOS is a member of RSPO, which contributes to protection of biodiversity through sustainable production, procurement, and use of palm oil while minimizing negative impacts on local communities and conserving primary forests.
• Forest Stewardship Council (FSC)minorStrategic or Co-development PartnerPartnership with FSC to support sustainable forestry initiatives and protect high-biodiversity old-growth forests, threatened and endangered species, and critical wildlife habitat.
• Sustainable Forestry Initiative (SFI)minorStrategic or Co-development PartnerPartnership with SFI to promote sustainable forestry practices and protect biodiversity through responsible forest management.
• Folds of HonorminorOthersPartnership with Folds of Honor nonprofit that provides educational scholarships to spouses and children of fallen or disabled veterans. ECOS supports through product donations and community engagement.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Seventh Generation: Long-established plant-based household cleaning and laundry brand owned by Unilever; directly competes in laundry detergent, dish soap, and all-purpose cleaners with comparable EPA Safer Choice positioning.
• Method Products: Ecover-owned designer eco-cleaning brand competing in dish soap, all-purpose cleaners, and laundry with similar plant-based positioning and major retail distribution.
• Mrs. Meyer's Clean Day: SC Johnson-owned eco household care brand with garden-inspired fragrances; competes directly in dish soap, laundry, and surface cleaners at the same mass-retail tier as ECOS.

Broad incumbents

• The Clorox Company (Green Works): Large CPG incumbent whose Green Works line targets the same eco-conscious cleaning segment; broader portfolio gives it scale advantages in trade marketing and retail buyer negotiations.
• Procter & Gamble (Tide Purclean): Mass-market laundry leader whose Purclean plant-based line directly competes with ECOS laundry detergent in mass and natural channels.
• SC Johnson: Global household-cleaning conglomerate whose portfolio (Mrs. Meyer's, Method, Ecover) directly overlaps ECOS's category footprint across laundry, dish, and surface care.

Emerging players

• Grove Collaborative: DTC-first eco-home products platform with private-label brands (Honest, Grove Co.) competing in laundry, dish, and household cleaners; overlaps in target consumer and certifications.
• Better Life: Plant-based, naturally-derived cleaning brand with overlapping all-purpose, dish, and laundry SKUs; smaller scale but comparable ingredient transparency messaging.
• Biokleen: Family-owned eco-cleaning manufacturer with plant-based laundry, dish, and household cleaners; very similar ingredient philosophy and natural-channel positioning to ECOS.
• Branch Basics: Plant- and mineral-based cleaning concentrate brand competing in the premium eco-conscious household-cleaner category with overlapping all-purpose and laundry positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/efpclean
• YouTubeyoutube.com/ecoscleans
• Facebookfacebook.com/ecoslaundry
• LinkedInlinkedin.com/company/earth-friendly-products
• Instagraminstagram.com/ecoscleans
• TikToktiktok.com/@ecoscleans?lang=en

Compliance16 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Earth Friendly Products