Eco Tan

What Eco Tan does

Eco Tan (dba Eco By Sonya) is an Australian certified organic skincare, makeup, and tanning brand founded by Sonya Driver and headquartered in Burleigh Heads, Australia. The company develops and sells a portfolio of vegan, cruelty-free beauty products certified organic by the Organic Food Chain of Australia, featuring scientifically proven natural actives including Bakuchiol (natural retinol alternative), Kakadu Plum (vitamin C), Caviar Lime, Inca Inchi, and organic botanical extracts. The product range spans five categories — skincare, makeup, tanning, body care, and sun care — with individual products priced $20-$99 and curated condition-specific systems priced $106-$277 targeting acne, pigmentation, rosacea, dry skin, eczema, pro-ageing, and menopause concerns.

The company operates a direct-to-consumer e-commerce model with dedicated regional storefronts in Australia, USA, New Zealand, Canada, UK, and Europe, supplemented by a wholesale stockist network (salons, spas, makeup shops, spray tanners) reachable through a store locator. Free shipping is offered on orders over $75 in Australia, with international shipping to additional markets including Singapore and Japan. Marketing channels include Instagram, content/blog marketing, email newsletter (Eco Fam), customer reviews via Judge.me, and a brand podcast. The company accepts multiple payment options including Shop Pay, Google Pay, Apple Pay, PayPal, Klarna, AfterPay, and ZipPay.

Eco Tan is a privately held, founder-led company with 11-50 employees, no disclosed external funding, and no subsidiaries or parent company. It has received multiple global awards including Healing Lifestyles Earth Day Beauty Awards 2024, The Janey Loves 2023 Platinum Awards, Green Parent Natural Beauty Awards Gold, and Yuka 100% Clean Excellence Range ratings, and has shipped multiple product launches in 2025 including Glory Gloss, a relaunched Glory Eyes eye cream, Face Workout tool, and a Mitzi Mascara Brown variant.

Name

Eco Tan

Legal name

Eco Tan Pty Ltd

Website

https://ecotan.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Eco Tan (Eco By Sonya) is an Australian certified organic skincare, makeup, and tanning brand selling direct-to-consumer via regional e-commerce storefronts across Australia, USA, NZ, Canada, UK, and Europe, plus wholesale stockists, targeting clean beauty consumers seeking vegan, cruelty-free natural skincare.

Ownership category

akta.pro rank

Product category

Organic Skincare and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Eye & Lip Skincare (CRABAAAC), Sensitive Skin & Barrier Repair (CRABAAAG), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF), Sunless Tanning Product Retail (Self-Tanners/Branded Products) (HSALAJAH)

Keywords

• Organic skincare products
• Natural beauty cosmetics
• Certified organic makeup
• Self-tanning products
• Vegan cruelty-free skincare

Headquarters

HQ city

Burleigh Heads

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of certified organic skincare, makeup, tanning, body care, sun care, and accessories through e-commerce storefront. Products sold at various price points from $20 to $277 for systems/kits. Free shipping on orders over $75.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Eco Tan (Eco By Sonya) is an Australian certified organic beauty brand that develops, manufactures, and sells skincare, makeup, tanning, body care, and sun care products formulated with natural, vegan, and cruelty-free ingredients certified by the Organic Food Chain of Australia. The company sells directly through its own e-commerce storefronts across multiple countries (Australia, USA, UK, Canada, Europe, New Zealand) with international shipping, supplemented by wholesale distribution through stockists globally. Product portfolio spans cleansers, serums, moisturisers, eye creams, face oils, masks, self-tanning products, bronzers, mascaras, lip products, and curated skincare systems targeting specific concerns including acne, pigmentation, rosacea, eczema, dry skin, pro-ageing, and menopause.

Product overview

Eco By Sonya is a luxury organic and clean skincare, makeup, and tanning brand. The product portfolio spans five core categories: Skincare (cleansers, serums, moisturisers, eye creams, face oils, masks, exfoliators, and facial essences), Makeup (lip products, mascaras, eyeliners, bronzers, blushes, illuminisers, and eyeshadow palettes), Tanning (face tan water, body tan waters, tanning mousses, and self-tanning creams), Body Care (body milks, body scrubs, and body oils), and Accessories (travel bags, cleansing tools, and makeup brushes). The brand also offers curated systems targeting specific skin concerns: Clear Skin System for acne-prone skin, Hydration Skin System for dry skin, Menopause System for menopausal skin, and Pigmentation & Melasma System for discolouration. Products are certified organic, vegan, cruelty-free, and free from synthetic ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Glory Cream Certified organic daily face moisturiser featuring Organic Apricot Oil as the first ingredient, Bakuchiol (natural retinol alternative), Cacao Seed Butter, and Acai. Designed as a rich pro-ageing cream for deeply hydrated skin. Size: 50ml. Price: $89.
• Glory Oil Certified organic hydrating facial and body oil featuring Inca Inchi, Acai, and Pumpkin Seed Oil. Multi-use product targeting scars, fine lines, skin irritations, dryness, and acne. Available in 30ml and 100ml sizes. Price: from $50. Multi-award winning with 2841 reviews.
• Glory Eyes Illuminising & Brightening Eye Cream Illuminising and brightening eye cream formulated with Bakuchiol, Kakadu Plum, Organic Licorice Root, Organic Apricot Oil, Organic Shea Butter, and Natural Gold Mica. Designed to smooth, firm, and awaken the eye contour. Size: 15ml. Price: $60.
• Glory Gloss Collagen Lip Oil Clean, high-performance collagen-infused lip gloss delivering juicy shine with sheer colour. Infused with Collagen, Apricot Kernel Oil, Vitamin C, and Vitamin E. Available in three shades: Jelly, Candy, Maple. Size: 4ml. Price: $30.
• Serum Of Plenty Natural vitamin C anti-ageing face serum with activator. Contains 15% potent vitamin C, Organic Daisy, and Kakadu Plum to refine skin tone, brighten, and smooth fine lines. Price: $70.
• Super Citrus Cleanser Certified organic gel face cleanser with Caviar Lime and uplifting citrus scents. Deeply cleans skin without stripping, suitable for sensitive skin. Price: $37.
• Super Fruit Hydrator Lightweight face moisturiser for balanced hydration. Suitable for oily and combination skin types. Price: $40.
• Serum Of Clear Certified organic clarifying face serum with Salicylic Acid and Lactic Acid for acne-prone and oily skin. Helps unclog pores and clear breakouts. Price: $60. Global award-winning product.
• Face Tan Water Gradual self-tanning liquid for natural facial glow with anti-acne ingredients and natural Hyaluronic Acid. Non-comedogenic formula. Suitable for all skin types including rosacea and eczema. Size: 100ml. Price: $40. 3021 reviews with 98% reporting more even toned skin.
• Hempitan Body Tan Water Body tan water spray with hemp-derived ingredients. Organic, natural, vegan, and cruelty-free self-tanning product. Price: $40. Global award-winning product.
• Coconut Body Milk Organic moisturiser for body with creamy texture. Helps with dry skin and eczema. Price: $40.
• Super Acai Exfoliator Organic facial scrub with fine exfoliating particles for gentle skin resurfacing. Price: $40.
• Face Compost Purple Power Mask Organic detox clay face mask with thick purple clay texture for detox treatment. Price: $40.
• Super Fruit Essence Hydrating facial essence for skin prep and hydration boost. Price: $25.
• Glory Veil Face Sunscreen SPF 50 Natural zinc sunscreen for face with SPF 50 protection. Price: $49.95.
• Bronzer Natural powder bronzer with Mica, Zinc Oxide, and natural minerals. Award-winning product for sun-kissed glow, contour, and all-over body bronze. Size: 14g. Price: $40.
• Mitzi Mascara Clean-formulated mascara now available in brown variant alongside existing options. Price: $50.
• Cream Blush Natural makeup cream blush in glass jar. Price: $35.
• Eyeliner Clean-formulated mechanical eyeliner pencil in perfect nude shades. Price: $30.
• Golden Illuminiser Illuminising highlighter product for radiant glow. Price: $50.
• Lip Liner Perfect nude clean-formulated lip liner in wind-up pencil format. Price: $25.
• Signature Palette Talc-free natural eyeshadow palette suitable for sensitive eyes. Price: $50.
• Makeup Brush Set Professional makeup brush set in gold holder. Price: $99.
• Glory Lips Certified organic hydrating lip treatment with keychain charm. Price: $20.
• Pink Himalayan Salt Scrub Natural body exfoliator with botanical oil. Price: $35.
• Cacao Tanning Mousse Natural organic self-tanning mousse. Price: $35.
• Invisible Tan Natural organic self-tanning cream. Price: $35.
• Tanning Mitt Luxurious double-sided tan applicator mitt. Price: $25.
• Winter Skin Natural organic gradual tan and moisturiser for winter. Price: $30.
• Bow Travel Bag Travel bag with bow design. Price: $50.
• Cleansing Puffs Reusable cleansing pads with ultra-soft bamboo fibres. Price: $25.
• Face Workout Facial massage and sculpting tool for skincare application. Price: $39.
• The Nudge by Sonya Driver Book authored by Sonya Driver, founder of Eco By Sonya, sold as a branded product on the company storefront.
• Eco By Sonya Gift Cards Digital gift cards redeemable for Eco By Sonya products across the brand's e-commerce storefronts.

Quantifiable outcome

• 95% of Glory Eyes users agreed their skin felt smoother after use
• +6 more outcomes

Named customers1 record

Segments8 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Organic Food Chain of AustraliacoreStrategic or Co-development PartnerOfficial organic certification body that conducts annual strict audits of Eco By Sonya's products, ingredients, warehousing, packaging, and storage. Every ingredient is investigated and tested for purity and authenticity by certified organic chemists.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Drunk Elephant: Premium clean skincare brand built around ingredient transparency and active botanical formulations. Comparable because both target ingredient-conscious consumers with premium clean skincare, though Drunk Elephant operates at larger scale and broader retail presence.
• Tata Harper: Luxury natural skincare brand focused on 100% natural and non-toxic formulations. Comparable because both target premium clean beauty consumers with multi-step skincare ranges and a strong reliance on botanical actives and certified organic ingredients.
• Bondi Sands: Australian self-tanning brand with global retail distribution. Comparable because both are Australian-founded self-tanning brands competing in the same category (face tan, body tan, gradual tan) with similar price points and distribution channels.
• Tan-Luxe: Premium self-tanning brand with focus on clean, customisable tanning drops and waters. Comparable because both sell face tan water, body tan water, and gradual tanning products in the premium clean beauty segment with similar price points.
• Trilogy: Australian natural skincare brand known for rosehip oil and clean beauty formulations. Comparable because both are Australian-founded natural skincare brands with international distribution and an emphasis on organic, naturally-derived ingredients.
• Ere Perez: Australian-born clean beauty brand offering natural makeup and skincare with a similar positioning around non-toxic, plant-based formulations. Comparable because both are Australian-founded DTC brands targeting similar clean beauty consumers with full makeup and skincare ranges.
• Dr. Roebuck's: Australian clean beauty brand founded by twin doctors, offering natural skincare and supplements. Comparable because both are Australian-founded, certified clean, and DTC-led brands targeting health-conscious consumers with natural ingredient positioning.
• Juice Beauty: USDA-certified organic skincare and beauty brand. Comparable because both are certified organic beauty brands with skincare, makeup, and wellbeing positioning, though Juice Beauty is US-based and has more retail partnerships.

Broad incumbents

• L'Occitane en Provence: Global natural beauty group with skincare, body care, and wellness ranges. Comparable because both anchor on natural, botanical, and largely organic positioning, but L'Occitane operates at materially larger scale with global retail footprint and a corporate parent structure.
• St. Tropez: Global self-tanning brand owned by PZ Cussons and widely distributed through mass and professional channels. Comparable because both sell self-tanning products targeting the same consumer use case, but St. Tropez is broader in mass-market retail and salon channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/p/DH9PIPTtcOR
• Facebookfacebook.com/EcoTanAus
• LinkedInlinkedin.com/company/eco-tan

Compliance1 record

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 Eco Tan