EcoTools
EcoTools is a vegan, cruelty-free beauty brand under Paris Presents Incorporated that designs and distributes makeup brushes, sponges, hair brushes, bath tools, and skincare accessories through major retailers in the US, Canada, UK, and Chile. It serves conscious-beauty consumers seeking sustainable, PETA-certified personal-care tools at accessible price points.
- Company typePrivate
- Founded2007
- HeadquartersGurnee, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What EcoTools does
EcoTools, founded in 2007 and headquartered in Gurnee, Illinois, is a vegan and cruelty-free beauty and self-care brand operated as a portfolio asset of Paris Presents Incorporated. The brand designs, sources, and distributes a comprehensive range of makeup brushes, makeup sponges/blenders, hair brushes, bath accessories, and facial skincare tools for mass-market and conscious-beauty consumers in the US, Canada, the UK, and Chile. The product line is organized into the core EcoTools franchise plus sub-brands including Better Brush (recycled-material hair brushes), Good Tan (self-tanning tools), and BioBlender (biodegradable makeup sponges).
The company's product technology centers on sustainable materials science rather than software: bamboo handles, synthetic Taklon bristles as a cruelty-free alternative to animal hair, recycled aluminum ferrules, and USDA-certified EcoFoam bio-based sponges derived from sugarcane. Its proprietary BioBlender technology uses a five-ingredient biodegradable foam formulation (water, corn, bionanopol, natural preservative, natural pigment). Packaging has been transitioned to post-consumer recycled paper containing 88% less plastic than previous packaging, and the brand holds PETA cruelty-free, FSC (FSC-C157189), and USDA biobased certifications. Manufacturing is outsourced to Asian partners subject to audit and quality control processes.
EcoTools makes money by selling one-time-purchase consumer products at accessible price points (most individual items in the $0–$1 range) through a hybrid direct-to-consumer and multi-channel retail distribution model. The DTC channel is the brand's Shopify-powered ecotools.com storefront, while wholesale volume flows through Ulta Beauty, Target, Amazon, Walmart, CVS, JCPenney, and iHerb in the US; Amazon.ca and Walmart.ca in Canada; Boots, Superdrug, and Lookfantastic in the UK; and DBS.cl in Chile. The customer base is split into primary conscious-beauty consumers seeking vegan, cruelty-free, sustainable tools and secondary hair-care consumers seeking recycled-material brushes. There are no subscriptions, no enterprise B2B contracts, and no disclosed revenue figures — the unit economics are high-velocity, low-ticket consumer goods sold through retailer shelves.
EcoTools firmographics
Firmographics- Name
- EcoTools
- Legal name
- Paris Presents Incorporated
- Website
- https://ecotools.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- EcoTools is a vegan, cruelty-free beauty brand under Paris Presents Incorporated that designs and distributes makeup brushes, sponges, hair brushes, bath tools, and skincare accessories through major retailers in the US, Canada, UK, and Chile. It serves conscious-beauty consumers seeking sustainable, PETA-certified personal-care tools at accessible price points.
- Ownership category
- akta.pro rank
EcoTools industry classification
Industry- Product category
- Beauty and Personal Care Tools
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Makeup Brushes & Brush Sets (CRABAKAA)
- akta.pro secondary industry
- Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ)
Keywords
Where EcoTools is headquartered
LocationHeadquarters
- HQ city
- Gurnee
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
EcoTools business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales
Revenue model
- Direct E-commerce Sales: Products sold directly to consumers through the company's website (ecotools.com), with orders processed through Shopify e-commerce platform.
- Retail Distribution: Products sold through major retail partners including Ulta Beauty, Target, Amazon, Walmart, CVS, iHerb, JCPenney, Boots, Superdrug, and Lookfantastic.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products |
Go-to-market motion1 record
Distribution channels12 records
Marketing channels3 records
EcoTools product offering
Product offeringCore offering
EcoTools designs, manufactures, and sells a portfolio of vegan and cruelty-free beauty and self-care tools. Its core offerings are makeup brushes with bamboo handles and synthetic Taklon bristles, BioBlender makeup sponges made from USDA-certified sugarcane-based EcoFoam, the Better Brush hair-brush collection made from recycled materials, and bath accessories including the EcoPouf bath sponge line. The brand sells these physical products directly through its Shopify-powered website and through major retail partners such as Ulta, Target, Amazon, Walmart, and CVS in the US, Canada, UK, and Chile.
Product overview
EcoTools is a vegan and cruelty-free beauty brand offering a comprehensive portfolio of makeup brushes, sponges, hair brushes, bath accessories, and facial skincare tools. The core product lines include makeup brushes featuring bamboo handles and synthetic Taklon bristles, Bioblender makeup sponges made with USDA-certified sugarcane-based EcoFoam technology, the Better Brush hair brush collection made from recycled materials, and various bath accessories including the EcoPouf bath sponges and shower gloves. The brand's product ecosystem is organized into distinct categories: makeup application tools (brushes and sponges), hair care (Better Brush), self-tanning (Good Tan), bath and body care, and facial skincare tools. EcoTools products are distributed exclusively through retail partners including Ulta, Target, Amazon, Walmart, and CVS rather than through a direct-to-consumer platform. The company emphasizes sustainability through the use of recycled aluminum, recycled plastics, biodegradable packaging (88% less plastic than prior packaging), and FSC-certified bamboo materials.
Differentiator
Problem solved
Functional benefit
Brands
- Better Brush: Hairbrush collection made with recycled materials for professional quality hairbrushes that are good for you and the planet.
- Good Tan
- BioBlender
- EcoInsiders
Products and services
- Makeup Brushes
Companies that use EcoTools
Customer profileSegments2 records
Ideal customer profiles2 records
EcoTools technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
EcoTools partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PETAcoreEcoTools is PETA certified cruelty-free, committing that all products have not and will not be subject to animal testing regardless of where sold, including China.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
EcoTools competitors and assessment
Company assessmentDirect peers
- BH Cosmetics: BH Cosmetics sells professional-grade makeup brush sets and beauty tools at mid-market price points via Ulta and online. It competes directly with EcoTools in the affordable brush-and-sponge category.
- Sigma Beauty: Sigma Beauty designs and manufactures premium synthetic makeup brushes and sponges, including the iconic SigMagic Brush Foam. It overlaps EcoTools in product category but skews to a higher price tier.
- e.l.f. Cosmetics: e.l.f. offers affordable makeup brushes, sponges, and beauty tools alongside color cosmetics. Its accessible price points and mass/drug-channel distribution (Target, Walmart, Ulta, Amazon) closely mirror EcoTools' positioning and channel mix.
- Wet Brush: Wet Brush specializes in detangler and styling hair brushes using proprietary IntelliFlex bristles. It directly competes with EcoTools' Better Brush sub-brand in mass and drug retail channels (Target, Walmart, CVS, Ulta).
- Real Techniques: Real Techniques is a sister brand of EcoTools, both owned by Paris Presents Incorporated. It sells affordable synthetic makeup brushes and sponges targeting the same mass-market consumer through overlapping retailers (Ulta, Target, Amazon), making it the closest direct competitor.
- Morphe: Morphe is a beauty brand known for makeup brush sets, sponges, and application tools, sold through Ulta, Sephora, and Amazon. Overlaps EcoTools in brush assortment and consumer targeting.
Broad incumbents
- Physicians Formula: Physicians Formula is a mass-market beauty brand offering brushes, sponges, and complexion tools with a clean-beauty positioning. Sold at Target, Walmart, CVS, and drug channels overlapping EcoTools' footprint.
- The Body Shop: The Body Shop is an established clean/ethical beauty retailer offering vegan bath accessories, brushes, and skincare tools. It competes in clean-beauty positioning with global retail footprint broader than EcoTools'.
- Sephora Collection: Sephora Collection offers house-brand makeup brushes, sponges, and beauty tools. It overlaps EcoTools in product category but skews prestige and sells exclusively through Sephora's owned channels.
- Burt's Bees: Burt's Bees is a mass-market natural personal care brand (owned by Clorox) offering bath tools and skincare. It shares EcoTools' natural/sustainability positioning and mass-channel distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
EcoTools social profiles
Digital presenceEcoTools compliance and trust
Trust signalCompliance3 records
EcoTools financial estimates
Financial estimateRevenue estimate
Valuation estimate
EcoTools leadership team
Management profileNumber of profiles
EcoTools funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EcoTools M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EcoTools
What does EcoTools do?
EcoTools designs, manufactures, and sells a portfolio of vegan and cruelty-free beauty and self-care tools. Its core offerings are makeup brushes with bamboo handles and synthetic Taklon bristles, BioBlender makeup sponges made from USDA-certified sugarcane-based EcoFoam, the Better Brush hair-brush collection made from recycled materials, and bath accessories including the EcoPouf bath sponge line. The brand sells these physical products directly through its Shopify-powered website and through major retail partners such as Ulta, Target, Amazon, Walmart, and CVS in the US, Canada, UK, and Chile.
Is EcoTools a public or private company?
EcoTools is a private company. It is classified as corporate owned and is currently operating.
When was EcoTools founded?
EcoTools was founded in 2007. It employs 1 to 10 people.
Where is EcoTools based?
EcoTools is headquartered in Gurnee, United States, in the North America region.
How does EcoTools make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are EcoTools's main competitors?
Direct peers on record are BH Cosmetics, Sigma Beauty, e.l.f. Cosmetics, Wet Brush, Real Techniques and Morphe. Broad incumbents are Physicians Formula, The Body Shop, Sephora Collection and Burt's Bees.
Does EcoTools have an API?
No public API is recorded for EcoTools.
What industry is EcoTools in?
EcoTools's product category is Beauty and Personal Care Tools. Its primary akta.pro industry code is CRABAKAA, Makeup Brushes & Brush Sets, with a secondary code of CRAJAOAJ, Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable). Its NAICS code is 456120 and its SIC code is 2844.