Mindfully made: Spa brand endota targets new market with accessible new range of conscious products

Clean by endota is a new range of natural personal care products featuring hand and body washes and lotions made to its clean beauty standards of harnessing botanical ingredients for its products.

The COSMOS-certified products, which range from A$25 to A$30 (U$18 to U$22), were designed to make clean and organic products more accessible to a wider market.

“[Consumers] have a strong focus on improving their health and well-being and choosing products that are treading lightly on the earth, with regard to being ethical and sustainable, looking after our land, our people and our environment,”​ endota founder and CEO Mel Gleeson.

“We wanted to create a range of natural skin and body care products that catered to the conscious consumer. By creating a nourishing body range with a lower price point, we have set out to reach a new market and introduce endota products as an accessible and vital part of consumer’s daily care routine,” ​

The new product range taps into the clean beauty movement, which it believes will continue to increase in importance within the beauty and personal care market, even in the mass market.

“In the last 10 years, natural beauty has gone from being a fringe industry to an established sector. Today, thanks to consumer awareness and improved manufacturing, it continues to gain in size and importance. We continue to encourage natural and organic skincare daily as a routine, not a luxury,”​ said Gleeson.

“​We are excited to see the clean beauty movement growing exponentially over the last couple of years​… The Australian beauty industry is a market leader in prestige clean and organic skin and body care, so we owe it to all consumers to educate them and provide a competitively priced body range that speaks to the endota brand.”​

Aside from its ingredients, the brand’s cleanliness stretches to its packaging.

Following the 2020 packaging upgrades for endota’s flagship range, Clean by endota uses packaging that is made from recycled resin from single-use plastics, sugarcane derived PE, recycled PE, cardboard from managed forests and fully recyclable glass.

Additionally, refill pouches will be available for purchase starting in November 2021. The pouches use 60% less plastic than the bottles and are 100% recyclable through endota’s REDcycle partnership.

“As a brand, we at endota are consciously looking to reduce our carbon footprint. Taking a holistic approach to sustainability we have looked beyond the ingredients we are using in our products and have ensured that through our packaging we are looking after our land, our people, and our environment,” ​said Gleeson.

The current line-up is only the start, moving forward the company is planning to launch more products, especially for facial use.

Gleeson said: “As we expand our range and begin catering to new markets, we wanted to build the foundation of this range on trusted products… As we look to the future, we would love to see this range expanding to include product design with delicate ingredients for daily face use.”​