EcoTools is celebrating its 10th anniversary with the launch of its New Modern Eco Collection, which has a bold new look. The company is marking this milestone year with a rebranding initiative.

The company’s new logo (shown above) features a clean, modern typeface. Stacey Ramstedt, senior director of marketing, at Paris Presents Incorporated, says, “As we ring in this banner year, it’s a perfect time to celebrate the brand’s new look and innovation which enables women to look and feel their best without adding time to their beauty routine. EcoTools’ 2017 collection embraces a sophisticated look and elevated performance, while providing straightforward education for head-to-toe beauty: for flawless makeup application, confidence-building radiant skin and healthy hair that turns heads.”

The new packaging looks modern, with metallic accents. Updates include:

• Redesigned makeup brushes, featuring tapered light-weight brush handles – still made from renewable bamboo – for improved comfort and performance, a brighter wood color, contemporary gunmetal ferrules and beautiful ombre bristles.


•  On-package education that takes the intimidation out of the makeup brush aisle. Each product directly links to the recommended color cosmetic pairing, showcases the end benefit, features a face chart for application and identifies the level of coverage – enhancing and simplifying her beauty routine.


• Continuing to be eco-minded, the entire 2017 collection is comprised of renewable and recyclable materials like tree-free paper and RPET clamshell packaging, to help remove materials from the waste stream.

New launches include a limited-edition Anniversary Brush Set (shown above), a brush set called the Modern Romance Collection, and Perfecting Blender Duo — the first-ever makeup blender featuring the company’s “EcoFoam” technology made from 71% sugar cane. The sponge duo boasts a unique shape with a rounded base for blending, flat side to cover larger surface areas and wedge-like tip for contouring and definition.