Washing your face and hands in the morning, doing the dishes after a meal, doing the laundry, and cleaning the kitchen and bathroom—these seemingly ordinary tasks make up the true rhythm of everyday family life.
In the past, when choosing household cleaning and personal care products, people may have focused first on cleaning performance, price, and fragrance.
Today, however, more and more people are asking additional questions:
Is the formula gentle?
Is it suitable for sensitive skin, children, and babies?
Does it contain unnecessary ingredients?
Is it something the whole family can feel comfortable using every day over the long term?
In 2024, the Hong Kong Consumer Council tested 12 in-wash scent booster products and found that every sample contained fragrance allergens of varying types and concentrations. It also advised people who are prone to skin or respiratory sensitivities to choose and use fragranced products with care.
This does not mean that all fragranced products are unsuitable. It does, however, reflect the fact that when cleaning products repeatedly come into contact with clothing, skin, and living spaces, consumers are paying closer attention to product ingredients, fragrances, and labelling information.
At the same time, Hong Kong consumers are becoming increasingly receptive to more sustainable choices.
A 2024 survey of 1,199 Hong Kong consumers found that 78% had paid more for a more sustainable product or service. Nearly seven in ten also said that when quality and price were comparable, they would prioritise products with sustainability attributes.
These changing attitudes reflect a growing desire for everyday products that are not only effective, but also better aligned with the needs of individuals, families, and the environment.
Everyday Care from New Zealand
Many Hong Kong consumers may have first discovered ecostore on the household cleaning shelves of a supermarket, or while shopping online for laundry, dishwashing, and personal care products.
The brand’s simple, naturally inspired packaging may be what first catches the eye, but the philosophy behind ecostore began more than three decades ago.
Since its founding in New Zealand in 1993, ecostore has remained committed to a simple yet firmly held belief: household cleaning, personal care, and environmental responsibility can exist naturally side by side.
A good everyday product should do more than simply clean. It should strike a balance between performance, user experience, and environmental responsibility, making care for ourselves, our families, and the environment a natural part of daily life.
This commitment, sustained for more than 30 years, is reflected not only in ecostore’s formulations and brand philosophy, but also in the long-standing recognition it has received from official organisations and consumers in New Zealand.
ecostore was the first company authorised by the New Zealand Government to use the FernMark silver fern symbol, with certification number FernMark 100001.
The brand was also named one of New Zealand’s Most Trusted Brands for two consecutive years and received recommendations and recognition from Consumer NZ for two consecutive years.
These endorsements from the brand’s home country represent ecostore’s long-term commitment to product quality and its guiding principles. They also reflect the deep trust the brand has built among New Zealand families.
Over the decades, ecostore has grown from its New Zealand roots to become part of everyday family life across Asia and around the world.
Today, from the kitchen, bathroom, and laundry room to baby care and personal care, ecostore aims to offer thoughtfully developed, gentle products that allow effectiveness, gentleness, and environmental considerations to work together rather than compete with one another.
For Your World: Caring for Every World That Matters to You
This year, ecostore introduced its global brand platform, “for your world”.
The word “world” does not refer only to the planet we all share.
It can also mean the home you return to each day, the dining table where the family gathers, every stage of a child’s growth, and the way each person chooses to care for themselves and the life around them.
For yourself
Choose gentle personal care products that make everyday moments such as handwashing, bathing, and caring for your skin feel comfortable and enjoyable.
For your home
Keep kitchens, bathrooms, and clothing clean while choosing products that better suit the needs of your household.
For your wellness
Let the products you use each day do more than simply perform a function, bringing greater comfort and ease to a busy lifestyle.
For our planet
Believe that every seemingly small choice can contribute to a more environmentally responsible way of living.
This is more than a brand statement. It is a belief that ecostore has upheld for many years.
For modern families, a product that is suitable for long-term use does not need to be complicated. It should be easy to use, dependable, and able to fit naturally into the rhythm of everyday life.
Ultra Sensitive Fragrance-Free Range
For people with sensitive skin, families with babies and young children, or anyone who prefers to reduce their use of fragranced products, the formulation of an everyday cleaning product can matter more than its scent.
The ecostore Ultra Sensitive range was created for people seeking a gentler approach to everyday cleaning. Its fragrance-free formulations are designed to minimise unnecessary additions and return daily cleaning to a simpler, more straightforward experience.
The range has also received recognition from professional organisations and testing standards, including endorsement from the Eczema Association of Australasia, the Sensitive Choice approval mark, and Repeat Insult Patch Testing, providing multiple levels of validation through both expert assessment and human testing.
Ultra Sensitive Laundry Liquid and Ultra Sensitive Dish Liquid address two of the most frequently used cleaning routines in the home.
Ultra Sensitive Laundry Liquid
Clothing, bed linen, towels, and children’s everyday essentials remain in close contact with the skin for long periods of time.
Ultra Sensitive Laundry Liquid provides effective everyday cleaning while placing an emphasis on a gentle user experience. It is particularly suitable for households that prefer to reduce fragrance and unnecessary additives.
Ultra Sensitive Dish Liquid
From plates and glasses to baby bottles, dish liquid is one of the most frequently used products in the kitchen.
Its fragrance-free formula is especially suitable for people who prefer to avoid strong scents or who want a gentler cleaning option for the family.
Laundry and dishwashing may seem like simple household tasks, but they are among the most frequently repeated routines in family life.
When a product balances cleaning performance with a gentler user experience, these everyday tasks can feel easier and more reassuring.
Baby Range
For new parents, bath products are not the only things that come into contact with their baby every day.
Clothing, towels, bedding, tableware, and toys are all part of a baby’s daily environment. As a result, parents often pay particularly close attention to formulations, fragrance, and how products are used.
The ecostore Baby range is designed around common family and baby-care needs, offering simple and gentle everyday options.
Fragrance Free Baby Body Wash & Shampoo uses a fragrance-free formula and is suitable for families wishing to reduce their baby’s exposure to fragrance.
Baby Body Wash & Shampoo features a lavender and chamomile fragrance and combines shampoo and body wash in one product, helping to make a baby’s daily cleansing routine simpler and more convenient.
The range has also received recognition through a number of parenting awards and recommendations, including recognition across four categories at the 2026 Kiindred Awards, as well as ongoing attention and recommendations from the Bounty Awards over multiple years.
ecostore’s philosophy is:
Everything you need, nothing you don’t.
By keeping what is genuinely needed for everyday care and reducing unnecessary complexity, the range helps parents care for their babies with greater confidence, without having to navigate an overwhelming number of product choices.
Plant and Essential Oil Soap Bar Range
For those who enjoy a naturally inspired cleansing experience with botanical scents, ecostore’s classic plant and essential oil soap bar range offers a simple and practical choice that fits easily into daily life.
The range uses plant essential oils and naturally derived ingredients to create fresh botanical fragrances. Different varieties feature ingredients and inspirations such as New Zealand mānuka honey, lemongrass, and coconut-derived ingredients, adding a natural and relaxing touch to everyday handwashing and bathing while cleansing gently.
For many Hong Kong families, bar soap has always offered a highly practical advantage: it is simple, long-lasting, and versatile.
One bar can be used for handwashing or bathing, without the need for multiple specialised products. It also takes up very little bathroom space, making it especially suitable for urban households with limited space and a preference for practical everyday solutions.
Soap bars also do not require plastic pump bottles. For anyone looking to reduce single-use plastic packaging, switching one frequently used cleansing product is an easy and achievable place to begin.
There is no need to change every lifestyle habit at once.
Starting with one of the most frequently used products in the home is already a small step towards more conscious living.
A Safer Choice for Hong Kong Families
In fast-paced Hong Kong, people may not always have time to research every household product in detail.
A brand worth using over the long term should therefore make everyday choices simpler, rather than adding more complexity to life.
From laundry, dishwashing, and household cleaning to baby care, handwashing, and bathing, ecostore products cover a wide range of everyday household needs, allowing families to choose products according to their own priorities and routines.
ecostore is currently available through a number of major retail and online channels in Hong Kong, including PARKnSHOP, GREAT Food Hall, Marketplace, and selected retailers, making it easy to shop for weekly household essentials or pick up a product whenever a top-up is needed.
A happy home is not defined by one major moment.
More often, it is shaped by the accumulation of small, seemingly insignificant choices made every day.
From washing a piece of clothing to cleaning a baby bottle, and from tidying the kitchen to caring for the skin of ourselves and our families, each choice reflects a desire to bring greater confidence into daily life while creating something better for the future.
Because the world you treasure deserves to be treated with care.
For yourself, for your home, for your wellness, and for our world.
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