A trip down memory lane

DISCOVER HOW ECOVER STARTED ALMOST 40 YEARS AND HOW WE’VE BEEN CLEANING THE WORLD EVER SINCE.

  1. 1979

    BORN TO CLEAN

    After seeing the damage to waterways and aquatic life caused by phosphates and other cleaning chemicals, a bunch of Belgian hippy scientists decide to find a cleaner way. Starting from a tiny shed, they develop a bold new phosphate-free formula and launch ECOVER®.

  2. 1989

    GOING MAINSTREAM

    Our first box of washing powder hits supermarket shelves across Belgium. A new market for alternative cleaning products is born. It’s what eco-conscious consumers have been waiting for – and demand surges.

  3. 1992

    OUR GREEN MACHINE

    We build our ecological factory in Malle, Belgium. Our vision of what clean manufacturing could be. With a living, green roof for insulation, eco-bricks made from recycled coal waste and sustainable wood instead of concrete and steel. It’s the place we’re still proud to call home today.

  4. 1991

    RECYCLED ADS IN THE UK

    To launch ECOVER®. in the UK, we create the ‘Washes Righter’ recycled poster campaign. Made from the printed overruns of old posters and assembled on the floor of an old carpet warehouse in Greenwich, each 10ft x 60ft poster is a one-off created by 100 up-and-coming UK artists.

  5. 1992

    OUR FINEST HOUR (NOT)

    We thought it would be a good idea to launch a naturally-derived beer glass cleaner for pubs and bars. Needless to say it didn’t catch on.

  6. 1993

    UN-BELIEVABLE

    The UN puts us in their Global 500 Roll of Honour for outstanding achievements in protecting and improving the environment. Another Environmental Stewardship Award follows in 1999 for our commitment to environmental manufacturing processes.

  7. 2000

    ROCKING A SOFTER LOOK

    As sponsors of Antwerp’s Laundry Day festival, we launch ‘Softens Your Clothes’, a tongue-in-cheek fabric softener campaign. We took the famous AC/DC logo, rewrote it as ABBA and stuck it on a tough hairy biker. Needless to say, the limited-edition t-shirts given out at the festival didn’t hang around for long.

  8. 2001

    STEAL OUR FORMULA

    We launch a daring ad campaign deliberately giving away our biodegradable formula. Challenging the competition to use it ‘for nature’s sake’ with one ad appearing directly outside a big corporate competitor company. The goal? To put environmental protection above every other consideration.

  9. 2008

    TIME FOR SOME RECOGNITION

    Time ® Magazine features us and then-CEO Mick Bremans as Eco Pioneers for their Hero of the Environment issue. Along with 30 other green trailblazers fighting to save the planet.

  10. 2008

    WORK WITH WATERAID

    To help raise awareness around water usage, we partnered with WaterAid to launch an on-pack promotion and free water care pack, including a hippo water saver for toilets. We also helped fundraise for their many life-saving projects around the world.

  11. 2009

    ECO SURFACTANT BREAKTHROUGH

    Our scientists make a real discovery, creating a new eco-surfactant for our new range of hard surface cleaners. Using sugar fermentation instead of petroleum, these tough molecules deliver a powerful, naturally derived clean.

  12. 2011

    PLANTASTIC® PLASTIC

    We unleash our first 100% recyclable plastic bottles made from renewable sugarcane instead of petroleum. Nowadays, our bottles contain a mix of PlantPlastic® and post-consumer recycled plastic.

  13. 2014

    FROM BEACHES TO BOTTLES

    To highlight the harm of plastic waste in our oceans, we launch a limited-edition washing-up liquid in a specially designed Ocean Plastic bottle. The first of its kind, the 2014 bottle is made up of 10% of plastic recovered from the North Sea with the rest coming from post-consumer recycled plastic.

  14. 2015

    A NEW KIND OF COMPANY

    ECOVER® is certified by B Corp, making us a founding B Corp in Europe. B Corp (which stands for Benefit Corporation) is to business what Fair Trade is to coffee. A certification that rates companies on social and environmental performance, as well as transparency and accountability. It’s what we’re all about.

  15. 2017

    OUR NEW PALM OIL-FREE FABRIC SOFTENER

    We launch our new palm oil-free ECOVER Laundry Fabric Softener. With the help of a softening agent derived from French rapeseed oil, we are able to remove palm oil from the formula. As a result, that year we cut our responsibly-sourced palm oil use by around 200 tons.

  16. 2017

    GROWING THE FAMILY

    Our new sub-brand – ECOVER Essential – launches for the health food trade in mainland Europe. Featuring 100% naturally derived fragrances, the range is certified by ECOCERT, the rigorous standard for environmentally friendly products

  17. TODAY

    OUR NEW BOTTLE

    Single-use, throwaway plastic culture has had its day. So we’ve given our plastic packaging a serious rethink. The result? Our brand new Washing Up Liquid bottle made from 100% post-consumer recycled, 100% recyclable plastic. By 2020, we’re aiming to make all our bottles like this.