Founded on the premise of offering better choices for New Zealanders, ecostore has been recognised by the Reader’s Digest Trusted Brand Awards in the Laundry category for their range of laundry liquids, powders and capsules – the only eco-brand recognised in the category this year.
The Reader’s Digest annual Trusted Brands awards celebrate the brands New Zealanders trust most, voted entirely by consumers through independently conducted research. Brands included in the list were generated by asking New Zealanders their most trusted brands, unprompted. Now in its 26th year, the Trusted Brands awards have become an iconic litmus test of customer sentiment in Aotearoa.
CEO Pablo Kraus says ecostore is committed to innovation in the eco-laundry industry by delivering a plant and mineral-based range that blends sustainability with exceptional cleaning power. “We are absolutely thrilled to be recognised by the Readers Digest Trusted Brand Awards in the Laundry category. Over our 30 years of operations, we’ve strived to create and refine products that work every time, delivering powerful results without causing harm to people or the environment. Knowing we’re trusted by the people of New Zealand to get the job done is hugely rewarding for us.
“It’s great to see the growth of eco-conscious products in this category, overcoming the common misconception that a product isn’t as effective if it’s a plant and mineral-based formula. This is a fantastic example of consumers knowing that when they reach for ecostore, they’re getting quality performance and sustainability in one!”
Ecostore’s most powerful range is the Ultra Power 3 in 1 with PlantActive enzymes that effectively remove odour and tackle a broad range of stains. The renewable enzymes are extra tough on dirt and stains, and whiten whites without optical brighteners, phosphates or synthetic fragrances.
Their Ultra Sensitive range has been specially formulated for those with sensitive skin, without compromising on performance. It’s approved by Sensitive Choice, dermatologically certified and recommended by the Eczema Association of Australasia. It’s also free from fragrance and colourants, making it safer for those with allergies or asthma.
“With its commitment to sustainable, low-tox living, and care for members of the community with sensitive skin and health challenges, ecostore’s range of plant and mineral-based products are a welcome addition to the market,” says Louise Waterson, Editor-in-Chief of Reader’s Digest magazine. “The team at ecostore has won Highly Commended Trusted Brands Award in the laundry detergents category of the 2025 Most Trusted Brands survey. This endorsement is proof that ecostore’s efforts to ensure its products are as safe on sensitive skin as they are for the environment has been worth it. Ecostore is to be congratulated for its nature- and health-first approach to laundry detergents.”
As well as being acknowledged as a Trusted Brand, ecostore has also achieved B Corp certification, their factory is Toitū net carbonzero, and they are aligned with Eco Choice Aotearoa. Operating for over 30 years, ecostore has become a household name in New Zealand, synonymous with sustainability and safety. The brand has been at the forefront of the eco movement and fostering a community of like-minded individuals who understand that small actions can have a big impact.