Love & Green: a family formula for success in absorbent hygiene products

When millions rely on absorbent hygiene products daily, sustainability becomes a necessity. In a sector dominated by outdated formulas, Love & Green’s entrepreneurial spirit use the EU Ecolabel to turn their ambition into reality: revolutionise hygiene standards.

Born from a simple truth

Love & Green was founded in 2011 by a couple of young parent-entrepreneurs struck by a simple but powerful truth: traditional everyday hygiene products are often packed with petrochemical-based ingredients that can be harmful to consumers and polluting for the planet. Determined to break with conventions, Love & Green set out to offer a healthier, more sustainable alternative that is as affordable and accessible as supermarket staples.

EU Ecolabel: proof of market leadership 

From the outset, the EU Ecolabel has been central to Love & Green’s mission. It ensures and proves to their customers that their products, ranging from diapers to feminine protection, meet strict environmental and performance criteria.

Love & Green essentially expanded the ecological baby diaper market in France, reaching nearly 20% of total sales in this segment by 2023. While industry actors are requested to only meet the 25% requirement for sustainably sourced wood fibres, according to an independent third-party certification scheme, Love & Green raises the bar by using 100% FSC-certified cellulose across its entire hygiene range. This ambition translates into impact: today, over 80% of the company’s turnover comes from EU Ecolabel-certified products. 

Environmental stewardship as a growth engine

At the heart of Love & Green’s success lies its total commitment to transparency and eco-design. Once the EU Ecolabel was displayed on the packaging, it highlighted a key moment in the company’s journey, boosting its image as an environmentally engaged brand.

“We are committed to getting the most demanding and serious ecological labels on every single product. For absorbent hygiene products, the EU Ecolabel is really the most trustworthy and credible label because it combines environmental and performance excellence,” said Céline Augusto, founder and CEO of the company, in a recent webinar on EU Ecolabel absorbent hygiene products.  

In a crowded marketplace, the EU Ecolabel acts as an independent guarantee of safety, quality, and environmental performance. 

For absorbent hygiene products, it even requires rigorous testing of absorption levels, reassuring parents that Love & Green’s environmental responsibility goes hand in hand with effectiveness.

Rivalling the big brand, the green way 

Backed by a modest but agile team of 35, Love & Green has built a flexible and resilient business model through a network of expert partner factories in France and neighbouring EU countries.

Partnerships with suppliers who also hold environmental credentials, such as Drylock, further strengthen the company’s position. With 70% biologically sourced ingredients and the EU Ecolabel as proof of serious ecological commitment, Love & Green stands apart from uncertified competitors. 

Its products are widely available in major French retailers such as Carrefour, Leclerc, Intermarché, Auchan, Monoprix, and Système U, as well as online platforms like Amazon, Greenweez, and its own e-shop. Distribution in over 200 pharmacies extends its reach even further.

Redefining excellence for the whole sector 

The EU Ecolabel journey has been a source of pride for Love & Green. When absorbent hygiene protection certification requirements went stricter (2023), the brand welcomed the change. Having long advocated for higher transparency and composition standards, Love & Green saw this as recognition of its leadership role in driving the sector forward. 

“The EU Ecolabel has played a great role in managing to convince new consumers to switch to ecological products thanks to its credibility,” stressed Mrs Augusto.

Want to discover how the EU Ecolabel can help your business lead with transparency and grow with confidence? 

Check out the EU Ecolabel criteria and learn how to apply! 

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