So Eco

So Eco is a British sustainable beauty-accessories brand and part of the Ascot-based company Invogue Limited. It specialises in makeup brushes, sponges, hair tools and bath accessories built from bamboo, recycled aluminium and biodegradable materials, and holds PETA cruelty-free and vegan-friendly accreditation. The brand positions itself as a response to plastic waste in the beauty-tools category and sells across the United Kingdom and other markets through retailers such as Tesco, Sephora and Look Fantastic.

Sources give two different starting points for the brand. Editorial coverage describes So Eco as "operating since 2012" [6], while the founding of its parent company Invogue Limited is dated to 2008 [3]. The 2008 date refers to the parent rather than the So Eco line itself.

So Eco operates as one of several brands within Invogue Limited, a UK personal-care company based in Ascot, Berkshire [3]. According to a company press statement, Invogue was founded by Mark Taylor, who recalled that "the business started around our family dining room table in 2008" [3]. The So Eco line specifically began operating in 2012 as the group's sustainability-focused accessories brand [6].

Within the Invogue portfolio, So Eco sits alongside sister brands including Brushworks, Invogue and Killer Lips. An earlier trading identity, "So Eco (Bespoke Europe)," still appears on PETA's cruelty-free registry, reflecting the entity under which the brand was listed before the current Invogue branding [9].

The brand offers makeup brushes and sponges, haircare tools, bath accessories and other beauty tools, which the company says are "crafted from carefully selected materials." Its makeup brushes combine bamboo handles with recycled-aluminium ferrules and synthetic Taklon bristles, presented as a cruelty-free alternative to animal hair. Recurring products include the So Eco Exclusive Brush & Sponge Set, the Ultimate Brush & Sponge Biodegradable Box Set and a Face Kit containing foundation, blending, tapering and lip brushes.

Packaging is a central part of the product story. So Eco states that its packaging is "FSC certified, recyclable, plastic-free and printed with soy inks," and describes further details such as cornstarch windows, water-based adhesives and PLA bioplastic shipping bags. Editorial sources place the brand at an affordable, drugstore-level price point.

So Eco frames itself around what it calls "thoughtful" and "mindful" beauty, presenting its accessories as a direct answer to excessive plastic packaging in the tools category. The company says it is "dedicated to mindful practices ensuring that both products and packaging are made with carefully chosen materials," and states a goal for all products to be made from natural materials or a minimum of 60% post-consumer recycled content. Its stated mission is to "produce responsibly sourced products and packaging that make a positive impact to the environment" [6].

The brand is accredited by PETA as cruelty-free and vegan-friendly [9], and associates itself with clean-beauty, vegan and sustainable-beauty positioning aimed at eco-conscious shoppers.

A visible part of So Eco's sustainability messaging is a tree-planting scheme run through a partnership with Tree-Nation, under which the brand plants one tree for every 100 products sold. The formal partnership was announced on 11 October 2023, at which point the brand reported 255,000 trees planted, nearly 230,000 of them in Madagascar in collaboration with Eden Reforestation Projects [7].

A live counter on the brand's page has since risen. The current figure is given as 288,849 trees planted, offsetting 14,494.52 tonnes of CO2 as of 6 March 2026 [1]; an earlier snapshot of the same counter recorded 276,883 trees [1]. The difference reflects the running total on an updating counter rather than a discrepancy between sources.

So Eco's parent company, Invogue Limited, received the King's Award for Enterprise in the International Trade category [3][10]. So Eco itself has been noted by the aggregator Cosmetify as a recipient of a "Good Brand" honour from Sublime Magazine [8]. The brand's 2019 launch of a vegan makeup-brush range at selected Tesco stores was covered by Vegan Food and Living, and its Tree-Nation partnership was reported by Beauty Magazine UK.

So Eco is active. Its page on the parent company's site remains live and its tree-planting counter was updated as recently as March 2026 [1]. Invogue Limited continues to distribute the brand across the United Kingdom and other markets, and the parent received the King's Award for Enterprise in 2024.