# Cruelty-Free Chinese Cleaners eco&more Aims to Get Chinese Consumers Caring About Animal Testing By Laura McQuarrie | Published 2018-04-12 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/eco-more References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Meet_the_brand_promoting_crueltyfree_beauty_in_China/141682) & [eco-more](https://www.eco-more.com/) eco&more is setting itself apart as a leader in the cruelty-free movement. While there are many products in North America that boast cruelty-free labels, this brand founded in Shanghai is disrupting the Chinese market. As founder Jeni Saeyang puts it: "I see only a very small group of Chinese consumers care about animal testing, but we want to set a model. eco&more is a very young brand, but our Chinese rivals actually copy us and watch what we do, so being cruelty-free is an example showing people how forward-thinking our brand is." Some companies specifically avoid selling products in China, as it does require animal testing on many goods. eco&more makes its natural and cruelty-free personal care and cleaning products with simple ingredients and essential oil scents. Producing cruelty-free products is a focus for the brand, but so is sustainability—eco&more aims to promote packaging reuse and reduce waste with refill stations and eco-friendly initiatives in Shanghai. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 20% | Activity: 17% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Cruelty-free Movement in China:** The rise of eco&more in the Chinese market disrupts the perception that only a small group of Chinese consumers care about animal testing. - **Focus on Sustainability in Personal Care and Cleaning Products:** eco&more's emphasis on packaging reuse and eco-friendly initiatives presents an opportunity for disruptive innovation in the personal care and cleaning industries. - **Copying and Monitoring Competitors in the Chinese Market:** The Chinese rivals that copy eco&more's cruelty-free example demonstrate the potential for disruptioin through brand emulation strategies. ### Where This Applies - **Personal Care Products:** The awareness and demand for cruelty-free personal care products, like those offered by eco&more, provide opportunities for disruptive innovation in the industry. - **Cleaning Products:** The increasing interest in cruelty-free and sustainable cleaning products, as exemplified by eco&more, opens avenues for disruption in the cleaning industry. - **Brand Monitoring & Imitation:** The practice of Chinese rivals copying and monitoring eco&more's initiatives highlights the potential for disruption in the brand monitoring and imitation industry. ## Related on Trend Hunter - [Cruelty-Free Cosmetic Updates](https://www.trendhunter.com/trends/avon-beauty-products.md) - [Vegan-Friendly Collagen Skincare](https://www.trendhunter.com/trends/annemarie-brlind.md) - [Vegan-Certified Pet Hair Products](https://www.trendhunter.com/trends/amore-pacific-1.md) - [Free-From Private Label Cleaners](https://www.trendhunter.com/trends/nature-grocers-brand-household-cleaners.md) - [Free-From Household Cleaners](https://www.trendhunter.com/trends/multi-surface-eco-cleaner.md) - [Cruelty-Free Grocery Catalogues](https://www.trendhunter.com/trends/ethical-food-products.md) - [Pet-Powered Beauty Campaigns](https://www.trendhunter.com/trends/animal-intelligence.md) - [Low-Waste Pet Grooming Products](https://www.trendhunter.com/trends/good-fur.md) - [Ethical Skincare Brands](https://www.trendhunter.com/trends/tone-cosmetics.md)