The Eco Well — launched by trained cosmetic chemist Jen Novakovich — takes a "myth busters" approach on misinformation surrounding the beauty industry, specifically when it comes to greenwashing. The sustainably-focused Canadian brand offers an informative podcast and social media presence where Novakovich interviews leading scientists about what evidence is really available about the claims many skincare conglomerates make.
The Eco Well believes much of the misinformation surrounding the cosmetic industry comes from many scientists "staying behind closed doors," which is why the brand is committed to scientific communications. The audience is not other academics, but rather everyday consumers looking to see behind the smoke and mirrors and understand the science behind the products they use.
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