The site features anything from clothing, shoes and handbags to jewelry, candles and other housewares. First up on LovingEco's flash sales are eco-friendly brands Kenya, Cri de Couer, Stewart + Brown, English Retrends and Eko Miko Candles.
Founders Melinda Moore and Justine Lassoff, who both have backgrounds in digital media and integrated marketing, look at LovingEco as something personal.
"As a fashion-forward mom, with a young son, I deeply care about protecting the planet and created LovingEco to bring stylish, sustainable and affordable products to women everywhere," co-founder and ceo Lassoff told WWD. "I know that women are busy and do not want to compromise on style, so LovingEco provides a curated shopping solution for the modern-day, sexy woman and mother."
Moore, who serves as president of the company, added, "I have always embraced a natural lifestyle and this is a way for me to inspire other women to discover many innovative and stylish eco brands."
Adding to its socially conscious platform, the company will donate 3 percent of net proceeds to a charity picked by a weekly "Tastemaker," the first one being "The Office" actress Melora Hardin. The Tastemakers will also curate a selection of pieces on sale that week to be featured under the "Tastemaker Picks" category.
For more, visit lovingeco.com.