Eco-Fashion is definitely more than just a fad. More and more consumers are looking to purchase eco-friendly and natural products in the fashion, beauty, personal care and toys industries. Enter LovingEco, a recently launched flash sales site which is essentially a Gilt Groupe for eco-fashion and natural goods

LovingEco, which was founded by Justine Lassoff and Melinda Moore, features daily sales on discounted eco-friendly, natural items. For example, one of today’s sales is for organic cotton clothing. Another sale features handbags that are made from inner tubes collected at local truck stops.

Similar to OneKingsLane and Gilt, LovingEco features ‘tastemaker pics,’ where celebrities and environmental experts curate their favorite products from the sales. The site also features a V-Wall for the community to share their donations and eco-friendly content.

And LovingEco takes sales a step further and donates 3 percent of net proceeds from each purchase to a ‘tastemaker charity’ to help support a social or environmental cause.

LovingEco, which faces competition from Pure Citizen, has raised a seed round of funding from angel investors that include Allen Debevoise; CEO of Machinima; Emily Della Maggiora, VP of comScore Marketing Solutions; Douglas Abel, former VP at Sapient; and Jackie Wilga, SVP Marketing at Live Nation Entertainment.


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