Retail Beauty isn’t the only one celebrating 20 years this year—so is Ecoya! Founded in Australia and designed in New Zealand, Ecoya has grown from a soy wax candle brand into a full lifestyle brand, inspired by Australasia’s landscapes. To mark this milestone, Ecoya has reintroduced some its most beloved fragrances and products. Michelle Ruzzene chats with CEO Claire Barnes to learn more.

How has Ecoya’s Australasian heritage influenced product development?

Australasia has always been our home and our muse. From the very beginning, our products have reflected the unique environment, lifestyle, and culture of Australia and New Zealand. This connection is evident in the natural ingredients we use and the fragrances we create. For example, our Kōwhai & Cedarwood is a Kiwi favourite first introduced in 2013, now refreshed with rugged Australian cedarwood and warm amber, creating a uniquely captivating scent.

What sets Ecoya apart in the competitive fragrance industry?

One of our core strengths is our commitment to creating fragrances that feel natural and authentic to the environment here. Our scents aren’t too fancy—they’re reflective of the relaxed, yet sophisticated, Australasian lifestyle. This connection to the local culture sets us apart from many European brands that don’t necessarily resonate with the everyday experiences of our customers. Our ability to blend this authenticity with innovation, like our Plug-In Diffuser that offers 700 hours of fragrance, really helps us stand out.

How is Ecoya celebrating its 20th anniversary?

It’s incredibly exciting and humbling to reach this 20-year milestone. Over the past two decades, we’ve seen Ecoya grow from a small idea into a brand that resonates with so many people across Australasia and beyond. To celebrate, we’ve refreshed our brand’s look with a new shield emblem and vibrant colours, making our products even more recognisable. We’re also adding two new fragrances—Sandalwood & Amber and Mandarin Gin—while retiring some older ones. The journey has been about innovation and connection, and our Greatest Hits Collection honours our past while looking ahead.

What is the Greatest Hits Collection?

The Greatest Hits Collection reintroduces three of our most beloved fragrances—Sweet Fruits, Kōwhai & Cedarwood, and Bamboo & White Lily—as Limited Edition offerings. We’ve also updated classic products like the Madison Candle and Reed Diffuser, giving them a fresh new look.

I believe you have some exciting retail news?

Absolutely! We’re thrilled to announce that we’ll be opening our first standalone retail store in the coming months. This is a significant step for us, as it will allow customers to fully immerse themselves in the Ecoya experience. The store will showcase our full range of products and offer a destination for people to discover and enjoy our fragrances in a dedicated space.

How do you plan to leverage Ecoya’s expanded retail footprint and online presence?

Our strategy is multi-faceted. In our retail stores, we’ll feature the new fragrances prominently with eye-catching displays and in-store promotions that highlight their unique Australian twist. Online, we’ll develop targeted digital marketing campaigns that connect the fragrances to the local lifestyle. Additionally, we’re looking to partner with specialty department stores and boutiques to expand our visibility. Social media will play a big role too—we plan to use our strong following to generate buzz, potentially through influencer collaborations and user-generated content campaigns.

What can customers expect from Ecoya in the near future?

We’re always working on something new! Beyond the store opening, we’re also preparing for the upcoming holiday season with unique Christmas collections. We’ve got our Goldie candle (and Grand Goldie candle) that’s creating a lot of excitement—it’s a great example of how we continue to innovate while staying true to our roots. Customers can definitely expect more exciting products and experiences from us as we continue to grow.

This article was first published in the Spring issue of Retail Beauty:

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