ECO STYLE stands out as a beacon of innovation, sustainability, and quality in the beauty industry. With a diverse range of products tailored to meet the needs of every hair type, ECO STYLE has earned a loyal following among consumers and beauty supply owners alike. In this exclusive interview, we had the opportunity to hear from Julie Marchant-Houle, who will share the brand’s journey, its commitment to eco-friendly practices, and the exciting new developments on the horizon.
OTC: Can you please introduce yourself and tell us about your current role at ECO STYLE?
Julie Marchant-Houle: My role as CEO is to lead the organization, including our management, sales, and manufacturing operations. Philosophically I see the CEO role as one that sets the vision and goals for the business and then empowers the team to achieve those goals.
OTC: What inspired you to enter the beauty industry, and how did you start your journey with ECO STYLE?
Julie: My inspiration for entering the beauty industry dates back to my teen years, where I would spend hours reading beauty and fashion magazines, trying on make-up, and styling/re-styling my hair. While I have not always worked in the beauty industry, I have spent the last 20 years in beauty from leading Procter & Gamble’s beauty business in Canada, running marketing for P&G’s North American Hair Care business, learning the cosmetics industry at Revlon and more recently leading a growing natural and organic beauty business at Hain Celestial. Estyle/EcoStyle was an opportunity to lead a team in a dynamic, growing and changing part of the industry.
OTC: ECO STYLE has become a recognized name in the beauty industry. Can you share the brand’s vision and core values that drive its success?
Julie: ECO STYLE’s vision is to be the #1 solution to limitless styling. Our values center around our consumer:
- WE ARE OBSESSED WITH TEXTURE – We embrace the diverse beauty of every consumer.
- WE ARE ROOTED IN SIMPLICITY – From design to usage, we are intuitively straightforward.
- WE ARE INTENTIONAL ABOUT INNOVATION – We innovate based on genuine consumer needs – ensuring formulas are efficacious, timelessness, and effective.
- WE ARE BEACONS OF DEMOCRACY – We make style and quality available to all without compromise.
OTC: How does the brand stay ahead of trends?
Julie: We stay ahead of trends by remaining true to our core. We formulate based on styling hold, which is at the center of everything we do. We also study the habits of our consumers; this is integral to our innovation process. It allows us to stay close to consumers’ needs, as well as identify opportunities. We are careful to look at trends, not fads and ensure that there is true consumer value in our innovation.
OTC: Your company offers a range of products catering to diverse hair care needs. Can you tell us more about the inspiration behind the Braids & Beyond line?
Julie: The Braids & Beyond was in response to consumers and retailers alike asking for ECO STYLE to enter the space. We found that the idea was more than just an opportunity for a braid gel. Braiding is a process, and the Braids & Beyond line addresses the process from clean parting to smoothing the braids, to soothing the tension.
OTC: The Olive Oil Line is quite popular. What sets it apart from other hair care products in the market?
Julie: Performance trumps gimmicks and fads, and the Olive Oil Gel formula is tried and true with consumers. Often called the “holy grail” of styling, it speaks to diverse usage – across age, economics, gender, and ethnicity. It’s about style without compromise.
OTC: Sustainability is a key concern for many consumers today. How does ECO STYLE incorporate eco-friendly practices in its product development and business operations?
Julie: Our focus on Sustainability has been a thread that runs through our total operation from our hybrid work environment, our focus on optimized shipping approaches, our safe ingredients and formulas and our recycling programs in our manufacturing processes. We set annual goals and targets to improve our overall sustainability.
OTC: Can you highlight any specific initiatives ECO STYLE has been involved with?
Julie: I mentioned that we look at this across the total operation so specific initiatives have included: 1) Our manufacturing shift structure of 4 days per week to reduce employee commuting, 2) Optimized formulas and ingredients that are safer and more sustainable, 3) Corrugate recycling, 4) Optimized shipping to utilize more full trucks (fewer trips) and rail. We continue to explore ways to further reduce our environmental impact including new packaging options. is filled and delivered.
OTC: How does ECO STYLE engage with its customers to understand their needs and preferences?
Julie: We have a small but mighty sales force focused on our relationships with the OTC trade channel. This is how the brand was built and what sustains the brand today. Understanding our customer partner’s business needs are at the center of how we engage with them. Our marketing and innovation team stays close to the end consumer through market research, consumer focus groups, trend data and insights generated from our retail and distributor customers, industry trade shows and syndicated data.
OTC: What has been one of ECO STYLE’s biggest challenges in the beauty industry, and how did the team overcome it?
Julie: Creating relevancy in an ever-changing category is always a challenge for an experienced brand. We’ve done so by staying true to who are – quality, affordable, styling. This has enabled us to transcend gender and generations – continually growing our consumer base. We are proud of the fact that the ECO STYLE consumer is incredibly diverse from an age, gender, income, ethnicity and international standpoint, which speaks to the brand’s ability to remain relevant even in such a dynamic environment.
OTC: What exciting new developments or products can we expect from ECO STYLE in the near future?
Julie: We just launched our newest line of customized stylers called Texture Edit. Leveraging the insight that not all curls are the same ECO STYLE Texture Edit consists of three curl specific lines of stylers: the Kurvy line, the Kurly line, and the Koily line, for maximum moisture, definition and shine. Formulated with a breakthrough technology and special ingredient known as Vitamin K, each line boasts three specific products, meticulously formulated to offer the perfect amount of moisture, definition/hold and shine to the hair. This effectively eliminates the trial-and-error process of finding the products that work for each unique need. There is a line for each of the major hair types Koily Type 4, Kurly Type 3, and Kurvy Type 2 hair textures. Products can be mixed and matched to fit each individual’s haircare needs. ECO STYLE Texture Edit is available now.
OTC: What advice would you give to beauty supply owners who are looking to successfully carry and promote ECO STYLE products in their stores?
Julie: The advice that we would share with beauty supply owners is know that we are interested in helping you grow. Staying and remaining in stock is key as we work to create quality products that keep consumers returning to your doors.
