"Ecological", "Sustainable", "Bio", "Organic"... brands use several terms to try to attract environmentally conscious consumers; however, not all of them mean the same thing.

The continuous use of these words has led to many consumers today not knowing the differences between one term and another, causing them to not be fully aware of what they are consuming and how they are benefiting the environment around them with said consumption.

Two of the terms that generate the most confusion among those interested in this trend are "ecological or eco-brand" and "sustainable brand."

What is a sustainable brand?

Qualifying a brand as sustainable implies a very broad concept that is often confused with the term "green." When we use the term sustainable, we can be referring to a food, cosmetic, or textile company, but also to a specific service or environment.

Although it is a term widely used by brands, and that does not always correspond to reality, there are certain factors that can help us detect if a brand is truly sustainable:

- They highlight the care and respect for the environment
- They take into account aspects beyond the environment, such as fair trade, human rights, or recycling policy
- Local economy. Storage and manufacturing are carried out in the same country

Sustainability has much higher standards than the term "green." For example, a cosmetic may have been formulated with natural ingredients and required a lot of energy to manufacture and ship to your home, without worrying about what happens afterward with the packaging. In this case, it would be considered a natural cosmetic but not sustainable.

What is an ecological brand?

The term "ecological brand" is much more precise. A brand is considered ecological when it has gone through the minimum possible number of processes before reaching your hands.

In addition to sustainable production, ecological brands also do not use synthetic chemical products and respect the natural cycles of the different parts that make up the ecosystem.

In the case of cosmetics, for a product to be considered ecological, 95% of the ingredients used in its formulation must be ecological, and the remaining 5% must contain at least 10% ecological substances.

In short, a brand is sustainable when its products have been produced respecting the environment, but that does not mean it is ecological.

Maminat, a natural, ecological, and sustainable brand

Maminat, in addition to being a natural cosmetic brand, is also ecological and sustainable, something that differentiates us from our competitors. But, why do we say that Maminat is ecological, natural, and sustainable cosmetics?

• Local production. In order to ensure the highest possible freshness and reduce our carbon footprint, at Maminat, we work with ingredients from organic farming, specifically from the Mediterranean. The packaging for our products is also purchased from local companies to reduce transportation.
• Sustainable packaging. We use reusable glass containers to avoid single-use plastics and, additionally, we work with mineral paper labels, thus avoiding tree felling. Our products arrive at your home in a unique recycled cardboard box.
• We encourage helping others. We currently work with Mil.una Sagunt, a project located in Valencia that helps women in situations of social vulnerability. Additionally, for every green box you purchase on special occasions, such as Christmas or Mother's Day, we will plant a tree with the association 'One Tree Planted'
• Ecological cosmetics. All our products are made with ingredients from organic farming. In fact, our color line already has the ecological product certificate.

In short, if you want to bet on a brand that is both sustainable and ecological, you must become aware of its entire production process: from when the product was sown until it reaches your hands.

Furthermore, truly sustainable brands will invite and help you become aware of the importance of reducing packaging and reusing the ones we generate.