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Ecostore’s Ultra-Sensitive Approved by Sensitive Choice®


Ecostore’s Ultra-Sensitive Approved by Sensitive Choice® & Dermatologically Tested

Consumer demand for fragrance free products to reduce allergy and asthma triggers

New Zealand, Tuesday 28 August 2018: Ecostore’s ultra-sensitive product range has been approved by the National Asthma Council of Australia and the Asthma and Respiratory Foundation of New Zealand’s Sensitive Choice® programme – and is currently the only hand and body product in New Zealand carrying the blue butterfly, assessed by an independent panel including a respiratory physician, allergist, GP, pharmacist, chemist and an engineer.

Ecostore’s most popular ultra-sensitive home and body products have also been dermatologically tested for people with sensitive skin, giving consumers peace of mind that they are making a better choice for their health and the environment.

New research conducted by Dr. Anne Steinemann, Professor of Civil Engineering at The University of Melbourne, shows that fragranced products are having adverse health effects upon millions of people.

Steinemann’s study results indicate that 64.3% of asthmatics in the USA, 55.6% in Australia, 33.1% in Sweden and 27.8% in the UK, report one or more types of adverse health effects from exposure to fragranced products such as air fresheners and cleaning supplies. Locally, New Zealand has some of the highest rates of allergies in the world. At least one in ten babies born in New Zealand will develop an allergy, according to Allergy NZ.

The Asthma and Respiratory Foundation of NZ head of education and research, Teresa Demetriou says the Foundation is delighted to welcome ecostore to the Sensitive Choice® programme.

“Ecostore’s ultra-sensitive range will join the Sensitive Choice programme of asthma and allergy aware products that may reduce allergy triggers in day to day life. Ecostore’s ultra-sensitive range of products was assessed by an independent panel and the products have been awarded the Sensitive Choice® blue butterfly to help provide a better choice for people with asthma or allergies.”

Katyee Boyd, holistic health and nutrition specialist at the Boyd Clinic in Auckland, says chemical regulation is woefully inadequate in New Zealand and the world as it fails to consider the health risks associated with low level toxicants over a lifetime.

“It’s about making simple changes that have a big impact, such as swapping out your plastic food wrap for beeswax wrap, chemical weed killer for organic weed killer, and fragranced products to fragrance free, like ecostore’s ultra-sensitive. Making better choices is an amazing start to help reduce multiple chemical sensitivities.”

Ecostore’s research and development manager Huia Iti says the company developed its ultra-sensitive fragrance free products to make it easier for people with asthma or allergies to care for their home and body.

“There has been an increasing demand for more ultra-sensitive products to provide consumers with sensitive skin with a complete solution that covers all areas of the home from laundry through to personal care. Consumers are looking to minimise their exposure to hazardous chemicals in their homes and in their personal care. Our ultra-sensitive products are low-allergy, dermatologically tested formula, and fragrance free to help reduce the risk of chemical exposures and triggers for people with asthma or allergies.”

In New Zealand more than 521,000 people take medication for asthma, and up to 80 per cent of asthma is associated with allergy, according to the Asthma and Respiratory Foundation of NZ. Iti says that’s a lot of families that need to be prepared for the New Zealand allergy season this spring.

“Many people are unaware that even fragrances made from essential oils can cause an allergic reaction for extra sensitive people and with its prevalence increasing in New Zealand, this is why ecostore developed its ultra-sensitive fragrance free range.”

Fabric Softener, Multi-purpose Cleaner, and Body Lotion will also join the ecostore home and body product range this spring.

Ecostore will be supporting the Asthma and Respiratory Foundation of New Zealand’s Breathe Better September campaign to raise awareness of respiratory conditions in New Zealand, through the Better Breathing Art Competition for school aged artists and the Bike for Better Breathing event on 1 September in Wellington’s Cuba Mall.

Katyee Boyd will be available at the ecostore retail store in Freemans Bay in Auckland on Sunday 9 September between 11:30am and 1:30pm to provide 10 minute consultations on allergy and asthma related triggers. Ms Boyd believes the cause and solution to many of today’s ailments can boil down to something as simple as what we’re putting into our bodies.


For more information about ecostore’s ultra-sensitive range visit:

For more information about Breathe Better September visit:

To arrange an interview with Huia Iti, Teresa Demetriou or Katyee Boyd, contact: Jessica Griffin on or 021 2214 822.

For images, visit this Dropbox:

To follow ecostore on social media, like @ecostore on Facebook and Instagram.

About ecostore
Ecostore is the leading environmental and sustainable brand in New Zealand, focused on Home, Body, Baby and now Oral Care. Ecostore sells its products in over 10 countries around the world. In 1993 Malcolm and Melanie Rands started ecostore in a small New Zealand ecovillage. They were on a mission to help families care for their homes, their health and the world. Wanting to support this mission but also build on it, the Kraus family initially became involved with ecostore in 2003, with the ownership passing to this Kiwi family in 2015. The company is now lead by managing director Pablo Kraus, and the values and ethics of the company are still our highest priority. We now put this care into every home, body and baby product we make, because we think it should be easy for you to create a safer home, a healthier world and a better tomorrow. To find out more information visit

About the Sensitive Choice® Programme and the Asthma and Respiratory Foundation NZ

The Asthma and Respiratory Foundation NZ is New Zealand’s not-for-profit sector authority on all respiratory conditions including asthma, bronchiectasis, childhood bronchiolitis, childhood pneumonia, chronic obstructive pulmonary disease (COPD), lung cancer and obstructive sleep apnoea. The Foundation run Sensitive Choice® in New Zealand, a community service programme helping consumers to identify products that are asthma and allergy friendly. For further information visit For Breathe Better September images visit this dropbox:

About Katyee Boyd

Kaytee has been involved in the Health and Wellness industry for over 25 years. After graduating from Otago University with a double degree in Human Nutrition and Sports Science, Kaytee went on to become a member of the Nutrition Society of NZ and became a MINND foundation practitioner (specialising with Autism). Kaytee has continued on with further study within CHEK Institute – Holistic Lifestyle Coaching disciplines, ACNEM, and was also awarded a Prime Minister’s Scholarship. Kaytee is also an advisor on the board of Breast Cancer Network Foundation, which a foundation close to Kaytee’s heart. Currently, Kaytee works at two busy clinics in Auckland, as well as heads weekend cancer masterclass workshops for patients, nutritionists, dietitians, healthcare staff/nurses, and the wider community. Kaytee specialises with a wide-range of health conditions. For more information visit


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