Two Tech Female Social Entrepreneurs Combine Fashion, Sustainability, Causes and Celebrities With Launch of LovingEco

WEST HOLLYWOOD, Calif., May 31, 2011 /PRNewswire/ -- LovingEco, which launches June 6th, 2011, is an invitation-only, social commerce platform, that offers unsurpassed and innovative eco-friendly products at exclusive price points (up to 70% off retail), without compromising style. LovingEco is an advocate of 'style for change'; an opportunity for people to make smarter choices about the products they purchase so that together, we can create a more environmentally and socially conscious planet.

Through a series of limited-time and brand-specific sale events, subscribing consumers are given the opportunity to access and shop for eco-friendly, fair trade and natural products at a discount in fashion and accessories, beauty and products for moms, babies and kids.  Each sale features the best 'natural' brands from top-notch companies, which are hand-selected and available on a first-come, first-serve basis.  LovingEco will bring exclusive sales and products regularly to their customers, allowing a unique, one of a kind, shopping experience.  Additionally, 3% of net proceeds from each purchase is donated to the current 'tastemaker charity' to help support a social or environmental cause.

LovingEco takes a proactive stance on voicing its belief that anyone and everyone can make a difference by voting with their wallet.  In an effort to give back to the community, LovingEco is partnering with charities such as Farm Sanctuary, Global Green USA, Stand Up To Cancer, The Environmental Media Association, Village Empowerment and Wholesome Wave as a way to raise critical funds for non-profit organizations and help bring everlasting change to the community at large.

In addition, LovingEco has a core group of valued partners, including noteworthy investors and various tastemakers from the Hollywood to eco to business communities.  Brand partners include: actress Melora Hardin from The Office and new TBS series The Wedding Band, celebrity eco fashion designers Alexx Jae & Bari Milken, successful eco entrepreneurs, green expert, Renee Loux and spokespeople Jen Boulden from Ideal Bite and Zem Joaquin from Ecofabulous.  Closing their first round of funding, the company has secured backing from angel investors that include senior management from comScore, LiveNation, Machinima and Sapient Software.  

"LovingEco is a passion project for me; to educate and protect women's health by creating a community of conscious consumption, and to create a sustainable way of giving back," says Melinda Moore, Founder and President of www.lovingeco.com. "I have always embraced a natural lifestyle and this is a way for me to inspire other women to discover many innovative and stylish eco brands."

"Like many women, as a mother I became more aware of the ingredients of products that came in contact with me and my family, along with the longer term environmental impact of everything we consume," says Founder and CEO of the site, Justine Lassoff. "I founded LovingEco to curate and promote the best eco-friendly products for women to make it easy to access healthier product choices, while creating a fun and fashion-forward ecommerce platform."

In addition to sale events, LovingEco presents a new way of living, providing members with an opportunity to be proactive in their communities and join other individuals who strive to make a difference. Through being more conscious of each purchase decision, and promoting and uncovering the best brands, LovingEco hopes to create and sustain a healthy world for all.

Background on co-founders Melinda Moore and Justine Lassoff

Justine Lassoff: With a background in digital media –  was Vice President of Marketing for digital entertainment media start up FirstLook backed by idealab!, and Kleiner Perkins.  Starting her career in digital technology and video gaming at Virgin Interactive and MGM Interactive. Justine Lassoff is also an accredited interior designer. A graduate of the UCLA Interior Design program, she successfully founded her own design firm, garnered a prestigious design award and completed high-end residential projects for numerous celebrity and entertainment clients. She has also managed a family retail business, as buyer, manager and interior designer. Noting her expertise, Justine Lassoff brings a unique skill set at the intersection of the Internet, design and retailing businesses.  She has served on the Board of Step Up Women's Network and is key member and fundraiser for Team Parkinson.  Justine received her B.A. Stanford University.

Melinda Moore: Melinda Moore is an award-winning integrated marketing executive with more than 15 years of big consumer brand marketing communications, mobile and digital experience.  Most recently, she was the vice president in the convergence department at Rogers and Cowan where she oversaw integrated communications and social media strategies for Scion, Majesco Entertainment and Tongal.  She specialized in managing the creation and execution of large, cross-platform campaigns and has worked with leading entertainment and technology companies including Citibank, Credo Mobile, msnbc.com, Netflix, LIVESTRONG, Orbitz, SONY and YouTube.  Melinda is a frequent speaker on social media and has garnered many awards including a Webby and a Silver MIXX Award.   She was also instrumental in selling STV Communications to Sonic Foundry for $66M in 2000.  She is very active in the non-profit sector and is a founding member of StartingBloc LA and served on the Board of Step Up Women's Network for many years.  Melinda received her B.A. from UCLA.

SOURCE LovingEco