Share This Article
In a world where women entrepreneurs are still carving out space in traditionally male-dominated industries, building a purpose-driven, successful business takes more than just ambition — it takes grit, vision, and unwavering dedication. Nicole Sherwin, founder of Eco Diva Natural, knows this better than most.
Now in its 11th year of trading, Eco Diva Natural is an internationally recognized, multi-award-winning brand that remains proudly South African while contributing to the global movement toward clean, ethical beauty.
“When I launched Eco Diva almost 11 years ago, clean, vegan, and cruelty-free skincare was practically unheard of,” Sherwin recalls. “It felt like we were ahead of the curve, and it wasn’t always easy to explain why non-toxic, plant-based ingredients are so important for skin health. But I was determined to stick to my vision, and seeing how far the clean beauty movement has come today makes it all worthwhile.”
Pioneering Clean Beauty Before It Was Mainstream
Sherwin’s journey with Eco Diva Natural began with a deeply personal quest to heal her own skin. After struggling with adult acne, rosacea, pigmentation, and eczema, she grew frustrated with conventional skincare products that only seemed to aggravate her skin issues.
“I started experimenting with natural, plant-based ingredients and quickly realised that my skin responded so much better when I cut out all the harsh chemicals,” she explains. “That’s when the lightbulb moment happened, and I knew I wanted to create a brand that could help others in the same way.”
With the help of expert biochemists, Sherwin took her home-blended recipes to the next level, launching Eco Diva Natural with a range of formulations designed to balance the skin’s pH, nourish with superfoods, and leave out toxins like parabens, sulfates, artificial fragrances, and synthetic dyes.
Women-Led Brands Shaping the Future
Today, Sherwin is proud to be part of a growing collective of women-led clean beauty brands that are transforming the beauty landscape. These founders are driving a shift toward greater transparency, sustainability, and ethical practices, paving the way for a cleaner, kinder future.
“It’s inspiring to see so many women stepping up and leading the charge for ethical, plant-based beauty,” says Sherwin. “We’re collectively creating a movement that’s about so much more than just beauty — it’s about health, kindness, and empowering consumers to make informed choices.”
Awards and Accolades: Recognition for Ethical Beauty
Over the past decade, Eco Diva Natural has earned a reputation for delivering high-performance, ethical skincare — and the awards have followed. The brand has been recognised by some of the beauty industry’s most prestigious award bodies, winning accolades for its multi-tasking, plant-based products.
Among the award-winning products are:
• Superfood Makeup Cover Balms with SPF
• Woman & Home Clean Beauty Award – Multi-tasking Cover Balms
• 3 Beauty Shortlist Awards – Best SPF, Best Tinted SPF, Best Makeup
• Crème Brûlée Body Butter
• Glamour Magazine Clean Beauty Award – Best Multi-tasking Body Butter
• Vitamin Body Oil
• Woman & Home Magazine Award – Best Multi-tasking Body Oil with SPF
• Superfood Face Serum
• Men’s Health Magazine Award – Best Multi-tasking Face and Beard Oil
• 2 Beauty Shortlist Awards, including Editor’s Choice
• Liquid Vitamin Hydra Mist
• Glamour Magazine Clean Beauty Award – Best Vitamin Mist
For Sherwin, these accolades are more than just industry recognition — they represent a growing global movement toward cleaner, more ethical beauty. “Winning these awards is such an honour because it shows that clean, cruelty-free products can compete at the highest level,” she says. “It’s proof that consumers are becoming more aware of what they’re putting on their skin — and that’s exactly what we’ve been advocating for since day one.”
Proudly South African and PETA-Certified
Despite its international success, Eco Diva Natural remains proudly South African, with a commitment to local sourcing, sustainable packaging, and ethical manufacturing practices. The brand’s cruelty-free ethos is reinforced by its partnership with PETA (People for the Ethical Treatment of Animals), a certification that underscores its dedication to being 100% vegan and free from animal testing.
“We’re so proud to be PETA-certified,” says Sherwin. “It’s incredibly important to us that our products are kind — kind to animals, kind to the planet, and kind to your skin. Every decision we make, from ingredient sourcing to packaging design, is guided by that ethos.”
Kindness in Every Detail
At the heart of Eco Diva Natural is a commitment to kindness. Every aspect of the brand — from its formulations to its packaging — is designed to reflect this core value. The products are packed with skin-loving superfoods, vitamins, minerals, and omegas to nourish the skin from the outside in, while the packaging is designed to be as sustainable and eco-friendly as possible.
“We believe that true beauty comes from balance — balancing what you put on your skin, how you treat your body, and how you care for the planet,” Sherwin explains. “That’s why we focus on creating products that support the skin’s natural function, rather than disrupting it with harsh chemicals.”
A Future Built on Purpose and Passion
As Eco Diva Natural moves further into its second decade, Sherwin reflects on the brand’s incredible journey and the lessons learned along the way. “Building a business as a woman in a predominantly male world has been challenging at times, but it’s also been one of the most rewarding experiences of my life,” she says. “I’ve learned that if you stay true to your values, trust your instincts, and never give up, you can create something truly meaningful.”
Looking ahead, Sherwin is excited about the future of Eco Diva Natural and the continued growth of the clean beauty movement. “We’ve come a long way, but there’s still so much more we want to do,” she says. “Our mission has always been to make a positive impact — on people’s skin, on their health, and on the planet. And that’s what we’ll keep doing, one product at a time.”
As the clean beauty revolution gains momentum, one thing is clear: Eco Diva Natural is not just a brand — it’s a movement, driven by a passion for kindness, sustainability, and the power of women-led innovation.