EcoStiletto.com

EcoStiletto.com is an online magazine about organic and eco-friendly fashion, beauty, health, lifestyle and celebrity. It has been featured in The Huffington Post, People, InStyle, SELF, Lucky, Cosmopolitan and many other media outlets; the Los Angeles Times wrote, “Greening a lifestyle doesn’t have to mean sacrificing style, with resources such as EcoStiletto.com pointing the way.” The site recorded 1.5 million page views and nearly 500,000 unique visitors in 2009; 27,000 readers subscribe to its free weekly newsletter.
One of the most trafficked sections on EcoStiletto is the Big List of Things That Suck, which defines terms like “organic cotton,” “parabens,” and “artificial fragrance,” with links to updated research and information. Readers can contribute to The Big List and have inspired such terms as “ecoista” (a woman who wears organic and sustainable fashion and beauty items), “twittaholic,” (a person who won’t stop tweeting) and “sustainabully” (someone who enjoys forcing others to be more eco-friendly, whether they want to or not).
Another is the EcoCelebrity column, where EcoStiletto has published exclusive interviews with Chloë Sevigny, Amy Brenneman, Emily Deschanel, Kelly Rutherford, Amy Smart, Jenna Elfman, Jennie Garth, Daryl Hannah, Gabrielle Anwar and Josie Maran, among others.
EcoStiletto is also notable for a concise What is Green section that focuses on the implications of conventional fashion and beauty.
History
EcoStiletto was founded in 2008 by Rachel Lincoln Sarnoff, a writer, producer and sustainable living spokesperson. Sarnoff has been a reporter for PlanetGreen.com and Treehugger.com; she wrote the “L.A. Story” column on the Washington Post’s Sprig.com. Currently, Sarnoff is the resident “Green Guru” at Savings.com, “Queen of Green” at Shoestringmag.com and “Green Expert” at GetButtonedUp.com.
As a small-screen ecoista, Sarnoff appeared on “CNN Headline News Local Edition,” “Extra,” “Living With Ed,” “Hollywood Green,” “Good Day L.A.” and TV Guide Channel’s “The Fashion Team” segments, and has spoken on behalf of the national non-profit Healthy Child Healthy World and Whole Foods’ Whole Body department.
A mother of three, Sarnoff also blogs at MommyGreenest ; she reuses, reduces and recycles with her husband and three children in Los Angeles, CA.
Controversy
EcoStiletto was developed after National Geographic sent a cease-and-desist letter to Sarnoff in the fall of 2008. National Geographic asserted that GreenGirlGuide.com, the website that Sarnoff had co-founded with partners Mia Wasilevich and Courtney Zielinski in 2007, infringed on TheGreenGuide.com, the site that National Geographic owned.
Wasilevich, Zielinski and Sarnoff dissolved their partnership and Sarnoff began developing both EcoStiletto.com and MommyGreenest.com, for which Zielinski eventually designed logos and websites. EcoStiletto launched in July 2008.
Sarnoff was awarded copyright and trademark on EcoStiletto and Mommy Greenest in 2009.
Products
EcoStiletto manufactured organic cotton t-shirts and reusable shopping bags as promotional items for its launch in 2008; it manufactured organic cotton t-shirts again in December 2009.
In January 2010, the site launched a standalone SHOP section, which is powered by eConscious Market, in which each sale donates a percentage to charity. EcoStiletto SHOP sells chemical-free beauty products, organic cotton clothing, vegan shoes, and more; charities featured include Amnesty International, Breast Cancer Fund, The Nature Conservancy and Healthy Child Healthy World, among others.
Headquarters
EcoStiletto is based in Los Angeles, CA, with a business office in San Diego, CA.
Advertising
EcoStiletto is part of the Natural Path advertising network, but also sells direct advertising and integrated marketing packages featuring event sponsorship, sponsored videos and newsletters and dedicated emails.

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