At ecoLove (OrganicZone), every day is International Women’s Day. As a business owned by women, a company led by a mostly female team, and dedicated to empowering women, we want to take this opportunity to introduce you to the driving force behind our brand: Sharona Romano Lazar, the founder and CEO of OrganicZone.
Which woman has inspired you?
Every woman is inspiring in her own way. From my grandmother, who faced incredible hardships yet remained optimistic, to my three daughters, whose personal growth and development filled me with pride. I find inspiration in the women around me—family, friends, colleagues, and trailblazers who have reshaped history, like Frida Kahlo, Golda Meir, and the courageous women who emerged as heroes on October 7th, such as Liri Elbag.
What is it like to run a company with a Mainly female team?
To be honest, I don’t know anything different! Throughout my career, I have worked in female-dominated environments, so for me, this has been the norm. I assume that more attention is needed to detail when it comes to managing human resources, as, in general, women tend to be more sensitive, and on the other hand, it’s easier to create a sense of home and family.
What moment in your career are you most proud of, and what advice would you give to women starting their own business?
I am most proud of my perseverance. Despite the challenges of launching OrganicZone, I never gave up on my vision. My advice? Invest in yourself. Develop both your professional skills and mental resilience. The key to success is continuous growth and believing in yourself—one step at a time.
What makes ecoLove the flagship brand of OrganicZone?
ecoLove is our brand, meaning we are the creators, developers, and visionaries behind every aspect of it—from product innovation to sustainability and branding. It embodies our commitment to natural ingredients, sustainability, and premium quality. Our success in Israel and the U.S., with retail partners like Whole Foods, Amazon, and more has positioned ecoLove as a leading natural care brand.
What’s your ecoLove beauty routine?
Morning: I style my hair with the Orange Collection’s leave-in moisturizer.
Shower Routine: I use ecoLove’s Purple Collection shampoo, conditioner (or hair mask), and body wash.
Throughout the day: I wash my hands frequently (yes, it’s a bit of an obsession!) and use ecoLove hand cream to keep them soft.
What made you leave a senior management career to start your own business from scratch?
After years of working in brand management, import, and marketing, I had a clear vision of how a company should operate—its culture, values, and approach to business. What I didn’t know yet was what product category I would focus on.
At the time, as a mother of two young daughters, I became increasingly conscious of what they ate and played with, and how I could best protect their health. I realized that the organic market lacked diversity in Israel, and I wanted to change that. In February 2008, I booked a ticket to the BioFach organic trade show in Germany, and that’s where it all began.
When you were starting OrganicZone, what was your biggest fear—and how did you overcome it?
Honestly, I don’t dwell on fear. For me, they represent challenges that motivate me rather than intimidate me. My focus was on the goal – to establish the company in the right way so it would be ready for growth and to build a platform capable of scaling.
When did you realize your business was truly successful?
Even in the early years, before we turned a profit, I felt we were succeeding. Seeing how our products positively impacted people and the environment, receiving customer appreciation, and experiencing steady growth reinforced that I was on the right path. And, of course, once we became financially successful, that was the ultimate validation.
What advice would you give to your younger self in 2008?
Don’t take things personally. OrganicZone is my baby, and in the past, if a supplier or customer caused difficulties, I would internalize it too much. I’ve learned to focus on the bigger picture and not let challenges weigh me down.
How do you balance a demanding career with family life?
Balance isn’t always a constant—it comes in periods. In the early days, I worked late into the night to spend quality time with my daughters during the day. There were times when work took priority, and at other times, family came first. The key is having a strong support system—my daughters have always been part of my journey, and that’s strengthened our bond. I also found ways to include them, whether cooking together, having bath time together (it’s easier when you have all daughters!), or even involving them in small business tasks like labeling products and attending festivals.
Looking back, is there anything you would have done differently?
Everything that happened was part of the learning process. The challenges and successes shaped both me and the company into what we are today.
How do you decide which brands to import and which products to develop?
We base our decisions on:
✔ Consumer demand: Listening to the needs of our customers.
✔ Environmental values: Only selecting products that meet high sustainability and health standards.
✔ Quality and effectiveness: Products must be both eco-friendly and high-performing.
✔ Market adaptability: Ensuring our products resonate with both local and international markets.
The organic market is growing. What’s the next big trend?
🌱 More bulk-size and refillable packaging to reduce plastic waste.
🌱 A focus on locally sourced, sustainable ingredients.
🌱 Personalized natural beauty solutions tailored to different skin and hair types.
What is your vision for ecoLove?
To be a leading and respected provider of natural, organic, and eco-friendly consumer products, influencing purchasing habits, improving consumer health, and protecting the planet.
How do you maintain eco-conscious values while facing market challenges?
The challenges are many, and we are always thinking about how we can reduce our carbon footprint in the world. For example, ecoLove was the first Israeli brand to switch to 100% recycled plastic bottles.
Development of 5-liter bulk packaging: These allow for refills and reduce plastic waste.
Support for vegan products that are not tested on animals: A clear commitment to veganism and ethical values.
Consumer education: Ongoing awareness about smart and green consumption, including how to identify genuine products that align with a green agenda.
Finally, tell us about your journey into the U.S. market. What were the biggest challenges?
The process of entering the market was very challenging and took two years of work to break through until we were able to enter Whole Foods for the first time. The challenges were both in terms of building the brand infrastructure – recruiting the right staff such as a trade manager to present the brand in the relevant networks, salespeople, and finding a distributor. Logistical and regulatory issues also posed a challenge, requiring learning, familiarity, and acting accordingly. Once we succeeded in getting onto the shelves, the challenges became marketing-related: competing against well-known international brands and succeeding in creating awareness and differentiating ecoLove in the American market.
Interview by Yuval Yerushalmi & Ron Reuven.
