Europeans bought 2.1 million tons of soap in 2024, that’s a 21% leap in just one year. Blame it on post-pandemic habits, eco-conscious consumers, or the rise of online subscriptions, but soap has gone from background essential to spotlight star. Natural and organic bars are the new must-haves, and Ethno Epoque is part of the wave. Their soaps look like art, smell like heritage, and feel like nature distilled. And when they’re wrapped, it’s in PACK’ON Shrink, our certified compostable film that makes sure the packaging is as responsible as the product. With markets like Italy and Germany demanding more eco options, and Denmark surprising everyone with its soap obsession, it’s safe to say: the future of clean is cultural, sustainable, and a little bit cheeky.
At the heart of Ethno Epoque is founder Angelina Penkova, who mixes creativity, tradition and a generous dose of natural goodness into every batch. We asked her to share a bit of her journey.
Could you introduce your business – what makes it unique?
A: Ethno Epoque aims to revive old traditions for contemporary living. We uncover ancient symbols and crafts that can be embodied in everyday lifestyle and household items of today’s urban people.
Our brand Ethno Epoque is a lifestyle and homeware brand rooted in ethnic patterns, heritage motifs, and cultural storytelling. Soap of the World is a global soap collection brand under Ethno Epoque, turning personal care into a cultural and sensory experience.
Together, the two brands reflect our broader mission: taking cultural motifs, whether visual (patterns, prints) or sensory (scents, botanicals), and weaving them into modern products that feel meaningful, giftable, and globally relevant.
What inspired you to start this company?
A: Founded by Angelina and Maya, Ethno Epoque was born from a longing to reconnect with the beauty of tradition in the midst of modern urban life. Inspired by ethnic symbols, arts, and rituals that carry creativity and divine meaning, they set out to bring the spirit of heritage into today’s homes. From handcrafted textiles to Soap of the World, Ethno Epoque curates cultural experiences that weave together story, ritual, and sustainability.
What values drive your brand or organisation forward?
A: At Ethno Epoque, we believe that culture belongs in everyday life. Our mission is to weave heritage into modern living - through design, wellness, and storytelling.
1. Cultural Heritage & Storytelling
Every product (whether an apron with embroidery or a soap inspired by local ingredients) carries a story rooted in tradition. Our products act as a bridge between heritage and modern living as well as a bridge between countries and cultures.
2. Craftsmanship & Authenticity
We put an emphasis on hand-made, artisan-inspired products. The authentic motifs and natural ingredients are our commitment to genuine cultural expression.
3. Wellness & Natural Living
We put a strong focus on natural ingredients, plant-based formulations, and sensory experiences. For Soap of the World wellness is not just physical cleansing, but also emotional and cultural enrichment.
How does sustainability fit into your business model and decision-making?
A: For us, sustainability is not an afterthought - it is built into our every decision. From reusable cotton bags that replace single-use plastics, to plant-based soaps that biodegrade safely, to timeless designs that encourage lasting use, we commit to a business model that supports people, planet, and cultural continuity.
What are some of the biggest sustainability challenges in your industry right now?
A: The cosmetic industry, particularly soaps and shower gels, faces significant challenges in aligning with wellness and sustainability goals. Consumers increasingly demand natural, non-toxic ingredients that prioritise skin health, pushing brands to eliminate harmful chemicals like parabens and sulfates. Packaging waste, especially single-use plastics, remains a critical issue, with many companies struggling to adopt biodegradable or refillable options at scale.
How did you first hear about LAM’ON?
A: We learned about LAM’ON through the Bulgarian startup ecosystem, initially through the CleanTech startup program, and continued to follow news about the company and its decision to pursue innovations in the packaging industry.
Why did you choose to work with us for your packaging needs?
A: When we started our Soap of the World line of business, we had to find a way to sustainably package soap bars of various sizes and compositions that were shipped to us by local producers. It was crucial for us to choose packaging that matches our product – that is made with clean ingredients and doesn’t harm the environment. We immediately thought of LAM’ON as a suitable partner for our packaging needs.
How do you feel our PACK’ON solutions fit with your products and brand identity?
A: We couldn’t have dreamt of a better fit between the two companies. Ethno Epoque targets eco-conscious consumers with a focus on natural ingredients and cultural stories. Packaging these soaps in compostable LAM'ON films ensures the brand’s ethos extends beyond product to post-consumer impact, affirming our commitment to sustainability. Using bio-based, compostable packaging reinforces Soap of the World’s narrative of cultural preservation and natural wellness.
What trends do you see shaping your industry in the next 5 years?
A: Our industry faces a shift toward eco-innovation and consumer-driven wellness, with brands needing to balance affordability, performance, and environmental responsibility to stay competitive.
Where do you see your business in that future?
We’d like to see Ethno Epoque becoming a pan-European heritage lifestyle brand rooted in authenticity and known for sustainable, story-driven products that connect daily life with global culture.
What advice would you give to other businesses that want to go greener but don’t know where to start?
Focus on ethical packaging and sourcing, and communicate openly to align with consumer expectations for wellness and sustainability.
What’s your favourite ingredient in a soap?
A: Personal favourites are soaps containing clove and cinnamon, they have both a strong and enchanting scent and also have anti-inflammatory and invigorating properties for the skin. Shea butter, coconut oil and olive oil are the preferred vegan oils that we work with. They are incredibly soothing and nourishing for the skin, contain vitamins and contribute to the natural glow and elasticity of the skin. We look forward to experimenting with goat milk and rice milk for our future formulations.