A new standard
We believe no one should have to let something as natural as a bathroom visit stop them from living life to the fullest. The idea that a simple act like using the bathroom could be a burden should never exist. It’s a normal part of daily life and so are we.
BREAK THE STIGMA
We are not afraid to mention odors, germs, or unpleasant smells. Why? Because just as these are a part of everyday life, so are we. We're here to address them directly, a bathroom visit should never be a source of shame or something that limits you. It is natural and essential, and no one should feel restricted or embarrassed by it.
EC TO USE
With the affordable luxury of Azenta, focus can remain on the subject, the experience, or the adventure. Always easy to use, anywhere and everywhere. Designed for those who seek both comfort and convenience. Azenta ensures comfort with a heartbeat, drop it and let go of all the stress around toilet visits.
ANY/EVERYWHERE
Ec is designed to be by your side. With it's sleek and discreet packaging, it's always within reach, whether in your bag, pocket, or on display in your bathroom. Ready for any situation, ec is both stylish and functional, giving you the confidence to handle every moment effortlessly. Anywhere and everywhere, you're always prepared.
To us, Azenta is more than a brand: it's a way of life.
For many people, going to the bathroom is anything but simple. Once the conversation starts, people open up and share their thoughts. For some, bathroom visits are simple. They handle their business and move on. For others, it’s a source of stress, embarrassment or avoidance.
We’ve heard many stories about different scenarios where a toilet visit is a problem. An office team at a bank, holding meetings to address shared restroom issues. Teachers driving home during breaks to avoid school restrooms. Parents struggling with children who refuse to use toilets at school. Young people feeling awkward leaving the restroom when there’s a line outside. A new couple traveling for the first time, sharing a small hotell room.
That’s why we created ec: short for “easy", because bathroom moments shouldn’t be stressful or complicated. We’re a small team who’ve poured our hearts into every step, from the first sketches to the product you hold in your hands. This is personal to us because we know it’s personal to you. While the story behind Azenta may be long, our purpose is simple and clear: to ensure you never have to think twice about your bathroom habits again.
DESIGNED TO BE SEEN, NOT HIDDEN
It’s taken time to figure out the design and style we truly wanted. In the end, we’ve simply blended the old with the new. We love simplicity, we love rawness and we value authenticity. Azenta’s style and designs are made to be timeless, modern, simple and versatile. We’re a mix of maximalists and minimalists, with a touch of Scandinavian influence still at the heart of it all.
From the first sketches of the logo to deciding which colors best suit each name, everything has been about creating harmony and consistency. Whether it’s a subtle touch or a bold statement, every detail has been carefully considered to ensure that all elements come together seamlessly.
Our story, and we’re just getting started.
We didn’t just want to create something functional. We wanted to build something truly innovative. We want to create solutions to some of the everyday problems we face.
None of us at Azenta are scientists, but we’ve been lucky enough to connect with incredible people in our network. And that’s exactly what makes this journey so exciting, building a company with friends and family. Our team is a mix of generations, from those just starting their careers to those who have lived a lifetime of experience. Some might say working with family and friends is a challenge, and it is for sure, there have been plenty of discussions and differing opinions. And we are sure there will be many more. But we’ve kept it simple, everyone focuses on what they do best and you have to know what you can do yourself and where you need help. Transparency always wins in the long run.
Our products aren’t just about solving issues. They’re about changing the conversation. No shame, no awkwardness. Just simple solutions that break the stigma and make life a little easier. Therefore we named our first product ec, short for easy. When we had come up with our first product and had it in the going for what we wanted to do, we needed to find a scientist who could help us. and we did. Our first prototype was born in a small home lab in his own kitchen. Thank you A!
After countless prototypes, we finally created a result we were all proud of. We searched for manufacturers in Sweden, but none could meet our vision. Europe seemed like the next step, and a planned production in Italy felt promising, until it wasn’t. The breakthrough came when we found what we had been searching for all along. We’re truly grateful for this connection
The family business in South Korea. Perfectionists that are driven to create innovative products, they and their team are truly incredible. With over 20 years of expertise in hybrid nanotechnology and biochemistry, they bring a level of knowledge and craftsmanship that inspires us. Their philosophy? Natural benefits, as they are. Using cutting-edge technology, they harness the power of nature without unnecessary modifications, delivering pure and effective solutions.
And it was a perfect match for us, as we wanted ec to be a product that contains only what’s necessary and nothing more, nothing harmful. No unnecessary chemicals. The meeting of our family businesses, worlds apart yet united with a shared goal of making everyday life a little easier. A memorable moment in our journey is from when we visited Korea and we went to see their lab and production facility, they warmly said, “We’re going to visit the kitchen.” It was a full-circle moment, bringing us back to where it all began.
Since we are not scientists or environmental experts, we needed guidance to truly understand how our products work and their impact on both humans and the environment. It was essential for us to ensure that every product we bring to market is something we can proudly stand behind. A huge thank you to you, Michael, for answering all our questions! Your insights have been invaluable, and we’ve learned so much along the way. Even those on our team who never found chemistry particularly exciting have gained a newfound appreciation thanks to you.
As a chemical consultant and safety consultant for businesses, Michael has helped us navigate everything from regulatory compliance and hazard assessments to product safety and environmental impact. Understanding regulations like REACH and CLP, learning about safety data sheets, hazard pictograms, and ensuring that our products are both safe for users and environmentally responsible has been an incredibly insightful journey.
Now, we can confidently stand behind our products, knowing they are safe, responsible, and created with care. From Sweden to South Korea, from our family to yours, this is just the beginning.
The collection
Ec is the product that improves comfort around bathroom visits, no matter the time, place or situation. Whether you’re facing an unpleasant bathroom, want to leave it fresher than you found it, or simply wish to leave the bathroom in a discreet and pleasant way. Ec gives you the confidence you need. No one should ever feel embarrassed about a bathroom visit.
