...so in a way we have no way of knowing they're actually "ecofriendly". The other possibility is this is basically something simple that's not particularly complicated, so they may be upselling basically something like beeswax.
So what would be some ecofriendly options? Carnauba wax? Like a soy candle? Beeswax? No wax?
It might require more reapplication than the standard (usually petroleum based) waxes.