Ethique

Ethique, French for “ethical”, is the world’s most sustainable lifestyle and beauty brand. Our mission is rid the world of plastic bottles through our range of zero waste products. So far, Ethique has saved over 6 million plastic bottles from being made, and that’s just the beginning…

The Beginning

While studying towards a science degree in 2012, I reached the logical conclusion that with so much water found in our bathrooms there’s no need to add it to the likes of shampoo, conditioners, moisturisers, household cleaners and cosmetics, which are usually 60-95% water. By making these products solid and simply sending the active ingredients to our customers, there’s no need for plastic containers.

My first solid products were formulated in my kitchen, along with the idea of helping eliminate plastic from the global beauty industry. The overarching goal is to put a bar in every shower and to change consumers behaviour. I also want to prove to businesses that they can be environmentally proactive while also being financially sustainable.

Seven years later

Seven years later, Ethique is sold in 17 countries around the world, has prevented more than 6 million plastic bottles from being made and disposed of in landfills and prevented over 400,000kg of carbon emissions.  Even better, we’re on track to make that number 50 million by 2025.

While a huge part of what we do at Ethique is about eliminating the plastic bottles and wasted water contained in personal care products, the brand stands for so much more than that.


All products are vegan, cruelty-free, palm oil free and are wrapped in compostable packaging. Ethique is NZ’s highest scoring B Corp, is living wage accredited, works with cooperatives around the world to source our ingredients and donates 20% of profit to charity.

Brianne West

New Zealand entrepreneur and founder of Ethique – the world’s first full range, zero-waste beauty brand. Cited as a ‘Global Thinker’ by Foreign Policy magazine in 2016 for “making beauty eco-friendly”. Named 2019 NZ EY 'Young Entrepreneur of the Year'.

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