I stepped down from Ethique in 2023 and have no affiliation with the brand.


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 want to prove to businesses that they can be environmentally proactive while also being financially sustainable.

Eight years later

Eight years later, Ethique is sold in 22 countries around the world, has prevented more than 11 million plastic bottles from being made and disposed of in landfills and prevented over 600,000kg of carbon emissions.  Even better, we’re on track to make that number half a billion by 2030.

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.