In the global beauty industry, sustainability is often a marketing buzzword. Yet Ethique, the pioneering brand from New Zealand, is proving that real environmental responsibility can scale internationally. Founded in Christchurch by biochemist Brianne West, Ethique has grown from a small kitchen experiment into a global beauty movement that is changing how consumers think about packaging, performance and waste.
From Kitchen Experiments to Global Impact
Ethique began in 2012 when Brianne West, then a university student, grew frustrated by the plastic bottles piling up in her bathroom. She started experimenting with solid shampoo and conditioner bars to remove water from the formulas entirely. As she explained in an interview, “it just didn’t make sense to ship water around the world in plastic bottles”.
Early versions were sold under the name Sorbet, but when the brand began expanding internationally, West rebranded to Ethique, meaning “ethical” in French, to reflect her mission. Through crowdfunding, she raised over NZ$200,000 in 2015 to scale production and launch into new markets. Since then, Ethique has grown to be sold in more than 20 countries and has kept millions of bottles out of landfills by offering solid beauty alternatives.
The Formula for Change
Ethique’s philosophy is built on eliminating unnecessary packaging. Its products are solid rather than liquid, which means they contain no water and require no plastic. According to the company, each shampoo bar replaces around three bottles of liquid shampoo.
The brand also produces concentrates, which are powders or solids that customers can mix with water at home to create their own creams, cleansers or serums. These products arrive in compostable packaging, cutting waste from the entire product cycle. Ethique’s ingredients are cruelty-free, vegan, palm oil-free and ethically sourced. The company reports that it has prevented over 25 million plastic bottles from entering landfills so far, with a target of 500 million by 2030.
Beyond Sustainability: Building an Ethical Business
Ethique’s approach to ethics extends beyond products. Brianne West has said that “the beauty industry should take responsibility for the entire life cycle of its products”, rather than leaving the burden to consumers.
The brand pays living wages, supports fair trade suppliers and donates at least 2% of annual revenue to environmental and social causes through the Ethique Foundation. It also publishes public impact reports detailing its carbon footprint, progress and future goals.
By treating ethics as a business foundation rather than a slogan, Ethique has built trust with consumers who are increasingly sceptical of greenwashing.
Overcoming the “Bar” Barrier
When Ethique first entered mainstream markets, one of its biggest challenges was consumer perception. Many shoppers associated bar products with old-fashioned soap and doubted whether they could match the performance of salon brands.
Ethique addressed this by introducing sample sizes, clear labelling and education campaigns. As West put it, “we had to show people that solid beauty isn’t a compromise, it’s an upgrade”.
In 2024, the company unveiled a brand refresh that simplified product names, improved bar ergonomics and modernised its packaging design while keeping its formulas consistent.
Lessons for Australian Beauty Brands
Ethique’s success offers valuable insights for the Australian beauty scene:
- Sustainability drives innovation. Designing out waste encourages creativity instead of limiting it.
- Transparency builds loyalty. By sharing data and progress openly, brands can create credibility that marketing alone cannot buy.
- Export early but carefully. Ethique began selling overseas within a few years, allowing it to grow its impact far beyond New Zealand.
- Function over hype. Consumers are turning away from influencer trends toward brands that solve real-world problems.
For many Australian founders, Ethique proves that genuine eco-consciousness and commercial success can coexist.
Final Thoughts
Ethique’s story is a powerful reminder that meaningful change often starts with frustration and experimentation. What began as a student project to cut plastic waste has evolved into a global beauty brand setting new standards for sustainability.
For readers of ExperienceBeauty.com.au, Ethique’s journey offers more than inspiration, it shows that the future of beauty will belong to brands that act with purpose, measure their impact and make ethics central to their business model.
