Ethique: Redefining Sustainable Beauty

Overview

Ethique is a pioneering brand committed to transforming the beauty industry by redefining what it means to be a responsibly-run business. Established in 2012 by founder Brianne West in Ōtautahi (Christchurch), Aotearoa (New Zealand), Ethique emerged as a solution to the environmental challenges posed by the cosmetics industry.

Mission

At the core of Ethique's mission is the goal to "raise the bar" for responsible business practices. The brand is dedicated to reducing waste, operating ethically, and contributing positively to nature and communities.

Sustainability Initiatives

Prevent Waste

• Plastic-Free Formulations: Ethique offers entirely plastic-free, concentrated solid formulations for its beauty bars, preserving precious resources.
• Compostable Packaging: The brand embraces home-compostable, recyclable packaging, allowing consumers to return nutrients back to the soil after use.

Operate Ethically

• Cruelty-Free & Vegan: Ethique's love for animals extends to its commitment to being cruelty-free and vegan.
• Certified Palm Oil-Free: With a shout-out to orangutans, Ethique is certified palm oil-free.

Give Back

• Fair Trade Ingredients: Ethique strives to purchase direct and fairly traded ingredients for its products.
• Charitable Contributions: The brand donates 2% of sales to charity, demonstrating a commitment to being a positive force for good.

Certifications

• B Corp Certification: Ethique proudly holds B Corp certification, meeting the highest standards of verified social and environmental performance, transparency, and legal accountability.
• Climate Positive: Going beyond neutrality, Ethique works to avoid and offset more greenhouse gases than it produces, solidifying its commitment to environmental stewardship.

Journey Highlights

• Founding: Originating from Brianne West's home kitchen, Ethique started as Sorbet in 2012, with the first solid shampoo bar, Mintasy, created as a sustainable alternative to plastic bottles.
• Crowdfunding Success: In 2015, Ethique turned to PledgeMe for crowdfunding, raising $200,000 in just 10 days from 152 supporters in New Zealand.
• International Expansion: By 2016, Ethique had expanded internationally, selling in over 22 countries and growing as a small, entrepreneurial, and mission-led organization.

Latest Updates

DIY & Guides

• Low Waste Tips for Valentine's Day
• New Year 2024 Routine Reset
• Real vs Artificial Christmas Trees: Eco-Friendly Choices
• 2021 Impact Summary: Reflecting on a year of conscious and concentrated innovations.

Product Focus

• Concentrates Range: Ethique introduces a range designed for mixing with water, offering sustainable liquid haircare and bodycare products.

Future Commitments

As Ethique celebrates its 10th birthday in October 2022 and surpasses saving 30 million plastic bottles, the brand continues to pave the way for a sustainable and ethical future.

Join Ethique on its journey to make products that are better for both individuals and the planet.