Ethique

Ethique (the French word for 'ethical', pronounced Eh-tique) is a zero waste beauty and lifestyle brand founded by New Zealand entrepreneur Brianne West in 2012. The company operates out of headquarters in Christchurch, New Zealand.[1]

Ethique
IndustryPersonal care
Founded2012 (2012) in Christchurch, New Zealand
FounderBrianne West

Development and crowdfunding

While studying at university, West started developing solid products in her home kitchen.[2] In 2012, she began her business under the name of Sorbet, which was rebranded to Ethique in 2015.[1]

In 2015, West launched an online crowdfunding campaign through PledgeMe, which raised NZD $200,000 and attracted the largest number of female investors in the site's history.[3] The company has raised over $2.8 million through crowdfunding as of January 2019.[4][5]

Products

The company makes and sells bodycare products that are in a solid bar form, and where the ingredients and packaging are biodegradable. This was done so as to not to generate plastic waste such as bottles that would enter landfills.[6] Other product features include natural ingredients such as coconut oil, cocoa butter, kiwifruit seed oil, essential oils, as well as ingredients with low-to-no preservatives.[7] In May 2019, Ethique announced that their products prevented more than 3.3 million bottles heading to landfill.[6]

In 2019, the company expanded operations to stores in the UK. It also services Australia, United States, Taiwan, and Hong Kong, as well as shipping worldwide.[8][4]

References
  1. "Sorbet by Ethique Limited". PledgeMe. Retrieved 10 June 2019.
  2. Edmunds, Susan (25 July 2016). "Young Kiwi businesswoman tackles beauty industry's rubbish problem". Stuff.co.nz. Retrieved 10 June 2019.
  3. Hobson, Brooke (25 July 2016). "Kiwi woman's bottle-free beauty business a hit". Newshub. Retrieved 10 June 2019.
  4. Shaw, Aimee (27 September 2018). "Kiwi beauty brand Ethique signs deal to stock products in 420 Australian stores". New Zealand Herald. Retrieved 10 June 2019.
  5. Barraclough, Edwina Carr (5 January 2019). "This NZ company made $2.8 million off crowd-funding. Here's how". News.com.au.
  6. Deguara, Brittney (24 May 2019). "Beauty bars stop over 3 million plastic bottles entering landfill". Stuff.co.nz. Retrieved 10 June 2019.
  7. Leighton, Mara (7 September 2018). "This eco-friendly startup was named New Zealand's most sustainable business — its solid shampoo and conditioner bars aim to reduce plastic waste". Business Insider. Retrieved 10 June 2019.
  8. Arboine, Niellah (2 April 2019). "The World's First Zero-Waste Beauty Brand Has Some Seriously Impressive Products". Bustle.
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