Ethique produces solid bar alternatives to liquid shampoo, conditioner, deodorant, body lotion and self-tanner.

Founded in 2012, Ethique is vegan, cruelty free, palm free, and its packaging is all compostable. Its innovative approach to beauty care products has prevented 500,000 plastic bottles from being made and disposed of in New Zealand. The company says this will reach one million by the end of the year. This approach also saves water. Ethique calculates that on average, one of its 60g conditioner bars saves 14L of water, compared with the same amount of liquid conditioner, including packaging. The company is Living Wage certified. Its products and packaging are made in New Zealand. The company takes care to source all its ingredients from sustainable sources, and many of them are Fair Trade.

The company is growing 300-400% year on year. Its largest markets are in the USA, followed by NZ, Australia, Hong Kong, and Taiwan. The next market to grow into will be Japan.