Ethique is the world’s only full range ‘solid’ beauty brand. Brianne West, its founder, started Ethique experimenting in her Christchurch kitchen. Now it is a global brand selling in the UK, Japan and USA.
It has sold more than one million bars, saving 25 tonnes of plastic pollution
The aim is to reduce the widespread use of plastic containers by the beauty industry and encourage everyone to be more sustainable. When you take water from shampoo, conditioner, moisturisers and scrubs you can create a solid bar, with no need for a plastic bottle. Ethique products are zero waste, have natural, ethically-sourced ingredients and compostable packaging, and the company’s labs are powered by renewable energy. It is currently NZ’s highest certified BCorp.
Promotion secured articles in top international publications, including Forbes, Huffington Post, Elle, Cosmopolitan and National Geographic, as well as social media celebrity endorsements like Britney Spears and Ashton Kutcher. A recent appearance on BBC World as part of the brand’s UK launch was broadcast to 120 million.
All communications link to the hashtag #giveupthebottle, to inspire people to think before they buy.