Ethique: Pioneering Clean, Effective, and Ethical Haircare



Pioneering Clean, Effective, and Ethical Haircare

In a world where plastic waste is a pressing concern, one woman decided to make a change right from her kitchen. Brianne West, the founder of Ethique, embarked on a journey in 2012 to revolutionise the cosmetics industry. From humble beginnings in her home in Christchurch, New Zealand, Ethique has grown into a global movement, offering clean, effective, and ethical haircare products.

A Solid Beginning

The Ethique story began with Brianne crafting formulas in her kitchen. She noticed the staggering amount of plastic waste generated by the cosmetics industry and decided to take action. Her first creation, the Mintasy solid shampoo bar, was born out of a desire to reduce the 80 billion plastic shampoo bottles discarded worldwide each year.

From Kitchen to Global Stage

In 2015, Brianne turned to crowdfunding to expand her business, raising $200,000 in just 10 days from supporters across New Zealand. By 2016, Ethique was ready to take on the international market. With a mission to create products that are better for both consumers and the planet, Ethique quickly gained traction, selling in over 22 countries.

A Name Change and Continued Growth

As Ethique expanded, the need for a trademark-friendly name arose. Thus, Sorbet transformed into Ethique, reflecting the brand's commitment to ethics and sustainability. With each milestone, Ethique remained true to its roots, maintaining a small, mission-led organisation dedicated to making a positive impact.

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Setting New Standards

Sustainability and ethics are at the core of Ethique's philosophy. As a B Corp Certified company, Ethique exceeds social, sustainability, and environmental standards. All products are cruelty-free, vegan, and palm oil-free, ensuring they meet rigorous ethical standards while protecting the environment.

Plastic-Free Packaging

Ethique goes beyond just product formulations; their commitment to sustainability extends to packaging. All products are packaged in plastic-free, home-compostable, and recyclable materials. Once used, customers can compost the packaging, returning nutrients to the soil and minimising waste.

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Making a Difference

Ethique doesn't stop at creating eco-friendly products; they also gives back to the community and the planet. Two per cent of all sales are donated to charity, supporting initiatives aligned with Ethique's values. Additionally, through a collaboration with Ecologi, Ethique plants one tree for every online order, contributing to reforestation efforts and combating climate change.

A Product for Every Need

Ethique offers a wide range of haircare, face, and body products to meet diverse needs. From shampoo bars for different hair types to nourishing body butters and face moisturisers, Ethique ensures clean and effective solutions without compromising on ethics.

Join the Movement

With Ethique, customers can enjoy clean, effective, and ethical haircare products while making a positive impact on the planet. Plus, with a 100% satisfaction guarantee and free shipping on orders over USD 45, there's never been a better time to join the Ethique movement.

In conclusion, Ethique's journey from a kitchen experiment to a global leader in ethical haircare is a testament to the power of one person's vision to make a difference. By prioritising sustainability, ethics, and effectiveness, Ethique is paving the way for a cleaner, greener future in the cosmetics industry.

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