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.
Development, crowdfunding and investment
While studying at university, West started developing solid products in her home kitchen. Her passion for environmental conservation, background in cosmetic chemistry and desire to create a business that went beyond just profit led her to establish Ethique in 2012 with the mission of ridding the world of plastic bottles.
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. The company raised over $2.8 million through crowdfunding as of January 2019.
In October 2020, Ethique announced a major investment deal with a small group of investors who became the majority shareholder. Prior to the deal, the company's goal was to prevent fifty million bottles heading to landfill by 2025 and is now aiming for half a billion bottles by 2030 thanks to the new partnership with a values led partner.
In January 2021, Ethique announced that its products prevented more than 10 million bottles heading to landfill.
Products
The company is globally renowned for its range of solid hair, face and body bars. All products are sold in compostable packaging, meaning zero consumer waste. Ethique only uses biodegradable ingredients and wrappers so its solid bars leave no trace on the planet. Consumers can dispose of the compostable wrapping in their home compost bin. This means there are no bottles, jars, lids or pump dispensers contributing to landfill or oceanic pollution. 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.
Ethique is now found in more than 20 countries including Australia, United States, Taiwan, and Hong Kong, as well as ships worldwide. In 2019, the company expanded operations to stores in the UK.
Key product awards
* 2021: Natural Health Magazine - Best Parent & Baby Range
*2020: ELLE's 2020 Future of Beauty Awards - Ethique's Hydrating Conditioner Concentrate Bar
*2020: TIME Magazine 100 Best Inventions of 2020 - Ethique Concentrates
*2020: Organic Spa - Most Sustainable Packaging
*2020: Prevention's 2020 Wellness Awards - Best Soap Bar
*2020: Women's Health Beauty Awards - Best Vegan Haircare Hero
*2019: Indie Beauty Expo - Best Sustainable Packaging
*2019: Refinery29 Beauty Innovator Awards - Sustainable Shop
*2019: Real Simple Magazine Road Test Awards - Best Shampoo Bar
*2019: Healthy Lifestyles Earth Day Beauty Awards - Best Serum Bar (Ethique Saving Face Serum)
Development, crowdfunding and investment
While studying at university, West started developing solid products in her home kitchen. Her passion for environmental conservation, background in cosmetic chemistry and desire to create a business that went beyond just profit led her to establish Ethique in 2012 with the mission of ridding the world of plastic bottles.
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. The company raised over $2.8 million through crowdfunding as of January 2019.
In October 2020, Ethique announced a major investment deal with a small group of investors who became the majority shareholder. Prior to the deal, the company's goal was to prevent fifty million bottles heading to landfill by 2025 and is now aiming for half a billion bottles by 2030 thanks to the new partnership with a values led partner.
In January 2021, Ethique announced that its products prevented more than 10 million bottles heading to landfill.
Products
The company is globally renowned for its range of solid hair, face and body bars. All products are sold in compostable packaging, meaning zero consumer waste. Ethique only uses biodegradable ingredients and wrappers so its solid bars leave no trace on the planet. Consumers can dispose of the compostable wrapping in their home compost bin. This means there are no bottles, jars, lids or pump dispensers contributing to landfill or oceanic pollution. 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.
Ethique is now found in more than 20 countries including Australia, United States, Taiwan, and Hong Kong, as well as ships worldwide. In 2019, the company expanded operations to stores in the UK.
Key product awards
* 2021: Natural Health Magazine - Best Parent & Baby Range
*2020: ELLE's 2020 Future of Beauty Awards - Ethique's Hydrating Conditioner Concentrate Bar
*2020: TIME Magazine 100 Best Inventions of 2020 - Ethique Concentrates
*2020: Organic Spa - Most Sustainable Packaging
*2020: Prevention's 2020 Wellness Awards - Best Soap Bar
*2020: Women's Health Beauty Awards - Best Vegan Haircare Hero
*2019: Indie Beauty Expo - Best Sustainable Packaging
*2019: Refinery29 Beauty Innovator Awards - Sustainable Shop
*2019: Real Simple Magazine Road Test Awards - Best Shampoo Bar
*2019: Healthy Lifestyles Earth Day Beauty Awards - Best Serum Bar (Ethique Saving Face Serum)
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