Our Story Brianne West, CEO & Founder, started Ethique in her kitchen in 2012 when she began experimenting with solid shampoo bars. Today we have over 100 products in our range! Our Products We create conscious & concentrated haircare, skincare, body care & more products to help make giving up the bottle easier. All our products are 100% plastic-free, certified vegan, cruelty-free & palm-oil free. Also, our packaging is 100% plastic-free. Visit the Store Visit the Store Visit the Store We’re on a mission to revolutionize the cosmetics industry and regenerate our planet through business. Helping to rid the world of single-use plastic bottles is just one part of that! As of 2021, we have saved over 20+ million single-use plastic bottles from being made or disposed of in landfills around the world, over 3 million gallons of water from being wasted and have planted over 350,000 trees. This is only the beginning! We started our revolution in 2012 when our founder, Brianne, began making natural beauty bars, in her kitchen, as an alternative to the 80 billion plastic shampoo and conditioner bottles thrown out globally each year. Since then, Ethique has grown out of a Kiwi kitchen into a fully-fledged, award-winning International beauty brand. We're conquering the beauty world one bar at a time. Today, we've stopped over 3,400,000 plastic bottles ending up in landfills - and that's just the start of it...