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Clever little bars for you, your family, home and pets. Our range of concentrated, bathroom essentials last 2-5x longer-you add the water, not us. To date, we’ve saved 8m plastic bottles from landfills. Join the revolution and #giveupthebottle

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Tera Brand Scorecard
Good ForValuesCertificationsScore
Zero Waste Carbon Neutral Company Third Party Certified Climate Neutral 4
People & Animals
Ethically Made Vegan Cruelty Free Peta Approved Vegan Vegan Certified 5
Woman Owned Business Made in USA Charitable 3
Your Health
Non Toxic 1
Your Wallet

It all started back in 2012 when Brianne started mixing formulas up in her kitchen at her Christchurch (New Zealand) home. Back then, zero-waste wasn't the huge concern that it is for many today. Solid beauty bars weren’t a ‘thing’ and they definitely weren’t available from your local supermarket - or even Amazon.

“I started Ethique out of frustration for the abhorrent amount of waste created by the cosmetics industry, and in particular, the amount of plastic and waste created by our bathroom essentials. I figured out that up to 95% of your bottle of conditioner is made up of water - which is just ridiculous considering you have water in your bathroom! I have always been deeply passionate about the environment and science and so I set about learning cosmetic chemistry (I was completing my Bachelor of Science at university at the time), and looked to formulate a solid shampoo. I figured that switching to a solid product would be the answer not only to the water waste issue, but also plastic waste”.

“I used to create small, 1kg batches of shampoo with the help of my Mum, Janette, (who still works alongside me today as part of our wider R&D Team), selling them online on a website I built myself (which is embarrassing to look at now), and surprisingly, there was huge demand! From there on, we’ve been steadily growing and putting more and more bars in showers around the globe”.


We're on a mission to rid the world of plastic waste and we want you to be a part of it.


We're proud to be 100% plastic-free
We believe we can make a difference. #giveupthebottle is our mission to revolutionise the cosmetics industry. We’re in business to make things right and need our customers to help us. Let’s make this the norm.

We are carbon neutral
We are proudly carbon neutral, whilst working towards being climate positive, where we offset 120% of our net carbon emissions, a goal we expect to reach by the end of 2020.

Our carbon footprint is measured every year by EKOS who run a robust, independent assessment process. We then work with various organisations, such as, to offset this footprint.

Direct trading
We’re big believers in the honest and fair trade of ingredients and in particular, direct trade partnerships with producers, wherever possible. Direct trade ensures that local growers receive stable prices, reliable income and good working conditions. It has far reaching benefits for the communities' where our ingredients are produced.

Direct trade is like fair trade, but instead of working through an intermediary, we hold these relationships ourselves so we can be truly confident that the prices we pay are fair and the communities working conditions safe. We strongly believe in paying a fair price for great products and partnerships with suppliers who share our commitment for environmental protection

Palm oil free
Ethique is on a mission to revolutionise the cosmetics industry. We’re about empowering consumers to #giveupthebottle, but we’re just as passionate about what they’re replacing it with and what goes into our clever little bars.

Our promise? All Ethique products are 100% palm oil free and we’ve got the accreditation to prove it. Certification from the Orangutan Alliance confirms that no traces of palm oil or its derivatives are in any of our products or supply chain.

Palm free is a difficult, expensive and unique stance to take in the beauty industry. Unfortunately, we’re one of very few cosmetics companies that can claim, much less that are certified, palm free. Cosmetics are packed with palm, but at Ethique, no palm is non-negotiable. 

Ethique is cruelty free and vegan

At Ethique, caring for people and the planet is at the heart of everything we do. It’s our belief that this care includes being good to the creatures we share the planet with too. Our products are purposefully vegan & cruelty free and have been from the start. The difference? They’re two distinct positions and we won’t compromise on either.

Animal cruelty free means that a product was manufactured without harming or killing animals. The most obvious example of this cruelty is testing of products or ingredients on animals. Not only does Ethique not test on animals, but we only use ingredients that haven’t been tested on animals. We won’t take the dishonest and disingenuous route of getting another organisation to test on animals for us either.

Why would we when there are so many harm-free alternatives?