Ethique (initially named Sorbet) began its journey in 2012 with the aim of reducing the waste, especially from plastics, that’s created by the cosmetic industry. West found it ridiculous that water makes up 95% of what is inside bottled conditioners when there’s water already inside our bathrooms. So, she came up with the idea to create concentrated shampoo bars that use water in the shower to create the same effect as those liquid bottled products.
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.
What started in a small kitchen in Christchurch with little-to-no money soon gained momentum. With adequate business investments and crowdfunding, West was soon able to grow her small sustainable business into an award-winning international beauty brand.
Today, Ethique offers a range of haircare, skincare, and body care products that are ethically and fairly sourced, vegan, cruelty-free, and palm oil-free, while also contributing to a bigger environmental issue by being 100% plastic-free.
One of the main goals of Ethique is to save the world from plastic bottles. West and her team have so far prevented over 13 million plastic bottles from being made and disposed of in landfills around the world. With continuing their mission, #giveupthebottle, they aspire to prevent half a billion by 2030.
When you #giveupthebottle you’re stopping plastic from clogging the ocean and avoiding those harsh chemicals.
Ethique’s packaging – including the product wrapping, shipping boxes, padding, and even packing tape – is home-compostable certified. That means these wrappings are laminate and plastic-free in every manner and can go straight to your home compost. Moreover, as of March 2021, Ethique offsets 120% of their carbon emissions with measures like powering their office with 100% renewable energy with the help of Ecotricity, transporting goods to their warehouses through bulk sea freight, and using minimal air travel as possible for product distributions.
All in all, Ethique brings you a new way of showering and self-care while being sustainable and climate positive. So, why not say yay to these remarkable beauty bars and nay to the plastic waste this New Year!
If you liked this article, you might like our feature about Conserving Beauty, an incredible water-conscious beauty brand.