It has only been around for four years, but beauty brand has some pretty big notches on the belt. From receiving organic social media shout-outs by high-profile celebrities to gaining recognition in top global publications, this New Zealand brand is going places. Here, BD speaks to founder Brianne West to discover how Ethique came about and what going viral has meant for the brand.
Can you tell me a bit about the brand's story?
In 2012 I was in my second year of university studying a Bachelor of Science when I discovered a way to create solid shampoos. Since then, I have developed more than 30 solid beauty bars including solid shampoos for different hair types as well as conditioners, cleansers, scrubs, moisturisers, serums, a self-tanning bar, pet shampoo, men’s shampoo and shaving bar, and household cleaners. Our range of solid beauty bars are all 100 per cent vegan, sustainably produced, certified cruelty-free, plastic-free and we only use ingredients derived from nature.
I am passionate about the values Ethique stands for and the change we are creating in the world with products that are waste-free, natural and effective. I am insanely proud that we have prevented more than 100,000 bottles from being made and disposed of thus far and our next goal is one million. I have been able to use the skills I have to create a business that has a positive tangible effect on the environment and that feels amazing. I’m immensely proud that Ethique is also New Zealand’s most sustainable business having been awarded international B Corp certification in July 2015.
The brand has been promoted on social media by both Ashton Kutcher and Britney Spears. How did this come about?
Pure luck! I spent two weeks in Hawaii in June at the East-West Centre on a seminar learning about leadership, entrepreneurship and innovation and met some amazing people. One of those wonderful women introduced me to MeiMei Fox who writes for Forbes. She wrote a lovely article about what we are trying to do. The Huffington Post jumped on that pretty quick and then things just snowballed from there! Britney and Ashton both came across it randomly around the web – we went pretty viral there for a few weeks.
What does being promoted by such high-profile celebrities do for the brand?
In terms of sales, nothing! But we are totally chuffed that they love our product and it’s amazing we get to add their testimonials to our social media platforms and websites.
What have been some of the brand's recent highlights?
There have been so many! Appearing in Forbes and [The] Huffington Post, launching our brand new website, adding three new team members in a month (our family is growing!), being selected to be in the goodie bags for the East-West Center Sustainability Summit which even [President Barack] Obama spoke at, and saving 100,000 plastic bottles!
What's next for Ethique?
Growing our range of products. Relocating to much bigger premises, expanding into the USA and growing the market in Australia. Pretty much global domination is the goal. We want to have saved one million bottles by the year 2020, so we need to get cracking!
Image: Instagram.com/EthiqueNZ
