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Photo Credit: beautyinthebag.com


09-03-17 | Posted by

Brianne West is not driven by fashion trends, her drive is her passion for animals and the environment. She believes Ethique is the first beauty company in the world to develop an entirely solid product range. All products are sold in compostable packaging, meaning zero consumer waste.

“I’m not passionate about makeup, cosmetics or fashion. I love science and the environment, and if I weren’t doing this, I would ideally be wading through the Amazon, studying the creatures that live there, (but of course avoiding the spiders.)

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 & effective. I am insanely proud that we have prevented more than 150,000 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.”

BITB interviewed Brianne West, she shared her inspiration and vision behind Ethique, a cosmetic company in New Zealand, that’s packaged in compostable packaging.


1. What is your inspiration behind Ethique?

I started Ethique with the (somewhat grandiose sounding) goal of it becoming the world’s most sustainable cosmetic company. It’s always annoyed me that companies are not obligated to consider the entire lifecycle of their products- including the packaging and where it will end up. We are covering the planet and filling the oceans with plastic rubbish and it’s something we need to stop doing right now. As I had a background in cosmetic chemistry I thought coming up with a company that was totally plastic free and used only compostable packaging would be a great way to have a real positive impact on our planet.


2. What are a few of your favorite Ethique products and why?

This changes regularly but currently I’m favouring Sweet & Spicy Voluminising Shampoo Bar as I’ve just cut most of my hair off and it needs a little oomph. You can’t go past the Guardian – Conditioner for Dry, Damaged or Frizzy Hair for conditioner and it’s handy to shave with too. Lime & Ginger Body Polish – Body Scrub & Exfoliator smells delicious and leaves smooth, moisturised skin behind, which is handy because I’m far too lazy to moisturise every day.


3. What are you most proud of when you think about your company – where it’s been and where you see it going?

I’m proud first and foremost of the team. We have a great bunch of people who all believe in the vision and work incredibly hard to ensure the company’s success. There have been plenty of milestones along the way which were of course very exciting (like when Britney Spears and Ashton Kutcher shared us on Facebook- all of us in the office were so excited we could barely focus on doing any work.) But just seeing the company grow as rapidly as it has and to encourage so many people to tread a little lighter on the earth is really the best part.  In terms of where it is heading our big hairy audacious goal is to put a bar in every shower – imagine the impact on the planet!

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