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Brand Spotlight: Ethique


Ethique – it’s french for yum.
Soz, that’s Petit Miam. My bad.
Ethical. It’s french for Ethical.

Every now and then, here at ABK, we come across a standout brand.

One that blows the others away, one who genuinely cares and is incredibly conscious of their impact. One that also acts responsibly and strives to make a change in the world, not just a quick mill.

Ethique is one such stellar brand, and we are thrilled to bits to feature them in our first Brand Spotlight of 2017!


Before we get into their products, let’s first soak in a little history:

In 2012, Brianne (pictured below) was in her second year at university studying a Bachelor of Science degree at the University of Canterbury in New Zealand when she discovered a way to create solid shampoos.


Being a biochemist and formulator extraordinaire, she didn’t just stop at shampoo. She went on to develop 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/shaving bar AND household cleaners. PHEW.

While still at Uni, Brianne started Ethique (formerly Sorbet) and attracted an initial investor through a pitching competition run by UC.  She then secured additional funding in 2015 through a highly successful crowdfunding campaign run by the New Zealand company PledgeMe, attracting the highest number of female investors in PledgeMe’s history.   

Ethique, now all grown up, has its own manufacturing facility with a customised lab where Brianne continues to formulate cutting-edge products that marry science with nature.

All of their products contain only ethically sourced, naturally-derived and sustainable ingredients. And yes, it’s ALL VEGAN! Hot DANG, this superwoman is seriously becoming my new hero.

Her super concentrated solid bars can last up to 6 times longer than their bottled counterparts – some clever customers have even made them last 12 months!


Brianne is uncomfortable in the limelight that she genuinely deserves, but anyone who hears her speak is affected profoundly by her honesty, integrity, and her passion for animals and the environment:

 “I’m not passionate about makeup, cosmetics or fashion. I love science and the environment and if I wasn’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 53,000 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.”


Ethique (pronounced Eh-tique) is the French word for ‘ethical’ and is the first beauty company in the world to develop an entirely ‘solid’ product range. All Ethique products are sold in compostable packaging, meaning zero consumer waste. Legit, you can DISSOLVE the bar wrapping under water, and turf the box straight into your compost or green bin when you are done. AMAZING! Imagine, no more bottles, jars, lids and pump dispensers to throw away (or feel guilty about never refilling).

This dedication of theirs to sustainable beauty practices has already prevented the manufacture and disposal of more than 60,000 plastic containers worldwide and is driven by the hashtag #giveupthebottle.

Ethique products contain little or no preservatives and oodles of pure ingredients like coconut oil, cocoa butter, kiwifruit seed oil and essential oils. No matter your skin type, whether oily, dry or sensitive, they have you covered. They even have a 100% money back guarantee- if you don’t like your bar for any reason, you can mail it on back within 14 days for a full refund!

Head to ethiquebeauty.com to browse their entire range – my personal picks are the Frizz Wrangler Shampoo bar to tame out-of-control locks, and The Guardian Conditioner Bar for again, adding chill to any pesky flyaways.

If you’re keen to have a minimal-waste 2017, to give the recycling bin a break and to reduce your contribution to landfill, you now have discovered another rad brand to help you on your way!

For those who can’t decide what to grab from Ethique’s awesome range (which, did I mention, includes a gradual tanning bar – WHA?!), you can buy yourself a sampley 5 pack to test out.

Too ace.



*This product was kindly gifted for consideration. As ABK is strictly cruelty-free and vegan only, we are incredibly selective on what we feature. Any products that appear on ABK are generally super stellar – you kinda gotta be to make it on here. They not only have to impress us but we’d like them to be ethical legends as well. 


1 Comment

  1. Mya
    January 28, 2017 / 8:01 am

    Wow what an awesome Kiwi brand – definitely going to check out their products ? AMAZING!!!!

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