Ethique – New Zealand’s most sustainable business

Ethique, a beauty brand started by a female biologist from New Zealand, makes popular (and surprisingly mainstream) solid shampoos, conditioners, lotions, face washes, and even a fan-favorite sunless-tanning bar.

Their bars are cruelty-free, waste-free, made and packaged with biodegradable materials, and last 2-5 times longer than liquid options.

We’re all well aware of the plastic crisis in our oceans. For this reason, totally eco-friendly shampoo and conditioner has been a hard sell. Our hair can be temperamental and on an average day can look like a massive mess. A lot of us aim to be a conscious consumer, but we also don’t want to live the rest of our lives with hair that looks like we’ve just woken up from a coma.

But a company founded by a female biologist in New Zealand has recently made my conscious consumer life a little bit easier. It’s called Ethique, (French for “ethical”), and they make solid beauty bars that actually work. After learning she could make a super concentrated shampoo bar, founder Brianne West moved on to formulate a line of more than 30 solid beauty bars in the lab: shampoos, conditioners, cleansers, scrubs, moisturizers, serums, self-tanners, pet shampoo, and body washes.

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Every bar is vegan, sustainably sourced, and naturally-derived. And thanks to Ethique‘s dedication to only using biodegradable ingredients and packaging, none of their bars leave a trace on the environment.

Good for your body: Ethique bars contain little or no preservatives but are packed with fresh and natural ingredients like coconut oil, cocoa butter, kiwifruit seed oil and essential oils. Your skin will feel softer without the harsh chemicals, and since your skin can absorb up to 60% of what you put on it, it pays off, in the long run, to make sure it’s not eating the product equivalent of fast food five times a week.

Good for your budget: Solid bar lotions, face washes, shampoos, and conditioners last 2-5 times longer than liquid products (obviously depending on the product you currently use) because they’re super-concentrated. Some customers have claimed to make a single bar last a year, but the company says it should last five months with regular use.

Good for the environment: More than 8 million tons of plastic is dumped into our oceans every year — of which include 80 billion plastic bottles just from shampoo and conditioner alone. As part of a proactive solution, Ethique is made with biodegradable ingredients and packaging so their solid bars leave no trace on the earth. There are zero bottles, jars, lids, or pump dispensers to clutter your apartment or landfills and oceans. To date, the company has prevented more than 150,000 plastic bottles from being made and disposed of.

The startup itself is certified climate-neutral, cruelty-free, and BCorp. They also donate 2% of revenue or 20% of profit (whichever is highest) to charity.

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In 2015, Ethique was recognized as New Zealand’s most sustainable business with ‘the Best in B’ award. In its early stages, the company attracted the highest number of female investors in PledgeMe history. (PedgeMe is New Zealand’s crowdfunding platform).



Shop all Ethique products on Amazon, or browse some of their best-sellers below directly:


Solid shampoo bar for mildly dry and/or damaged hair

Ethique Eco-Friendly Damage Control Solid Shampoo Bar, $15.50

  • Coconut Oil, Coconut Cream, Cocoa Butter and Peppermint soothe and smooth without weighing hair down.
  • The perfect shampoo for mildly dry or damaged hair.
  • Equivalent to 3 bottles of liquid shampoo.
  • 100% soap free, pH balanced and safe for color-treated hair.
  • Minty fresh scent with real peppermint oil.
  • Cruelty-free, eco-friendly, TSA-friendly, compostable.

Solid shampoo bar for dry or frizzy hair.

Ethique Eco-Friendly Solid Shampoo Bar (the equivalent of 3 liquid shampoo bottles), Frizz Wrangler, 3.88 oz, $15.50

  • Samoan Coconut and Cocoa Butter make an appearance along with a host of other naturally nourishing ingredients. Best in tandem with the solid conditioner The Guardian.
  • Perfect for very dry or frizzy hair, especially those who often use hot tools like hot irons, hair dryers, and curlers.
  • Equivalent to 3 bottles of liquid shampoo.
  • 100% soap free, pH balanced and safe for color-treated hair.
  • Cruelty-free, eco-friendly, TSA-friendly, compostable.

Solid shampoo bar for normal hair.

Ethique Shampoo Bar, Pinkalicious, 3.88 oz, $15.50

  • Samoan Coconut and Cocoa Butter work in tandem to nourish normal hair. Created for the company’s 5th birthday but made permanent after becoming hugely popular with customers. Best paired with conditioner The Wonderbar.
  • Smells like pink grapefruit and vanilla.
  • Perfect for normal hair types.
  • Equivalent to 3 bottles of liquid shampoo.
  • 100% soap- and palm-free, pH balanced and safe for color-treated hair.
  • Cruelty-free, eco-friendly, TSA-friendly, compostable.

Solid conditioner bar for oily to normal hair.

Ethique Eco-Friendly Conditioner Bar for Oily-Normal Hair, Wonderbar, 2.12 oz, $18

  • Coconut Oil, Cocoa Butter and Vanilla hydrate hair without adding weight or oil. The Wonderbar can also be used as a shaving bar or an in shower moisturizer.
  • Best for mildly oily-normal hair.
  • 100% soap-free, pH balanced and safe for color-treated hair.
  • Equivalent to 5 bottles of liquid conditioner.
  • Cruelty-free, eco-friendly, TSA-friendly, compostable.

Solid conditioner bar for normal to dry hair.

Ethique Eco-Friendly Guardian Conditioner Bar for Normal-Dry Hair, 2.12 oz, $18

  • Cocoa butter, Coconut Oil, Vitamin B5 and zesty lime oil tame frizz and hydrate dry hair to make it look smooth and lush. The Guardian can also be used as a shaving bar or an in shower moisturizer.
  • Deeply hydrating for dry and/or damaged hair.
  • Equivalent to 5 bottles of liquid conditioner.
  • Safe for color-treated hair.
  • Cruelty-free, eco-friendly, TSA-friendly, compostable.


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