Living Ethiquelly
West is the founder and former CEO of beauty brand Ethique. Source: Brianne West.
Frustrated by the seemingly infinite amount of waste created in the cosmetics industry, one bright-eyed UC student decided to abolish the use of plastics in her bathroom essentials and create a product that would change her life. Brianne West: founder of the incredibly successful beauty brand Ethique.
West saw a gap in the market that could make some real change in the world. So with sustainability in mind, West used her chemistry skills to design eco-friendly beauty bars that are now sold in 22 countries.
West’s passion for protecting and restoring the environment has always been there – she attributes it to her lifelong obsession with animals.
“I think our planet is just the most awe-inspiring, incredible place, not to mention the only place we have to live, so if anything, I find it odd more people don’t think like I do!”
Never in her “wildest dreams” did she think she’d run a cosmetic company. So, strangely enough, her business wasn’t spawned out of a love for cosmetics – rather, a distaste for their effects.
“I don’t really care about cosmetics. I love the chemistry, love the creativity, but the cosmetic world isn’t one I am excited by.”
West was just like every other student: broke, $100 left in the bank, trying to do her best. And yet she still was as sustainable as possible, which included being stubborn when it came to only buying free range eggs.
“That was the hill I chose to die on whilst flatting.”
But West made a good point: ultimately, sustainability isn’t expensive.
“I can see people raising their eyebrows whilst reading this. But it isn’t, because it’s about buying less, only buying what you need.”
West in 2015. Source: Ethique.
Dreams as a student can seem far-fetched when battling sickness and supermarket prices, but it’s reassuring to know that West’s younger self wouldn’t believe she would be this successful either.
“I suppose my 20-year-old self would be quite surprised I started a company in my kitchen whilst still a university student, then sold it for almost $100 million ten years later… Didn’t see that coming!”
Turning $100 into $100 million is an accomplishment not many can say they’ve achieved, but it’s something most people dream of. So how did she do it?
“I was 24 and studying towards a science degree in 2012, when I reached the logical conclusion that with so much water found in our bathrooms, there’s no need to add it to the likes of shampoo, conditioners, moisturisers, household cleaners, and cosmetics, which are usually 60-95% water.”
By making these products solid, and simply sending the active ingredients to her customers, there was no longer a need for plastic containers.
West keeps it real: there really is “no such thing” as a sustainable business.
“I live by the idea of ‘net positive’ [Which] [s]imply means doing more good than bad.”
For her, that meant implementing a fair supply chain, plastic-free packaging, paying employees at least living wage, working towards net zero, and not using palm oil.
“That was a nightmare of a decision financially and logistically, but the right one for the environment… I’m a pushover who hates confrontation… except when it’s defending a value or principle I believe is the right one.”
She implements her values in her new business, Incrediballs: compact concentrated balls of flavour with delicious ingredients.
“All you do is drop one in a glass or bottle of water – still, or sparkling, hot or cold – and drink up,” is the summary on the Incrediballs website.
Competing with companies that greenwash annoys West, especially when they use “anti-science BS rhetoric to sell.”
Source: Ethique.
Before stepping down as CEO in April 2023, West led Ethique with a science-first, marketing-second viewpoint, giving them an edge in their communications as their customers could trust them.
Her University of Canterbury science degree taught her how to analyse data and think critically, which helped with both sustainability and business. But on top of this, UC’s entire programme jumpstarted her very bright career as a scientist and businesswoman.
“Who knows where I would be without that!”
Not all of us have the brainpower or mana to start up a multimillion-dollar company that promotes and executes spectacular sustainability, but we can all be more sustainable.
“Everyone has a responsibility to make the world a better place right – we are kaitiaki [guardians] of this beautiful place and should act as such.”
“That is not to say we need to be perfect – there is no such thing as a perfect environmentalist, and we need everyone doing what they can however they can.”
West keeps it simple for the people with the power to make a change: students.
“As students, you are in the perfect position to think about the impact you want to have on the planet, on the people and other creatures on it. Don’t rush to make decisions, learn what you want to, follow your passions, and hey, if you want to start a business, go for it.”