The beginners’ guide to Ethique

The beginners’ guide to Ethique

Nice to meet you! We’re Ethique and we believe in beauty without compromise - no more sacrificing quality or efficacy for sustainability.  

With over 100 products in our range to help you make sustainable swaps, we want to take it back to the basics and help you find out everything you need to know about making the switch to plastic-free, solid products, for good.  

So, whether you’re a veteran Ethique user wanting to spread the love or a newbie who’s just stumbled upon us, keep reading to find out everything you need to know about Ethique! 😊 

Let’s start with the elephant in the room... how do you pronounce ‘Ethique’?  

It’s pronounced “eh-teek”, which is French for ethical. We think this sums us up nicely!  


The very first Ethique bar, Mintasy, was made in a small kitchen in Christchurch, New Zealand in 2012 by a university student. Founder Brianne West started Ethique when she began experimenting with solid shampoo as a way to rid the world of plastic bottles. Since then, Ethique has grown to a company passionate about using business for good, for people and the planet. 

Get to know us a little bit more and read our founding story.

Responsibly-run business is our jam - but what does it mean?  

For us, Ethique products are about more than being plastic-free. We care about the entire lifecycle of our products and want to have a positive impact on people and the planet.  

  • Compostable packaging
  • Vegan
  • Cruelty-free
  • Palm oil free
  • Direct trade
  • Climate positive 2% of sales donated to charity
  • BCorp
  • Living wage certified

Discovery Packs100+ Ethique products to help you, your family, home & pets make sustainable swaps

We make plastic-free alternatives to most products you see in your bathroom and home. Learn more about our range through these easy links: 

Still prefer the liquid option? We have that covered too with our solid-to-liquid

Concentrates range.

Conscious products, without any compromise 

There’s more to our products than just being in bar form though - we know that if we want the world to switch to solid beauty and personal care products, they also have to work just as well (if not better) than the liquid versions!  

Award Winning Ranges 

  • Cosmopolitan's Holy Grail Beauty Award - Best Sustainable Body-Care Launch
    Ethique Hydrating Bodywash Concentrate 
  • Popsugar's Best Conscious Hair-Care Buys - Best Shampoo
    Ethique Hydrating Shampoo Concentrate 
  • Time's Best Inventions of 2020 - Planet-First Personal Care
    Ethique Concentrates 
  • Cosmopolitans Best Shampoo Bars of 2023 - Best Overall Shampoo Bar
    Pinkalicious Uplifting Solid Shampoo Bar
  • Independent's Best Sulphate-free Shampoos of 2023 - Best Overall
    Bar Minimum Unscented Solid Shampoo Bar 

    How long will each Ethique product last?  

    This comes down to how much product you use and, most importantly, how well you store your bars. Here’s an indication of how long our most popular full-sized bars will last on average. 

    Ethique product type (full-sized) 

    How long they last (on average) 

    Shampoo bars 

    Over 80 washes 

    Conditioner bars 

    Over 120 washes 

    Face cleansers 

    3-4 months 

    Face moisturisers 

    3-4 months 

    Body washes 

    1 month 


    2 months 

    Body moisturisers (butter blocks and cream body sticks)

    1-2 months 

    Dog shampoo and conditioners 

    12 months 


    How to use and store

    How to use and how to store? 

    This is the easy part, but sometimes, it pays to watch a video or two to see the products in action. 

    For instructions on how to use Ethique products, please refer to the instructions on the packaging, view videos on Ethique’s Youtube here, or visit our ‘how to use’ page. You can also view videos and instructions on each product page on our website. 

    Pro tip: don’t forget, our products are super concentrated, so you need less product than you are used to with a liquid - it’s better to apply less than you think you need and work from there.  

    For more information, check out the following links:  

    Where to find Ethique products in store 

    Ready to get your hands on our range and give it a go? How exciting!  

    We can be found in over 6,800 stores worldwide, and we have popped their locations on a handy stockist map.

    Don’t spot any local stores? We’re always working hard in the background to make our products more accessible but your word goes a long way in helping us! Reach out to your favourite local stores and let them know about our products.

    Didn’t quite find what you were looking for or need help finding the perfect Ethique products for you? Give our hair quiz a whirl, or flick us an email via - we’re here to help 😊 .