The Transformation of a Plastic-Obsessed Industry

How Brianne West leveraged her customers to launch a global zero-waste beauty brand

Image by Studio Superaarde with Midjourney

Plastic, plastic, everywhere

New Zealand, early 2010s. Brianne West stood in a supermarket aisle staring at shelves lined with plastic shampoo bottles. Billions of them were produced each year, destined for landfills and oceans, rarely recycled. As a university student with an entrepreneurial streak, she couldn’t shake a simple but urgent question: Why do we package liquid shampoo in plastic at all? What if shampoo could exist in solid form, like a bar of soap?

The idea seemed obvious. The challenge? Convincing an entire industry to rethink everything it knew about beauty products.

Pipe dreams to plastic-free realities

Brianne started small, creating solid shampoo bars in her kitchen. She experimented with formulas, tested ingredients, and slowly built a product she believed in. But launching a beauty brand was expensive. She needed capital, and no one was willing to invest. Traditional beauty retailers weren’t interested in stocking shampoo bars, and banks weren’t convinced that her vision had commercial potential.

The biggest challenge wasn’t making the product—it was convincing the world that a zero-waste beauty brand could thrive in a market that didn’t seem to want it. Instead of waiting for approval from industry gatekeepers, Brianne decided to take her idea directly to the people.

Power to the people

In 2015, Brianne launched a crowdfunding campaign on PledgeMe to raise funds for Ethique, her new plastic-free beauty brand. The campaign wasn’t just about money—it was about validation. She wanted to prove that people cared about sustainable beauty and that there was a real demand for plastic-free products.

The response was overwhelming. Ethique raised NZ$200,000 in just 10 days, breaking records on the platform, and the campaign attracted the highest number of female investors in PledgeMe’s history. More importantly, it created a built-in community of early adopters who were emotionally invested in Ethique’s success.

Brianne wasn’t just selling shampoo bars; she was selling a mission. And she made customers feel like they were part of something bigger. From that moment on, Ethique wasn’t just a company—it was a movement.

Positive press, overnight success

With its crowdfunding success, Ethique began to scale. But the real turning point came unexpectedly when an article about the brand was published in HuffPost. The piece went viral overnight, and orders flooded in from around the world. Retailers that had ignored Ethique suddenly wanted to stock their products, and investors who had dismissed the idea started paying attention.

Brianne leaned into transparency, making Ethique’s mission and process completely open to the public:

  • No plastic packaging, ever. Everything is compostable.
  • Ethically sourced ingredients with full supply-chain transparency.
  • A commitment to giving away 20% of profits to environmental causes.

Instead of just selling products, Ethique became a community-driven brand where people felt personally connected to the mission. She showed customers the behind-the-scenes process of making solid beauty bars, shared successes and failures openly, and made them feel like co-creators in the brand’s journey.

From plastic waste to movement building

What started as a personal frustration with plastic waste became one of the most successful sustainable beauty brands in the world. Ethique’s strategy of growing in public turned it into a multi-million-dollar brand, and a B Corp, selling in 22+ countries. The company helped prevent over 28 million plastic bottles from being produced by replacing them with solid beauty bars. And most importantly, Brianne built a fiercely loyal community of eco-conscious consumers who actively promote Ethique’s mission.

Brianne West didn’t just start a company—she changed the conversation about sustainability in the beauty industry. She proved that consumers care about waste; that plastic-free products can scale; and that transparency builds stronger brands. And most importantly, she showed that when you invite people into your mission, they’ll help you build something bigger than you ever imagined.

Show your work – key leadership lessons

Brianne West’s journey with Ethique is proof that when you grow in public, you don’t just create a product—you build a community-fueled movement.

Brianne’s story offers crucial insights for any Maker looking to build something meaningful:

  • Involve customers from the start: Crowdfunding isn’t just about raising money—it’s about proving demand and creating a loyal following before launch.
  • Transparency builds trust: Sharing successes and failures publicly turns customers into brand advocates.
  • Mission-driven brands win: People don’t just buy products; they buy into ideas that align with their values.
  • Disruption takes persistence: Changing industry norms is hard, but demonstrating real demand can shift perceptions.
  • Community is the ultimate growth engine: Ethique’s biggest strength was the people who believed in and spread the mission.

The story of Ethique proves that growing in public isn’t just a marketing strategy—it’s a way to build trust, validate ideas, and create an engaged community that fuels long-term success.

This Inspiration Story is filed under:
Business
Design

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