Success Stories: Brianne West

A Natural Entrepreneur

A living example of how natural entrepreneurs often start young, Brianne West got a taste for business at the tender age of eight when she started a pet detective agency. By 19, she started a natural cosmetics business, which she ran for two years before launching a fun confectionery company.

In 2012, while studying for her Bachelor of Science at the University of Canterbury, West began creating solid-bar shampoo and conditioner in her kitchen as a hobby. Using her knowledge in biochemistry she extracted the water content and used natural, sustainable ingredients, developing plastic-free products in biodegradable packaging. She marketed the bars under the name Sorbet Cosmetics, which later became Ethique in 2015.

Using Science to Solve Problems

As a biochemist, West understood the power of science to create real-world solutions to pressing environmental problems. One of those problems, she realised, was the significant impact of plastic waste generated by the beauty industry. Shampoos, conditioners, and lotions were packaged in single-use plastic containers, creating a massive environmental footprint.

With a desire to do things differently, West founded Ethique, a brand dedicated to sustainability and eco-conscious beauty. Her goal was to create high-quality personal care products that were not only effective but also completely plastic-free. What set Ethique apart was its innovative approach—solid beauty bars that replaced the need for liquid shampoos and conditioners packaged in plastic bottles.

West gained significant attention after becoming a finalist in her university's entrepreneurship competition and securing a business mentor. In 2015, a crowdfunding campaign raised NZ$200,000, allowing her to expand and create a lab for product development.

Success with Ethique

West’s vision soon became a reality as Ethique gained traction in the market. The brand’s early success was driven by its ability to marry science with sustainability, delivering luxurious products that worked while having a minimal environmental impact. Each bar was formulated with high-quality, plant-based ingredients and offered consumers a greener alternative to traditional beauty products.

Her focus on sustainability extended beyond the products themselves. From using compostable and recyclable packaging to offsetting their carbon emissions, Ethique became a beacon of eco-conscious innovation. West’s business grew rapidly, finding success in New Zealand and overseas markets.

The company grew rapidly, with a turnover of over $10 million in 2019. Ethique expanded to the UK, reached a global presence in 20+ countries, and saved 10 million bottles from use by 2020. It then set a new goal of saving half a billion bottles by 2030.

Exiting Ethique

After years of building and scaling Ethique, Brianne West made the difficult decision to sell the business in 2022 to allow the brand to continue growing under new leadership while she pursued something new. She sold 75% of the shares in Ethique to New York-based investment firm Bansk Group in late 2020 and in 2023 she resigned as chief executive of the company.

Selling the business didn't mean the end of West’s entrepreneurial journey; it marked the beginning of something new and exciting. Her passion for sustainability and innovation far from extinguished, she had already set her sights on a new challenge.

Launch of Incrediballs

Just a few months after the sale of Ethique, Brianne West introduced Incrediballs to the world—a new venture focused on transforming the food industry with innovative, sustainable solutions. Incrediballs is a plant-based company that creates healthy, bite-sized snacks made from natural ingredients, aiming to provide people with nutritious, eco-friendly snack options that are also convenient.

Incrediballs, like Ethique, is rooted in West’s commitment to sustainability, but this time, her focus is on the food industry’s environmental impact. In addition to creating plant-based snacks, the company also works to minimise food waste and plastic packaging. West sees this venture as a way to not only create healthy snacks but also lead by example in creating a more sustainable food system.

Future Innovation and Impact

From the founding of Ethique to the launch of Incrediballs, Brianne West has shown that it’s possible to turn an idea into something bigger—something that not only serves the needs of consumers but also contributes to a better, more sustainable future. For anyone inspired by her journey, the lesson is clear: with vision and determination, it’s possible to create meaningful change, one innovation at a time.

As West continues to explore new frontiers with Incrediballs and ventures that follow, one thing is certain—whatever she touches will leave a positive and lasting impact.