This month we’ve been trying our best to say no to single-use cups and containers, cut ties with  plastic wrap, and kick plastic bottles out of our shower - all in the name of Plastic-Free July. Plastic-Free July is a time to bring attention to the environmental damage caused by pesky plastic, and help motivate individuals, communities, and businesses to progress towards a plastic-free lifestyle. 

We’re not perfect, and definitely have a long way to go in terms of ditching plastic. To help us on our journey, Billie’s Assistant Editor Ruby caught up with Brianne West, the founder of Kiwi, plastic-free and regenerative beauty brand ‘Ethique’. Beyond bringing the cutest beauty products into the world, Brianne is an expert in the sustainability space and has some great advice for us this Plastic-Free July. 

Ruby: Could you please tell us about your plastic-free journey?

Brianne: I first became objectively aware of the plastic crisis when I was in my late teens. I’ve always had a passion for our environment, and it was becoming evident to me, even without seeking out specific information, that plastic was becoming a real concern. So it was a no-brainer that Ethique would be plastic-free when I founded the company in 2012, here in Aotearoa New Zealand. I was at university and knew that personal care, skincare, and hair care products were all mostly water and that just seemed bananas to me. Whilst it makes sense for a business financially, it sure doesn’t make sense for the environment, as you’re shipping heavy water and plastic around the globe. A logical solution was to sell the active ingredients in a bar form, remove the plastic, and dramatically lower the carbon footprint of the products – without compromising on quality or efficacy.

The things we love about plastic; its durability and flexibility, are also what makes it such a problem for the environment. Despite what companies will tell you, most plastic is not infinitely recyclable. It won’t break down naturally, it breaks up into microplastics which are now found in all environments and animals tested, including us. Just 9% of plastic gets recycled, the rest ends up in our oceans, is incinerated, or goes to landfill. This is not because consumers don’t recycle their empties, it’s because waste management isn’t equipped to deal with the sheer volume of plastic. Creating a genuinely easy to use, high-performance alternative to plastic-bottled beauty products was Ethique’s core mission, alongside climate-positive operations, genuinely fair relationships with producers, and a staunch anti-cruelty stance.

R: What would you recommend as a good starting point for those wanting to rid plastic from their lives?

B: Start off by taking things one step at a time. People try to make huge sweeping changes, which are impossible to commit to and then they feel guilty when they fail. Target one thing, nail it, move on. Your choices matter, but we are looking for progress over perfection! Obviously, I’m biased but I would recommend starting with your shampoo and conditioner. People have this perception that bar products are drying and ‘just soap’, but formulations have come a long way in the last ten years and they are exactly akin to what you get in a bottle of liquid, without the plastic. I see a lot of people say, “Oh I tried one and it didn’t work for me, shampoo bars don’t work for my hair.” However, just like liquid shampoos, different formulas work for different hair types. With options for every hair type (oily, dry, curly, frizz-prone, sensitive scalp, you name it), choose wisely and you won’t feel like you’re making any kind of sacrifice. 

Another starting point is the easy swap to using a reusable drinking flask or bottle when you’re out and about. However, the key is if you won’t use it, don’t buy it. For example, there’s no point forking out for reusable bamboo cutlery (excuse the pun) when you have lunch at home or access to cutlery in the office.

R: What advice would you give to those who believe they don't have the time or resources to transition to a plastic-free lifestyle?

B: Big brands would love people to believe that they make their products wrapped in plastic for their customers’ convenience. The truth is that it’s just the cheapest packaging option, so they can keep costs low and make more money. They are incredibly good at putting the blame on consumers, when frankly, brands need to be held to account for the entire lifecycle of their products – including the packaging!

We find that a lot of people actually find their plastic-free swaps save them time and money and are easier to use once they’ve made the change. That’s the way it should be; if going plastic-free is really expensive and inconvenient, then no one’s going to do it. Don’t feel like you need to overhaul your entire lifestyle just because it’s Plastic-Free July. My best advice is to try one or two new things at a time. When your shampoo starts to run out, try swapping for a shampoo bar. Next time you’re travelling, treat yourself to a reusable water bottle in a pattern or colour that you love, so you’re more likely to remember it and want to refill it. Start keeping your reusables (bags, to-go cup, water bottle) by the door, where you can see them, you’re way more likely to remember them. Progress is far more important than perfection, so be kind to yourself and just do your best.

R: Obviously Ethique products lend a huge helping-hand to becoming plastic-free. Beyond sustainability reasons, why do you think Ethique products have become so loved all around the globe?

B: We have a set of really strict rules when it comes to product formulation. Of course every product has to be plastic-free, vegan, cruelty-free, palm oil-free, and made with sustainably-sourced and regeneratively-produced ingredients. We also don’t just make products for the sake of it (like eye creams).

Significantly, our products must perform just as well as – if not better than – the liquid equivalent. If it can’t hold its own against the big-name brands, we go straight back to the drawing board until it can.

Formulations have come a long way since the days when a shampoo bar was just a soap in disguise, but they continue to vary a lot from brand to brand. We find that people often come to us after they’ve had a disappointing experience with another bar and are converted when they try ours. Personally, seeing the results of people really loving our products is what makes Ethique bars special.

R: This may be like choosing a favourite child, but which Ethique products are your favourite?

B: Hah, good question! Pinkalicious is my go-to always, but this can change when any new product launches, at least briefly. Poppy is the best lipstick shade in the world, and Deep Green cleanser is the best for removing my makeup.

To treat yourself to some environmentally-friendly goodies, and find out more about Ethique’s sustainability efforts, visit their website here.