West began creating solid-bar shampoo and conditioner in her kitchen as a hobby in 2012, while in the second year of her
Bachelor of Science degree at the
University of Canterbury, in
Christchurch, New Zealand. West used the knowledge from her studies to formulate products with natural ingredients from ethical and sustainable sources. By removing water from the products, West created a range of completely plastic-free products which were also not tested on animals, and were sold in biodegradable and compostable packaging. Later the same year she started marketing the bars under the company name of Sorbet Cosmetics. In 2013, she entered a business entrepreneurship competition at her university called "entré". As a result of becoming a finalist she secured a business mentor. In 2015, West launched an online crowdfunding campaign through
PledgeMe, which raised NZ$200,000, and attracted the largest number of female investors in the site's history. The funds were used to build a customised laboratory for developing and manufacturing products, and to expand the company to global markets. In 2019 the company had a turnover of more than $10 million a year. In 2019, the company expanded operations to stores in the UK. In 2020, West was named as an
Obama Foundation Leader and as One Young World Entrepreneur of the Year. Ethique also officially achieved 10 million bottles saved from use and West announced a new goal of half a billion by 2030. Ethique expanded to more than 20 countries including Australia, United States, Taiwan, and Hong Kong. West sold 75% of the shares in Ethique to New York-based investment firm Bansk Group in late 2020. In 2023 she resigned as chief executive of the company.
Products The company makes a range of solid hair, face and body bars. All products are sold in compostable packaging, meaning zero consumer waste. Ethique only uses biodegradable ingredients and wrappers so its solid bars leave no trace on the planet. Consumers can dispose of the compostable wrapping in their home compost bin. This means there are no bottles, jars, lids or pump dispensers contributing to landfill or oceanic pollution. The company also champions the use of fair trade and sustainable supply chains. == Later career ==