Ethique brand: a communication case study

Ethique is a New Zealand-based beauty brand specializing in sustainable and eco-friendly cosmetics. Founded in 2012 by scientist and entrepreneur Brianne West, the company became one of the pioneers of the zero-waste beauty movement. Ethique is best known for producing solid shampoo bars, conditioners, and skincare products without plastic packaging.

The brand’s mission is to reduce plastic waste and promote sustainable consumption while offering high-quality vegan and cruelty-free beauty products. Ethique positions itself not only as a cosmetics company but also as an environmentally responsible brand with a strong social purpose.

In this study, we examine how the brand communicates with its consumers, analyze the communication theories it employs, and propose several recommendations for future development.

Ethique is a New Zealand beauty brand founded in 2012 by chemist and entrepreneur Brianne West. What started as a small home-based business has grown into one of the world’s leading zero-waste beauty companies.

Today, Ethique offers more than 100 products across haircare, skincare, body care, and pet care categories and sells its products internationally, including in New Zealand, Australia, the United States, Canada, and the United Kingdom.

The company became a certified B Corporation in 2016, recognizing its high standards of social and environmental responsibility. Founder Brianne West was named Young New Zealander of the Year in 2016 and received the EY Entrepreneur of the Year New Zealand award in 2019.

Ethique’s philosophy is based on the idea that beauty products should not harm the planet. The brand promotes sustainable consumption and encourages consumers to make environmentally conscious choices. Environmental impact is the center of Ethique’s mission. By replacing traditional bottled products with solid bars, the company has helped save approximately 4.5 million kilograms of plastic waste. The brand also uses recyclable and home-compostable packaging and ensures that all products are vegan and cruelty-free.

Through blog articles, social media content, and collaborations with environmental advocates, the brand raises awareness about sustainable living and teaches consumers how small everyday choices can contribute to reducing waste and protecting the environment. Rather than simply selling cosmetics, Ethique aims to create a community of consumers who share the values of sustainability, transparency, and social responsibility.

Beyond its products, Ethique actively invests in social and environmental initiatives. The company supports charitable organizations and conservation projects and regularly participates in campaigns related to Earth Day and plastic pollution awareness.

Ethique primarily targets Millennials and Generation Z consumers aged between 20 and 40, with women accounting for nearly four out of five beauty purchases. The brand mainly appeals to middle- and upper-middle-income consumers who are willing to pay a premium for high-quality, sustainable products.

For many customers, purchasing Ethique products represents not just a beauty choice but also a commitment to a more sustainable lifestyle. As a result, the brand communicates not only product benefits but also ethical and environmental values that resonate with its audience’s identity.

Social media are at the core of Ethique’s communication strategy. The brand maintains an active presence on Instagram*, TikTok, Facebook*, Pinterest, and YouTube, while its Instagram* account has attracted more than 130,000 followers. (Instagram and Facebook are owed by Meta, which is extrimist organization in Russia).

Through these platforms, Ethique shares product demonstrations, educational content, sustainability tips, and behind-the-scenes videos.

Instagram* functions primarily as a visual storytelling platform. Posts frequently combine product promotion with educational messages about sustainability, environmental impact, and plastic reduction. TikTok allows the company to communicate with younger audiences through short-form videos explaining how solid beauty products work and demonstrating their environmental advantages. YouTube provides longer educational content and detailed product explanations, while Facebook helps maintain ongoing communication with loyal customers.

What is also worth highlighting is that rather than collaborating with celebrities, Ethique often works with micro-influencers, sustainability advocates, and beauty creators whose values align with the brand’s mission. This means that instead of focusing solely on sales, the company uses social media to foster a sense of community and promote sustainable lifestyles.

Ethique’s official website and blog serve not only as e-commerce platforms but also as educational resources. The company regularly publishes articles about sustainable living, ethical sourcing, and environmental issues. By providing valuable information, Ethique positions itself as an expert in the sustainable beauty industry and strengthens customer trust.

The company’s annual Impact reports are particularly important communication tools. Rather than relying on vague sustainability claims, Ethique provides measurable data about plastic reduction, charitable donations, and environmental impact.

In addition, Ethique consistently communicates its broader mission of combating plastic pollution. By linking products to a larger environmental purpose, the company differentiates itself from competitors and creates a strong brand identity.

Ethique actively participates in environmental initiatives and awareness campaigns, particularly those related to Earth Day and plastic pollution.

The company publicly commits to donating 20% of profits (or 2% of sales) to charitable causes each year. These initiatives focus on environmental conservation, animal welfare, ocean plastic reduction, and community support programs.

Through collaborations with environmental organizations, influencers, and advocacy groups, Ethique promotes sustainability and encourages consumers to become part of a broader movement toward responsible consumption. These initiatives reinforce the brand’s image as a purpose-driven company and help build long-term customer loyalty.

For our study we have chosen two communication theories, which are particularly useful for analyzing Ethique’s communication strategy: uses and gratifications theory (UGT) and dialogic theory of public relations.

Uses and gratifications theory, developed by Katz, Blumler, and Gurevitch, suggests that audiences are active participants who intentionally choose media content to satisfy specific needs. These needs include information seeking, personal identity, social interaction, and entertainment.

Dialogic theory of public relations, developed by Kent and Taylor, focuses on relationship-building through two-way communication. According to this theory, organizations should engage in open dialogue with stakeholders, encourage participation, provide transparency, and foster long-term trust.

Both theories are highly relevant to Ethique because the brand’s communication is centered not only on promoting products but also on educating consumers and building a community around sustainability.

Uses and gratifications theory

According to UGT, audiences consume media because it satisfies specific needs.

The first need Ethique fulfills is surveillance, or information seeking. Much of the company’s content explains environmental issues, ethical sourcing, ingredient transparency, and plastic pollution. Consumers follow the brand not only to discover new products but also to learn about sustainable living.

The second gratification is personal identity. Ethique’s communication allows consumers to express values such as environmental responsibility, ethical consumption, and animal welfare. Purchasing and sharing Ethique products becomes a way of communicating personal beliefs and lifestyle choices.

The third gratification is social integration. Through campaigns such as #giveupthebottle, consumers become part of a larger community united by common environmental goals. Followers frequently share sustainability tips, discuss environmental issues, and engage with content that reinforces a collective identity centered around responsible consumption.

Ethique’s communication strategy is highly effective because it aligns closely with the values of modern consumers. The company successfully combines education, transparency, and purpose-driven storytelling to build trust and long-term engagement.

Through uses and gratifications theory, we can see that ethique fulfills consumers' needs for information, identity expression, and social belonging. Through dialogic theory, we observe how transparency and stakeholder engagement contribute to strong relationships and credibility.

However, several opportunities for improvement remain.

Ethique has successfully positioned itself as more than a cosmetics company. Through education, transparency, and environmental activism, the brand has created a communication strategy that connects deeply with value-driven consumers.

Uses and gratifications theory demonstrates how Ethique satisfies audiences' informational, identity-related, and social needs, while dialogic theory explains how transparency and two-way communication help build trust and loyalty.

The brand’s success shows that modern consumers increasingly expect companies to communicate purpose, authenticity, and measurable impact. By continuing to strengthen dialogue and community engagement, Ethique can further expand its influence within both the beauty industry and the broader sustainability movement.