You know that feeling when you get a fresh haircut that makes you feel like you can take on the world? That's exactly how we're feeling right now, because we've just given Ethique a makeover that truly celebrates our game-changing solid haircare and the incredible results you already know and love! Consider this our "glow-up" moment – we're talking about the kind of transformation that makes you do a double-take in the best possible way. 

Why Change? Because You Spoke, We Listened 

We've always prided ourselves on being more than just another beauty brand. But to keep pushing boundaries and make the impact we dream of, sometimes you need to take a step back and really listen. That's exactly what we did – we interviewed over 5,000 amazing people across New Zealand, USA, Australia, Canada, and UK to understand how we could serve you better. 

What we learned was illuminating. While you loved our products (thank you!), some things weren't as clear or intuitive as they could be. And let's be honest – if we want to continue growing our impact on the planet and people, we need to make sure everyone can easily find and fall in love with the right Ethique products for them. 

What's New (And Why You'll Love It) 

Names That Make Sense 

Look, we loved creative names like "Too Delicious" as much as anyone, but we heard you – it wasn't exactly clear what or who the product was for. Our new names tell you exactly what problem they solve and what results to expect. No more guessing games! 

Perfect Pairs 

We've paired each shampoo with its perfect conditioner companion – same name, same colour, same fragrance, and powerful ingredients that work together like they're finishing each other's sentences. Think of them as beauty's power couples, maximising effectiveness for your unique hair needs. 

Shapes That Work (And Look) Better 

We've reimagined our bars with both ergonomics and aesthetics in mind. That new crescent shape? It glides smoothly along your scalp for optimal cleansing, while our conditioner bars feel perfectly balanced in your hand. Plus, they're beautiful enough to deserve their own spot on your shower shelfie! 

What's Staying the Same (Because Some Things Are Perfect as They Are) 

High Standards, No Compromises 

We've always held ourselves to rigorous standards, and that hasn't changed. Every ingredient continues to meet strict EU clean beauty requirements and is responsibly sourced. Our testing processes remain thorough and exacting, ensuring you get the same trusted quality in every bar. 

Your Bars, Still Concentrated

You're still getting the exact same grams in every bar* – no change there! One shampoo bar still equals three bottles, one conditioner equals five – that's eight bottles replaced by one perfect pair! 

Doing Good Is in Our DNA 

Still proudly: 

• Plastic and microplastic-free 

• B Corp certified  

• PETA-certified vegan 

• Leaping Bunny-certified cruelty-free 
• Certified palm oil-free

Plus, we're still rocking that 93% smaller footprint than traditional haircare and donating over 2% of sales to charity annually. Because looking good and doing good should always go together! 

The formulas you love, the results you trust, and our unwavering commitment to plastic-free beauty remain at the heart of everything we do. We can't wait for you to experience this next chapter of Ethique. 

Ready to meet the new us? 

[Check out our fresh new look →] 

P.S. Have questions about finding your perfect match in our renovated range? Our customer service team is here to help – they're like beauty matchmakers, but with better product knowledge and fewer awkward first dates!

Find Your New Favourites  

FAQs 

Have the formulas changed? How do I find my old favourite?

Are your results really clinically proven? 

Yes! We take our claims seriously and have invested in rigorous clinical testing for our haircare range. Each formula has been scientifically tested to prove its effectiveness, with some impressive results:

Key clinical results: 

·      REPAIRING: Reduces breakage by 5x after just one use* 

·      VOLUMISING: Up to 10x more concentrated active ingredients* for superior results 

·      CLARIFYING: 92% of users agree this shampoo helped remove excess oil or buildup* 

·      SCALP HEALTH: 93% agree that this shampoo helped visibly reduce the presence of dry scalp flaking* 

·      CURL-DEFINING: Increases shine by 70%* and improves manageability by 6x* 

·      HYDRATING: Increases hydration and moisturisation by 8x after one use* 

·      SMOOTHING: Boosts hydration and moisturisation by 8x after one use* 

·      GENTLE: 98% of users say this product cleanses without irritation* 

Are the new bars still plastic-free? 

Absolutely! Being plastic-free isn't just something we do – it's who we are. Our bars and packaging remain completely free of plastic, just as they've always been. 

Can I still buy the old bars? 

We're transitioning fully to our new range, which means you'll be saying goodbye to our previous shapes. But don't worry – your favourite formulas are still here, just with an upgraded look and feel! If you need help finding your perfect match in our renovated range, check out this handy infographic [link] or reach out to our team. 

Did the amount of product change? 

Not at all! While our bars are rocking a fresh new shape, you're still getting the exact same amount of product, gram for gram (please note that the curly conditioner is now the same size as all other conditioner bars by Ethique – 60g). One 110g/3.9oz shampoo bar still equals three bottles of liquid shampoo, and one 60g/2.1oz conditioner equals five – that's the same planet-saving impact you know and love! 

Why is the CURL-DEFINING Conditioner smaller than Curliosity?

Previously our curl-conditioner was the same size as all of our shampoo bars. This decision was due to the fact the bar was positioned at both a conditioner and co-wash. We have made the decision to make the curly conditioner the same size and shape as the rest of the Ethique conditioner range. The reason we have done this is because it was confusing to tell the curly shampoo and conditioner apart when in the shower (they were both the same shampoo shape), and secondly we no longer position this bar as a conditioner and co-wash. Instead we have worked hard to formulate the best hydrating and nourishing conditioner bar for curls and coils - we wanted to make sure that we offered the best conditioner and really focused on a superior product before we look to expand our curly/coily hair range.

Is the packaging still home-compostable & recyclable? 

You bet it is! Even with our shiny new foil, every bit of our packaging remains home-compostable and recyclable. We've just made it prettier while keeping it planet-friendly – because who says you can't have both? 

Why is the packaging larger? 

Our previous packaging was playing hide and seek on store shelves (and winning a bit too often). Our new, taller packaging makes it easier to spot your favourite plastic-free beauty products, while still maintaining the same width and depth as before. Plus, the new size perfectly houses our ergonomically designed bars. 

Why did the price change? 

We've made some careful adjustments to our pricing to keep things simple and fair. In the US, our shampoos and conditioners are now both $17 (that's a $1 increase for shampoo and a $1 decrease for conditioner). For our New Zealand customers, after maintaining the same prices since 2012, we've updated both products to $24 to reflect rising material and labor costs. While the shampoo price increased by $2, we managed to reduce the conditioner by $1. These changes help us maintain our high quality standards while keeping our products as accessible as possible. 

Have you abandoned your mission? 

Not a chance! Our commitment to being a force for good remains unwavering. We're still proudly plastic-free, B Corp certified (in the top percentile!), vegan, cruelty-free, and palm oil-free. Our product footprint remains 93% smaller than traditional haircare, and we continue to donate over 2% of sales to charity annually. This refresh is about making our sustainable solutions more accessible to everyone – because the more people we can convert to plastic-free beauty, the bigger our positive impact on the planet. 

Are you still manufactured in NZ? 

Yes! Our bars are still thoughtfully made in Auckland, New Zealand. While we've grown into a global brand, our origins will always be in New Zealand, where our story began. 

Many of the old product formats appear to have gone away. Which ones have been discontinued, and why?  

You aren’t imagining things: we have unfortunately stopped selling several products, including soaps, body and face moisturizers, lipsticks, concentrates, baby, and pet. We continue to sell shampoo and conditioner, deodorant, lip balms, and face cleansers.  

Some products, despite having loyal fans, weren't selling in large enough quantities. As a brand committed to sustainability, we faced a difficult dilemma. Continuing to produce these items in small batches wasn't environmentally or economically viable. When products don't sell quickly, they risk expiring before reaching customers, potentially creating unnecessary waste. Additionally, we often had to ship small amounts of these products as one-offs, which increases our carbon footprint. All of this goes against our core mission of reducing environmental impact. We are grateful for your support and hope you can find some new favorites! 

Can I still buy minis?  

We aren’t selling any minis at the moment, as we learn which of our renovated products are most popular. (We don’t want to wastefully overproduce something and then have to discard it if it doesn’t sell.) We plan to have mini shampoo and conditioner duos in the future and will keep you posted when they launch. In the meantime, we’ll start offering select haircare minis in the second quarter as a gift with purchase, so keep your eye out!