Ethique has been making the case for sustainable haircare since it launched in New Zealand in 2012. With a laundry list of eco and ethical certifications, potent actives, and products that outperform the liquid norm, the brand had everything it needed to win over most of the country. Next up, global expansion. We partnered with Ethique on a full rebrand, new packaging system, photography, retailer support, and relaunch campaign. We introduced the brand to the rest of the world as a beauty-first brand that proved sustainability didn’t mean sacrificing efficacy.