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An Ethical Approach to Haircare

Australian Made, Organic, Cruelty Free, Vegan Friendly haircare manufactured with utmost care and respect for the environment.

At Ethical Brand Co we believe all businesses should be aware of the impact their activities have on our precious environment, and we certainly live up to this concept ourselves, hence the name Ethical Brand Co!

So, what does ethical mean exactly?

Ethical can mean a few different things, and in our case, Ethical means that our business avoids activities and operations that harm people or the environment. In fact, we do quite the opposite. At Ethical Brand Co we ensure that the products we manufacture and what we do actually supports, nurtures and heals people and the environment.

It’s not just haircare at Ethical Brand Co.


Our first and foremost ethical standard is to create professional quality, clean, organic haircare that repairs, soothes and nourishes our customers hair and scalp. Our focus is on you! We want the best for your hair, scalp, bodies and wellbeing, which is why we only manufacture products that fit these requirements.

Another ethical standard of ours is transparency with our customers. With so much greenwashing going on in the beauty industry, we are passionate about being completely honest and transparent when it comes to our products and ingredients. Nearly everything you need to know about our brands is displayed on our bottle labels! Full ingredients lists, the percentage of Certified Organic and naturally derived ingredients in that particular product formula, the ingredients we avoid, directions, tips, our Head Office address and contact details, our ethical certifications and more! It doesn’t stop there, if you have a question about our brands, products, ingredients, or company as a whole, contact us directly and we would be more than happy to provide a detailed, honest and helpful answer.

Ethical Standards Cruelty Free

On top of our genuine care for our customers, we adore our beautiful Flora and Fauna and ensure all our business practices reflect this. We are proud that all our brands are Vegan Friendly and Cruelty Free. Cruelty Free is a big one for us. We have never and will never test our products or ingredients on animals. No animal should suffer for human vanity, and we believe it is appalling to see how many beauty products are still being tested on animals in the 21st century.

When we say all business practices are conducted with utmost care and respect for the environment, we mean it. Our EverEscents and Clever Curl bottles are transitioning to 100% post-consumer waste plastic (milk bottles to be specific).

Refill Station

We have also custom designed our bottles to enable you to refill and re-use them rather than disposing of them and purchasing a whole new product. Through our refill initiative, any salon that stocks EverEscents and Clever Curl can offer a refill service. The refill initiative is solely designed to reduce waste and lessen our impact on the environment by decreasing landfill, manufacturing and transportation.

All our products can also be recycled including our EverEscents sample sachets! These samples can be refilled, reused and recycled through the REDcycle system.


Camp Quality

For more than 10 years Ethical Brand Co continues to support Camp Quality by donating 5c from every EverEscents product sold, as well as participating in Camp Qualities fundraising events. Camp Quality is an Australian charity supporting children (aged 0-15) who are dealing with their own cancer diagnosis or the diagnosis of someone they love. 

The Butterfly Foundation

Ethical Brand Co supports Butterfly Foundation by donating 10c from every Clever Curl product sold. Butterfly Foundation offers a multitude of services and programs that provide support, treatment, prevention, early intervention, education and training for those affected by eating disorders and negative body image.

Indigenous Literacy Foundation

Indigenous Literacy Foundation

Ethical Brand Co supports the Indigenous Literacy Foundation by donating 10c from each Noosa Naturals product sold. Indigenous Literacy Foundation is a not-for-profit charity which invests in Aboriginal and Torres Strait Islander remote communities to provide the tools and resources they request to shape the direction of their children’s literacy future. 


The Orangutan Project

Ethical Brand Co supports The Orangutan Project in their effort to conserve the devastated areas of Indonesia and Malaysia due to Palm Oil harvesting and manufacturing. We donate money to TOP each month to preserve 2 square kilometres of forest to be safeguarded against clearing. We have also adopted an orphaned Orangutan, Popi, who has been saved from the devastated areas and is being cared for by TOP until she is ready to be reintroduced back into the wild.

Carbon Neutral

Ethical Brand Co is committed to reducing our carbon footprint and having a positive impact on our climate and environment. We are proud to purchase one tree every business day of the year, helping to reduce the amount of carbon in the atmosphere. We also support Carbon Neutral’s Plant-a-Tree program by planting a new native Australian tree for every new salon who stocks our products. That’s over 500 trees planted every year!

The Welcome Here Project

The Welcome Here Project was created to support Australian businesses and services to create and promote environments that are visibly welcoming and inclusive of LGBTIQ people. Ethical Brand Co is a proud member of the Welcome Here Project and a rainbow sticker is displayed on the door of our Head Office to let everyone know that LGBTQIA+ diversity is welcomed and celebrated within our business.



Now we certainly could not achieve the above without the enthusiasm and like mindedness of our incredible team. Whether our staff have come from a holistic, eco-conscious background or not, we have all greatly developed this passion together at Ethical Brand Co and apply this knowledge and ethos to our personal lives as well as our work lives.

Some ethical practices we conduct in our workplace and many of our personal lives include:

  • Reducing plastic usage in all aspects of our work / home life
  • Strict recycling
  • Soft plastic recycling
  • Use of bio-degradable pallet wrapping
  • Composting
  • Supporting local businesses wherever possible
  • Supporting ethical businesses wherever possible (clothing, personal care etc.)
  • Growing our own herbs, fruit and veg
  • Shopping at independent health food stores and farmers markets rather than large supermarket chains
  • Personally donating to charities we are passionate about

It is never too hard and never too late to start living ethically, supporting ethical businesses and purchasing ethical, responsibly manufactured products. The more of us who choose this lifestyle, the bigger difference we can make and the brighter our future, our kids futures, and their kids futures look. Start with just one ethical practice at a time (even if that is using Ethical Brand Co’s products) and you will make a difference!

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