Brianne West
Founder & CEO
Entrepreneur, founder of Ethique and the product-led vision behind Incredibrands.
Plastic-free • Ethical • Fair
Building better brands
for a better planet.
We create consumer brands that make better choices part of everyday life. Based in New Zealand, we combine science-led product innovation, thoughtful design and commercial expertise, without asking people to compromise on performance or their values.
Brianne has been featured in
Source: briannewest.com ↗The company behind the brands
Great brands shouldn’t cost the earth, so we build the ones that don’t.
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Incredibrands is a New Zealand consumer brand venture company bringing together science, product innovation, brand development and commercial expertise.
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We identify opportunities to make everyday products better, challenge conventional approaches and create brands capable of reaching customers around the world.
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Our ambitions go beyond launching another product. We want to build businesses that deliver exceptional customer experiences, grow sustainably and create enduring value.
Experience that matters
From the founder of Ethique.
Building a great product is only the beginning. Our team brings together experience in entrepreneurship, product development, consumer brands, commercial strategy and governance, including Brianne West’s experience founding and growing Ethique.
Our portfolio
Our brands
Every brand we create has its own personality, audience and purpose. What connects them is our determination to create useful, innovative products with the potential to reach customers far beyond New Zealand.
In development
Bolshy
Bolshy is a beauty and personal care brand in development at Incredibrands. We’ll share products and launch details when they’re ready to be announced.
Discover Bolshy →Get Bolshy launch updates
In development
Wannabean
Wannabean is in development at Incredibrands. We’ll share more about the brand when we’re ready. Register for its launch updates below.
Discover Wannabean →Get Wannabean launch updates
Our approach
Science, not stories.
Our approach connects what customers want with what is possible to make, deliver and grow.
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Product Innovation
We challenge familiar categories and look for better ways to meet everyday needs, from formulation and functionality to packaging and product experience.
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Science-Led Thinking
We use evidence, research and practical testing to inform product decisions and separate genuine innovation from marketing hype.
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Thoughtful Design
A product should look good, work well and make sense in the real world. We consider product, packaging, usability and communication together.
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Commercial Scale
Great ideas only make a difference when they reach people. We build with commercial viability, supply chains, distribution and long-term growth in mind.
What we stand for
Our values.
More good than bad
We consider the whole product lifecycle and aim to make choices that do more good than harm.
Science, not stories
Our founder is a scientist, so we like solid evidence first. And we won't make up nonsense to sell you more stuff.
Built to grow
We can only make an impact if we grow. Our brands are built to scale and hopefully change the world a little bit.
Better for everyone
People matter throughout the value chain. Fair work, responsible sourcing and giving back are part of the business we want to build.
Meet the people
Makers, scientists and doers.
Tristan Roberts
Chair
Chairs the Incredibrands board and guides governance and growth strategy.
Ella Crosswell
General Manager
Leads day-to-day operations, commercial delivery and brand launches.
Let’s work together
Partner with us.
We’re interested in connecting with organisations that share our ambition for commercially successful, innovative consumer brands.
✓ Science-led products
Formulated on evidence, with claims we can back up.
✓ Proven founder track record
Brianne built Ethique into an international consumer brand.
✓ Built for scale
Brands designed for mainstream retail and markets beyond New Zealand.
RetailersBring something different to your shelves. (opens in a new tab)DistributorsBring our brands to new markets. (opens in a new tab)Strategic PartnersGreat opportunities start with the right people. (opens in a new tab)Manufacturers & SuppliersHelp us make better products. (opens in a new tab)
Explore Partnership OpportunitiesDownload company overview (PDF)
Latest from Brianne · 21 Feb 2026
Brand is back! So here's how to build one.
Brianne’s perspective on building a brand, and whether brand ever really went away.
Read on Substack
From our world
Latest news and articles.
6 May 2026 · Brianne West · University of Canterbury
Brianne West: University of Canterbury alumni profile
The University of Canterbury profiles Brianne’s Biological Sciences background and the product thinking behind her first business, Ethique. A look at how scientific curiosity became a consumer brand.
3 Feb 2026 · Brianne West · Substack
So, what happens when (or should I say if) we make money?
We're gonna do good things with it.
Get our updates.
New brands, product launches, fresh ideas and occasional insights from behind the scenes.
Get in touch.
Whether you’re interested in our brands, exploring a commercial opportunity or simply want to start a conversation, we’d like to hear from you.