About Incredibrands
The people behind the possibilities.
Incredibrands is a consumer brand business focused on turning ambitious ideas into products with everyday relevance. We bring product thinking, brand development and commercial execution together, giving each brand a clear identity and a practical foundation for growth.
Different expertise. One shared ambition.
We believe the strongest brands combine genuine product innovation with the ability to execute commercially. That means thinking beyond the initial idea, considering manufacturing, sourcing, packaging, distribution, customer experience and long-term business performance.
Meet the team.
The people shaping the direction of Incredibrands.
Brianne West
Founder & CEO
Entrepreneur, founder of Ethique and the product-led vision behind Incredibrands.
Read full profile →LinkedIn ↗ (opens in a new tab)briannewest.com ↗
Tristan Roberts
Chair
Chairs the Incredibrands board and guides governance and growth strategy.
Read full profile →LinkedIn ↗ (opens in a new tab)
Ella Crosswell
General Manager
Leads day-to-day operations, commercial delivery and brand launches.
Read full profile →LinkedIn ↗ (opens in a new tab)Experience in challenging an entire category.
Before Incredibrands, Brianne West founded Ethique, a consumer brand that challenged conventional approaches to personal care products and packaging. That experience provides valuable lessons about turning a bold product idea into a recognised consumer business, including product development, building customer trust, scaling operations and navigating international growth.
We’re bringing that experience and curiosity to the next generation of consumer brands. Ethique is not an Incredibrands portfolio brand.
Brianne’s founder story ↗Interested in what comes next?
Explore our brands or talk to us about working together.