Founder & CEO
Brianne West
Brianne West is an entrepreneur and founder known for challenging traditional consumer product categories. As the founder of Ethique, she helped demonstrate that an ambitious New Zealand product idea could develop into an internationally recognised consumer brand.
Her work combines scientific curiosity, product innovation, sustainability and a willingness to rethink products that many people take for granted.
At Incredibrands, Brianne brings the entrepreneurial vision and product-led thinking that shape the company's portfolio and direction. Ethique is part of her previous founder experience, not an Incredibrands portfolio brand.
From scientific curiosity to consumer brands
The University of Canterbury’s alumni profile documents Brianne’s Biological Sciences background and the product thinking behind Ethique. Her founder journey connects scientific questions with practical products and the experience of growing a consumer business.
Read the University of Canterbury profile ↗The experience behind Incredibrands
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.
Product performance and responsible choices
Environmental considerations matter, but products also need to perform. We want to create everyday products that customers genuinely enjoy using and choose again. Practicality, quality, design and value are all essential. Packaging choices, scientific evidence and commercial viability belong in the same conversation.
Explore our product-development approach →Writing, interviews and original coverage
Explore Brianne’s published perspectives and verified coverage, with original sources and clear attribution.
Recognition
Source: Brianne’s official biography ↗- ✦Foreign Policy Top 100 Global Thinker (2016)
- ✦NZ EY Young Entrepreneur of the Year (2019)
- ✦One Young World Entrepreneur of the Year (2020)