Close
 

A Day in the Life: Ethique's Brianne West

  • News
  • February 26, 2019
  • Idealog
A Day in the Life: Ethique's Brianne West

Brianne West is the founder and CEO of Ethique, a Christchurch-based plastic-free and sustainable beauty company that produces handcrafted solid shampoos, conditioners, face and body and solid beauty bars with zero-waste packaging, ridding the beauty industry of plastic bottles one product at a time. The company has diverted 500,000 plastic bottles from landfill to date, and recently signed an $8 million deal to stock its products in more than 420 Priceline stores throughout Australia. Here's how West gets through the day, organises her time and handles the madness of business.

What time do you wake up?

Depending on how well I slept, usually between 6.30 and 7.30am.

What’s the ideal way to start your day?

When I’m in New Zealand and not travelling for work, I try to get to the gym three to four times a week in the morning for a personal training session, which does set me up for a good day. Otherwise, it’s simply getting to work and seeing my smiling team.

Do you have any morning rituals?

I’m definitely not a morning person, but the essential cup of tea helps.

How soon do you begin doing work-related things, such as checking phone or emails?

Like most people these days, as soon as I open my eyes. I check through my emails and our customer service desk for anything that needs an urgent answer.

What’s your media consumption or interaction like from the morning onwards – do you listen to podcasts, radio, watch videos, read books and magazines, or visit new sites?

I read a lot, usually one to two books a week in the evenings or when I’m on the plane. I graze various news sites throughout the day and of course, spend a bit of time on Facebook.

What kind of work do you do?

I’m the CEO of Ethique, a plastic-free and sustainable beauty company, ridding the world of plastic bottles!

What’s unique about your line of work?

I founded Ethique back in 2012 when I began figuring out how to make shampoo and conditioner in a solid bar form, negating the need for plastic bottles. Since then Ethique has grown, and I now split my time doing things that you would find any CEO doing, as well as developing new products so we can continue disrupting the world’s beauty industry.

What responsibility does that involve in a typical day? What takes up most of your time?

Being a small company, I wear many hats. I am responsible for product development and quality, marketing and brand oversight, and alongside my amazing chief operating officer, international market development. This amongst the many other things that come up with the day-to-day running of a business as well.

Who do you see and talk to?

Although my days are never the same, I typically will see my wonderful team, suppliers, shareholders, customers, distributors, marketing and PR partners, and stockists.

Where do your best ideas come from?

My best ideas usually come when I have had a couple of days that have been less hectic. I find I have the headspace to be more creative.   

What are the most important tools or programmes you use for your work?

For me the most important tools I need are Evernote, Microsoft Planner, social media for monitoring customer feedback, and my phone.

How do you juggle all your responsibilities?

I am better at juggling some days than others. There are days when I feel like I don’t achieve very much at all, but thankfully I have surrounded myself with much cleverer and more organised people who bring me along with them.

What kind of breaks do you take throughout the day?

When I’m not at my computer or experimenting in the lab, I will often hang out with the team in the shop or spend time in the staff room with other team members.

What’s the most enjoyable part of your day?

I enjoy getting creative in the lab, or if travelling, arriving in a new place. Team meetings or spending time with PR/marketing teams and stockists are great too.

What about the least enjoyable?

Anything to do with banks or lawyers.

Do you procrastinate? Is it good or bad?

Yes, and usually bad. I have a fabulous PA though, who ensures I get things done.

Do you measure your accomplishments or productivity? If so, how?

Now that there is a whole team behind Ethique, I’m kept on my toes. Ethique continues to grow, which for me, is great evidence that we are continuing to push for change and disruption in the beauty world. The ultimate for me is for beauty bars to be the norm instead of plastic bottles.

Is there anything you think is unique about your day?

I’m often working in a different country from one week to the next. No day is the same for me – I am extremely lucky to have a life that I love.

What’s your interaction with friends and family throughout the day? Can you be both a successful entrepreneur and a good mother/partner/friend?

Of course, you can. There are plenty of examples of out there. I think that you just have to accept some days are better and easier than others. I am not great at keeping in contact with friends constantly, but I know when we do catch up every few weeks or so, it’s just like no time has passed. I am very close to my parents – my Mum works with me and my Dad pops into the office a couple of times a week to see what’s going on.

Do you get stressed? If so, how do you manage it? Do you practice any mindfulness or meditation?

I don’t get stressed very often actually. I tried meditation once and found it frustrating. I prefer horse riding to destress, but I don’t tend to get too stressed regardless.

What do you do once you get home? Can you switch off?

I don’t really like to switch off. I am always available on my phone and by email and I am very happy to be so.

What time do you go to sleep?

Ideally around 10pm.

This story originally appeared on Idealog. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
News

Trust the process: Is there still a place for liquor licensing trusts?

Liquor licensing trusts are a unique corner of the retail market, but is the model still relevant in our fast-changing business environment? Sarah Dunn weighs ...

 
 
Sponsored content

Recruitment with a fresh frame of mind

Frame Retail is the recruitment agency with an eye for fashion retail.

 
 

Kathmandu becomes Australia and New Zealand’s largest B Corp business

  • News
  • September 11, 2019
  • The Register
Kathmandu becomes Australia and New Zealand’s largest B Corp business

Listed outdoor goods retailer Kathmandu has secured B Corp accreditation, making it the largest business of its kind to have done so in Australia and New Zealand.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Chinese ecommerce retailer Aomaijia shows it’s serious about Australasia

  • News
  • September 11, 2019
  • Sarah Dunn
 Chinese ecommerce retailer Aomaijia shows it’s serious about Australasia

One of China’s fastest-growing ecommerce businesses, Aomaijia, has launched its first Australasian offices in Sydney. This will enable it to source products from Australia and New Zealand to sell to its 30 million Chinese shoppers.

Read more
 
 

Retail giant Nido has launched stage one

  • News
  • September 10, 2019
  • The Register
Retail giant Nido has launched stage one

Currently under construction in Henderson is Nido: A $60 million homegrown furniture and homewares concept store that’s expected to span 27,000 square metres. While the main store is still approximately three months from opening, Nido has launched its commercial furniture interiors division, which is named Nido@work.

Read more
 

A journey to bricks and mortar: Two years on with Nisa

  • News
  • September 10, 2019
  • Hemma Vara
A journey to bricks and mortar: Two years on with Nisa

We talk to Elisha Watson, founder of social enterprise Nisa, about Nisa’s growth from online to an established store in Wellington. Nisa’s mission is to employ and empower women from refugee backgrounds.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}