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About Me

Environmentalist & Social Entrepreneur

I am an entrepreneur and environmentalist from Aotearoa, New Zealand.
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‍I have just started my latest start-up, Incrediballs, now here to revolutionise the drinks industry.
You may know me from my first startup (that became a global beauty brand before I stepped down in 2023, Ethique).
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I was named a ‘ Top 100 Global Thinker’ by Foreign Policy magazine in 2016, the 2019 NZ EY 'Young Entrepreneur of the Year' and One Young World's Entrepreneur of the Year in 2020.

I am passionate about protecting and restoring our environment and I believe that business should benefit everyone involved, from suppliers, to the team - not just shareholders.

Who am I?

Originally from the Isle of Man (points if you know where that is), my family immigrated to New Zealand in 1994.
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While I’m best known for establishing the world’s first full range beauty and lifestyle brand (Ethique) and now the same with the drinks industry (Incrediballs), I'm also an animal-obsessed, science-loving, scuba diver with a love for exploring slightly unusual places.

I am also a WWF board member (something I am immensely honoured to be a part of), currently back studying for my Masters of Science at University (I want a PhD!) and volunteer a lot of my time helping other impact-driven entrepreneurs to make the world a better place.

That's Incrediball

I stepped down as CEO of Ethique in April 2023 and have since founded a new start-up, called Incrediballs. Founded under the same ideals as Ethique, but this time about ridding the drinks world of plastic bottles.
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Bottled drinks are outdated. Balls are the future.
Incrediballs are the world’s first waste-free drink. Yeah. Honestly. We can’t believe it took this long either.
They’re tiny, powerful balls that dissolve into full-flavoured, refreshing drinks.
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No, they're not just flavoured water enhancers.
They’re real drinks (and yes, that matters), made with smart, stable, green chemistry that delivers bold taste—minus the sugar and plastic.

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The Ethique Journey

I was 24 and studying towards a science degree in late 2012 when I reached the logical conclusion that with so much water found in our bathrooms there’s no need to add it to the likes of shampoo, conditioners, moisturisers, household cleaners and cosmetics, which are usually 60-95% water. By making these products solid and simply sending the active ingredients to our customers, there’s no need for plastic containers.
My first solid products were formulated in my kitchen, along with the idea of helping eliminate plastic from the global beauty industry. The overarching goal is to put a bar in every shower and to change consumers' behaviour, whilst proving to businesses that they can be environmentally proactive while also being financially sustainable.
Ten years later when I left Ethique in 2023, we had prevented more than 28 million plastic bottles from being made and disposed of in landfills and prevented over 600,000kg of carbon emissions. Ethique was one of New Zealand’s founding B Corps, is 'living wage' accredited, works with cooperatives around the world to source our ingredients and donates 2% of sales to charity.

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