Episode 15: Brianne West is back to change the world again

Pictured above: Lilah McDonald and Brianne West.

In this powerhouse episode, Lilah McDonald sits down with Brianne West, celebrated Founder of Ethique and now the brains behind Incrediballs, a first-of-its-kind waste-free beverage company launching in 2025. 

Brianne shares the unvarnished truth about start-up life, the challenges of scaling a purpose-led brand, and why building businesses that solve problems – not just make money – is the key to creating real change.

From handcrafting shampoo bars in her kitchen to turning Ethique into a $100M global success that saved over 41 million plastic bottles from landfill, Brianne reflects on the risks, breakthroughs, and learnings that have shaped her journey. She also opens up about Incrediballs, her next big mission to tackle the plastic crisis in the drinks industry with home-compostable, dissolvable drink tablets.

Whether you’re an aspiring entrepreneur, impact-driven leader, or just curious about what it takes to change the world (twice), this episode is packed with wisdom, honesty, and inspiration.

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Episode highlights

• How Brianne’s early science passion and entrepreneurial spirit shaped her path.
• The story behind Ethique’s rise and its legacy after Brianne’s exit.
• Why Incrediballs could disrupt the global beverage industry – and how it works.
• Brianne’s radically honest take on start-up burnout, hustle culture, and boundaries.
• The viral moments and media spikes that fuelled Ethique’s growth.
• Her step-by-step approach to sustainable supply chains.
• The importance of values-led leadership, crowdfunding, and community building.
• Why more competitors in sustainable spaces are a good thing.

“Businesses cause most of the world’s problems, so it makes sense for business to fix them.” – Brianne West

Get in touch

Website – nzbusiness.co.nz/podcasts
Instagram – @sustainablyeverafterpodcast

If you enjoyed today’s episode, don’t forget to rate the podcast on Spotify or leave us a review on Apple Podcasts. That way more people can find us and learn about Sustainability!

Find out more about Incrediballs

Website – incrediballs.com
Instagram – @incrediballsdrinks

A special thanks to sponsors of this podcast, Milford Foundation that is supporting education, youth and the environment to build a better tomorrow for all New Zealanders.