Earthwise cleaning and personal care products

Brand History and Ethos

Earthwise is a pioneering environmental brand that originated in a backyard shed in Orini, New Zealand, in 1967. Founded by Tom Robinson, the brand was created with a mission to develop plant-based cleaning alternatives that were gentle on both the skin and the environment. Over several decades, the brand transitioned from a local boutique operation into one of New Zealand’s most prominent eco-friendly household names, known for its extensive range of laundry, dishwashing, and personal care items.

Manufacturing and Product Focus

All Earthwise products are predominantly manufactured in New Zealand. The brand maintains a strong commitment to sustainable sourcing, utilizing biodegradable plant-based ingredients and minimizing synthetic chemicals like nitrates, chlorine, and phosphates. Their manufacturing processes prioritize reducing environmental impact, which aligns with their certifications for cruelty-free production and eco-labeling.

Ownership and Global Presence

In 2021, the Robinson family sold a majority stake in Earthwise to the Australian private equity firm Pioneer Capital. Today, the brand is managed under the Earthwise Group Ltd, which continues to drive innovation in sustainable packaging and international distribution. The brand's parent company, Earthwise Group, remains headquartered in New Zealand, though it operates under the broader strategic investment umbrella of its Australian-based owners, focusing on expanding its green footprint across the Oceanic and Asian markets.