NZ’s own Eco-Friendly Pioneers
The Earthwise story began more than 50 years ago, long before many had considered the environmental impact of chemical-based consumer products. Earthwise founder and eco-friendly pioneer, Tom Robinson created his first plant-based product in his garden shed in Orini, a small town in Waikato in 1967.
Perfected over decades; Earthwise is now one of New Zealand’s most trusted natural brands, helping clean up life’s little (and not so little) messes. Tom’s values still hold true, offering families gentle, natural alternatives that don’t cost the earth. Our products are still hand blended too, just on a much larger scale.
Back in the 1960’s, Tom set out to create products that were better for people and kinder to our world. Tom had an appreciation for the simple, more natural things in life. From growing up with a grandmother skilled in the finer arts of essential oils and natural remedies, he set up a business creating plant-based fertilisers. Despite it being a time when Kiwis were actively embracing chemical-laden imported products with little awareness of their potential harm, people slowly began to see the benefits of organic, natural alternatives and demand grew; soon Tom had added household and farm cleaners, personal care products and animal health products to his range.
It was a family affair as Tom and his sons meticulously formulated and tested their products, putting an artisan’s care into each and every one of their creations. One of Tom’s sons is still a shareholder and very much involved in the blending and packaging of Earthwise products today.
Earthwise was foundedEarthwise was founded by Tom Robinson – a kiwi eco-friendly pioneer – in his Waikato garden shed in Orini, Waikato. Tom set out to create products that were better for people and kinder to our world.
Steady GrowthThe business steadily grew largely through word of mouth as consumers demand for natural products increased. Essential oils were often custom made, environmentally friendly cleaning products were adopted by businesses and schools. At this point in time, health shops were a key retailer.
Earthwise Group PurchasedEarthwise Group was purchased by the Peters family and is still proudly New Zealand owned and operated. Tom’s son Jeremy still works as one of our lead ingredient blenders at Earthwise, continuing Tom’s legacy.
Enters Grocery MarketEarthwise moves from cottage industry retail shops into mainstream grocery retailers with our plant-based laundry liquids, shortly followed by multi-surface cleaners and dishwash liquids. Earthwise quickly became one of New Zealand’s most trusted brands. Over the next 12 months, 40 cleaning and haircare products were launched to market.
Deloitte Fast 50 AwardEarthwise becomes the first New Zealand manufacturer to be awarded the Deloitte Fast 50 Award, recognising Earthwise as one of New Zealand’s fastest growing companies. “Our focus and commitment to Tom’s original vision paid off with a huge reward”, Jamie Peters, Managing Director.
Earthwise Nourish RelaunchEarthwise Nourish natural personal care range was re-launched with a new contemporary look and product range.
Canstar Blue AwardEarthwise wins the Canstar Blue Award for Laundry Liquid (customer satisfaction research by independent body Colmar Brunton) confirms Earthwise as one of New Zealand’s most loved and trusted brands.
Our Plastic PledgeEarthwise pledges to support the New Zealand Plastic Packaging Declaration and the New Plastics Economy Global Commitment. Beyond this, Earthwise committed to having 100 percent of our packaging recyclable, reusable or compostable by 2025 or earlier. Earthwise household cleaning bottles made from 75% recycled materials, sourced from milk, juice and water start appearing on supermarket shelves.
- Today, Earthwise has three brands, operates in over eight grocery categories and is sold globally in over 5,000 stores across Australia, Asia, USA, Europe and New Zealand. Earthwise expands production capacity with new technology and a state of the art factory. Earthwise is proud to be the number one natural environmentally friendly cleaning brand in New Zealand.
Where to from here?"The goal is for Earthwise is to become a true environmental household name, both in New Zealand and globally, while remaining true to its core values of providing naturally effective, safe products that don’t cost the earth” Jamie Peters, Managing Director.
CARING FOR YOUR WORLD
All our Earthwise products are proudly New Zealand made
We work with high quality, naturally derived, plant-based ingredients
We make products that are safe for your family and the planet
We are leaders in environmental sustainability
Our products are naturally effective and don’t cost the earth
We are driven by discovery and innovation
MEET OUR TEAM
We are committed to creating products that are effective but gentle for you, your family and the environment. We take great care to choose plant-based components that are tough on dirt and germs but safe for use in grey water and septic tank systems. And of course, all our products are biodegradable, breaking down over time to carbon dioxide and water. Effective. Naturally.
NO NO NO
WHY PLANT-BASED INGREDIENTS
Plant-based ingredients are pure, natural in origin and environmentally sustainable. Our ingredients are carefully selected to be gentle for you and your family, as well as the environment. At Earthwise, we want to make a lasting impression in your home, not on the environment.
SODIUM LAURYL SULFATE (SLS) AND SODIUM LAURYL ETHER SULFATE (SLES) FREE
The MSDS (material data safety sheet) for all our products are available by emailing us at firstname.lastname@example.org.
A natural superstar for delicate newborn skin, Goats Milk acts as a natural moisturiser soothing dry itchy skin, without stripping the skin of essential oils. Goats Milk is also packed full of beneficial nutrients that absorb easily into baby’s skin and is gentler and less allergenic than commercial soaps. Earthwise baby care range is enriched with the goodness Goats Milk.
Native to New Zealand, Manuka Honey is one of the world’s greatest superfoods. A unique healer, with antibacterial and antioxidant benefits, Manuka Honey also draws vital moisture into the skin with hydrating, moisturising and nourishing benefits. Manuka honey also helps to balance your skin’s pH levels.
Found in: Earthwise Nourish Hand Washes Lily & White Ginger, Tahitian Lime & Sandalwood, Earthwise Nourish Body Wash Coconut Shea Butter & Manuka Honey.
Environmental Choice New Zealand (ECNZ)
New Zealand’s Highest Independent Accreditation Eco Label
Initiated and endorsed by the New Zealand Government, Environmental Choice recognises genuine moves made by manufacturers to reduce the environmental impact of their products and provides a credible and independent guide for consumers who want to purchase products that are better for the environment.
- A member of the Global Ecolabelling Network
- Recognises manufacturers reducing environmental impact of products
- Rigorous multi-criteria assessment
- Independently assessed against stringent, world class criteria across a product life cycle
- On-going compliance audits
- Criteria written locally to address local environmental issues
- Criteria updated regularly to encourage continuous improvement
Earthwise Certified Products
We are proud to partner with Environmental Choice to ensure our products meet their stringent independent criteria. These certifications are your guarantee that our products are made with respect and care for our environment.
Earthwise has the largest range of household cleaning and toilet products that are environmentally certified:
- Hand dishwashing detergents
- Laundry detergents (liquid & powder)
- Dishwasher detergents
- Toiletry products
- Shampoo/conditioner and body wash
For further reading, please click here to visit the Environmental Choice website.
The MSDS (material data safety sheet) for all our products are available by emailing us email@example.com.
We’re committed to helping people reduce their asthma and allergy triggers. Asthma affects one in four Kiwi kids, and as many as one in six adults.
The Sensitive Choice blue butterfly logo helps shoppers to identify products that might be a better option for them, with active steps taken to avoid common, known allergens or triggers.
The products that carry this logo are certified by an independent panel of experts. The Asthma Foundation has a formal review process that requires an independent assessment of each product before the blue butterfly can be displayed on a product. The Panel includes a respiratory specialist, an allergist, and a GP, as well as a pharmacist, chemist, engineer, and an asthma sufferer. This means that you can rely on the symbol to help you choose products that may help in avoiding common, known allergens.
Many Earthwise liquid and powder laundry products carry the reassuring blue butterfly, signalling to shoppers that our products are genuinely asthma and allergy-friendly.
Click here to visit the Asthma Foundation website to read more about the Sensitive Choice programme.
We test our laundry liquids and Nourish personal care products using an independent overseas laboratory to ensure our products meet our standards, for low irritancy for sensitive skin, giving you peace for you and your family.