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OUR STORY
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.

Our Founder
Tom Robinson

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.

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    Earthwise was founded

    Earthwise 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 Growth

    The 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 Purchased

    Earthwise 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.
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    Enters Grocery Market

    Earthwise 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 Award

    Earthwise 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.
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    Earthwise Nourish Relaunch

    Earthwise Nourish natural personal care range was re-launched with a new contemporary look and product range.
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    Canstar Blue Award

    Earthwise 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.
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    Our Plastic Pledge

    Earthwise 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.

OUR VALUES
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

Managing Director
Jamie Peters

Jamie was immersed in the grocery industry from a young age. “As a child, I remember being fascinated walking around Dad’s food manufacturing facility and I’d help to merchandise the shelves in my school holidays.”

With a passion for sales, marketing and the fast-paced nature of the FMCG industry, Jamie quickly found himself working in the health and wellness industry developing ‘better for you’ products. Since the Peters family purchased Earthwise, Jamie’s vast knowledge of the business and his kiwi ‘get stuck in’ approach has been instrumental in the growth of the Earthwise brand.

A proud Kiwi, Jamie Peters grew up in Auckland where now he lives with his wife and young family.

Lead Chemist
Dr Gillian Worth

Dr Gillian Worth has a PhD in Chemistry and over 16 years’ experience as an Environmental Scientist, playing a critical role at Earthwise researching and developing products from scratch. “I carefully select cost effective plant-based ingredients. We consider their impact on the environment and their safety before they come under consideration at Earthwise.”

Gillian lives and breathes an eco-lifestyle, owning an electric car and using public transport whenever possible. She reuses waste wherever possible and is an avid recycler. Gillian collects and reuses takeaway coffee cups to grow native seedlings for the re-planting of empty urban areas and uses her grey water to keep her plants watered.

Lead Blender
Jeremy Robinson

Jeremy is the son of our founder, Tom Robinson. Today he is very much involved in the production of Earthwise products, as a lead ingredient blender.  Jeremy’s journey began over 40 years ago, helping his father blend products in their factory.  Jeremy has fond memories as a child helping with the family business, going on truck rides with his Brother Kayol and Father Tom to make fertiliser home deliveries, and hand-filling laundry liquid on the bottling line.  After being a commercial fisherman in his late teens, Jeremy returned to the business in his early 20’s to once again work alongside his Father, as a full-time blender.

When Jeremy’s not at work, he’s spending time with his lovely wife and three children.  Jeremy is a kiwi bloke a heart, loves fishing, travelling, trekking in the native bush, and last but not least, rugby.

NATURALLY EFFECTIVE

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

  • No Silicones
  • No Parabens
  • No Phthalates
  • No Mineral Oils
  • No Harsh Chemicals
  • No Animal Testing

EFFECTIVE

  • Cruelty Free
  • Fragrance free laundry powder and liquid options
  • Sensitive Choice certification
  • Plant powered surfactants & essential oils – carefully selected for their natural antiseptic, antifungal, disinfectant properties.
  • Proven performance – toilet, bathroom, multi surface sprays and disinfectant products proven to kill 99.9% of germs.
  • Click here to read our Plant Powered Ingredient blog

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.

PARABEN FREE

Those who suffer from allergies like dermatitis and rosacea have long been told to stay away from parabens. Used as a preservative blend all commercially-used parabens are created synthetically.

It’s pretty scary stuff when you consider how widespread their use is in cosmetics and pharmaceuticals. At Earthwise however, we carefully research all ingredients to select the best options and use preservatives at levels deemed safe to humans and the environment – it’s all part of caring for your world.

PHOSPHATE FREE

When you wash, phosphates are flushed into the local water system, where they encourage algae growth and diminish the purity of the water.

That’s exactly why we are doing our bit for the environment by refusing to use phosphates in any of our Earthwise products.

SODIUM LAURYL SULFATE (SLS) AND SODIUM LAURYL ETHER SULFATE (SLES) FREE

These sulphates are a very common surfactant ingredient throughout the beauty and cosmetic industry, but they can cause some issues.

Both can be manufactured from plant sources and are very good cleaning agents. At Earthwise we prefer to use SLES rather than SLS (or often supplied as SCS) as it is the less irritating of the two. In fact in the dermatological testing of products for skin irritation a 1% solution of SLS is the standard for setting the scale of 100% irritancy.

The manufacture of SLES, if not properly managed can result in contaminants of dioxin and ethylene oxide in the final product. For this reason we purchase only from reputable suppliers who regularly test for these contaminants and have a specification to ensure that they are present at negligible levels.

We also combine the SLES with much milder surfactants such as alkyl glucosides  to ensure low irritancy in our products.

PALM OIL

There is an understandable concern around palm oil and the destructive way land is being cleared as a by-product of its manufacture. To make anything requires raw materials and resources. At Earthwise, we understand the pressure that modern life and an ever-increasing population is putting on our world, and we seek to use plant-based materials (rather than petrochemical-based) that are from sustainable sources, and recyclable/recycled materials, for our products.

Palm oil is not the issue, rather the way the land is being cleared for its cultivation. (WWF 2011 report on Palm Oil) Earthwise is committed to sourcing ingredients derived from sustainable palm oil that aligns with our ethos. To this end we are members of the RSPO (Roundtable on Sustainable Palm Oil). In conjunction with this we are also working with our suppliers to ensure they provide sustainably sourced palm oil. This requires that they provide evidence, which is then audited by RSPO as part of our membership.

These are all ways that we can best ensure we buy accredited palm oil that does not come from land that was primary forests, fragile ecosystems or areas that contain concentrations of biodiversity (eg. endangered species) – thereby providing a safer option in caring for our world.

Read more about our ingredients philosophy on our recent blog Simplicity: the most important Earthwise ingredient.

PETROCHEMICALS

Petrochemicals are extracted from crude oil or gas, and then used in household cleaning products, skin care, and even food. We choose to avoid using these ingredients wherever possible due to their unsustainable sources and the environmental risk that comes from their extraction and processing.

All Earthwise products are free from phosphate, ammonia, nitrate and chlorinated bleach, but why? 
Phosphates, ammonia, nitrates and chlorinated bleach, can be both safety and environmental hazards.

All Earthwise body products are SLS, paraben and colourant free, with no use of phthalates in either the product or packaging. Let’s take a look at why… 
SLS can cause irritation to the eyes and skin, so we avoid these where possible in providing you with a gentler choice. Along with phthalates and colourants can also be environmental pollutants, so we steer well clear.

MSDS

The MSDS (material data safety sheet) for all our products are available by emailing us at admin@earthwise.co.nz.

INGREDIENTS
PLANT-POWERED

Aloe Vera

This clever plant has anti-bacterial, soothing and softening properties, which makes it a star ingredient across our Laundry and Dishwash Liquid ranges.  Absorbing fast and protecting the skin from drying, leaving hands soft without a greasy residue.  It’s softening properties also help to keep clothes snuggly and reduce creasing, making them easier to iron.

Found in: Earthwise’s Fabric Softener Papaya & Aloe Vera, Dish Liquid Rosehip & Aloe Vera, Dish Liquid Elderberry & Aloe Vera, Dish Liquid Lemon & Aloe Vera, Cream Scourer Lemon & Aloe Vera.

Shea Butter

Shea Butter, extracted from the nut of a Shea Tree, is super hydrating. Used for its moisturising properties across our Earthwise Nourish body and haircare range, Shea Butter is also anti-inflammatory and antioxidant rich, making it an all-rounder for all skin types.

Found in: Earthwise Nourish Body Wash Indulge Coconut, Shea Butter, & Manuka Honey, Nourish Hair Mask.

Goats Milk

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.

Found in: Earthwise Nourish Baby Body Lotion, Baby Body Wash, Baby Shampoo and Baby Soap.

Betaine

Betaine, a natural extract from sugar beet, quenches and softens skin.  Betaine also increases the moisture levels in hair, leaving hair healthier and stronger, naturally.

Found in: Earthwise Nourish Body Wash, Hand Wash, Haircare, and Baby Bubble Bath Jungle Fruits.

Manuka Honey

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.

Argan Oil

Argan Oil, extracted from the kernels of the Moroccan Argan Tree, is packed with Omega oils (essential fatty acids). This essential oil is ideal for everyday haircare and treatments, known to help improve the condition and manageability of hair.

Found in: Earthwise Nourish Revitalise Shampoo & Conditioner, Leave in Treatment and Hair Mask.

Coconut Oil

Coconut Oil is commonly used to soothe and heal dry or damaged skin and add shine and softness to hair.  Naturally high in Vitamin E, Coconut Oil can also calm skin irritations and redness.

Found in: Earthwise Nourish products – Conditioners (Balance for Normal Hair, Protect for Coloured Hair, Revitalise for Dry Hair, Volumising for Fine Hair), Shampoo (Volumising for Fine Hair, Shampoo Protect for Coloured Hair), Body Scrub, Hair Mask, Coconut Shea Butter & Manuka Honey Body Wash, Baby Body Lotion, Lily & White Ginger Hand Wash, Tahitian Lime & Sandalwood Hand Wash.

Rosehip Seed Oil

Rosehip Seed Oil is fast absorbing and deeply hydrating, it’s also packed with vitamins, including Vitamin E and A which help moisturise skin, making it an ideal ingredient for personal care products.

Found in: Earthwise Nourish Handwash Rosehip & Almond Oil, Body Wash Sweet Orange Cedarwood & Sage, Body Wash Rosehip & Almond Oil, Body Scrub.

Eucalyptus
Essential Oil

The beneficial properties of eucalyptus essential oils stem from the compound Ecualyptol, known for its anti-bacterial, anti-fungal, anti-microbial properties. A plant powered essential in eco-friendly household cleaning products – effective, naturally.

Found in: Oxygenated Whitener Lavender & Eucalyptus, Fabric Stain Remover Spray Lavender & Eucalyptus, Fabric Stain Remover Gel Lavender & Eucalyptus, Shower & Bathroom Cleaner Eucalyptus & Lemon, Multi Surface Cleaning Spray Citrus and Mint, Laundry Liquid Orange &  Eucalyptus, Window & Glass Cleaner Lemon, Toilet Cleaner Orange & Eucalyptus.

Lavender
Essential Oil

We harness this pretty, purple plant’s powerful benefits in our cleaning products. It is antimicrobial, which helps to control the bugs left in your washing machine and leaves clothes smelling fresh.  

Found in: Earthwise’s Laundry Liquid Lavender, Lavender Laundry Powder, Fabric Stain Remover Spray Lavender & Eucalyptus, Fabric Stain Remover Gel Lavender & Eucalyptus, Oxygenated Whitener Lavender & Eucalyptus, Air Freshener.

OUR ACCREDITATIONS

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:

  1. Hand dishwashing detergents
  2. Laundry detergents (liquid & powder)
  3. Dishwasher detergents
  4. Toiletry products
  5. 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 admin@earthwise.co.nz.

Sensitive Choice

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.

Dermatalogically Tested

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.

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