etee (shopetee.com) is a Canadian plastic-free household and personal care brand founded in 2017 in Toronto by Steve Reble and PJ Lennon — two friends who had been watching plastic accumulate along the shorelines of Lake Ontario and reached a point where watching was not enough. The name etee captures the brand's spirit: accessible, unpretentious, and genuinely committed to making change feel possible for ordinary people rather than only the deeply committed few. More than 22 million pounds of plastic are dumped into the Great Lakes every year. After 16 months of product development — launched on a line of credit and many sleepless nights, with Steve's wife days away from giving birth to their second child when the business formally launched — etee began with a single product category and a single unwavering commitment: to replace plastic with something better, and to make that something actually work.

The Founding Story: Lake Ontario, 16 Months of Development and a Leap of Faith

Steve Reble's account of how etee was born is characteristically direct. He and PJ had been hiking along the plastic-littered shoreline of Lake Ontario for years, watching the scale of the problem grow, feeling the frustration of caring deeply about something most of the world was still treating as someone else's problem. Eventually the frustration became a decision. They spent 16 months developing products — not rushing to market with a beeswax wrap and a label, but genuinely working on formulations, materials and supply chains that could deliver on the core promise that sustainable living should not require a compromise on performance. When they launched, Steve told his wife the plan on the same day she was days away from giving birth to their second son. As he put it: sometimes you have to double down. The same logic applied to the plastic crisis itself.

Within two years of launching, etee customers had collectively eliminated over 100 million pieces of single-use plastic from their lives — a figure that captures both the brand's growth and the compounding impact of a customer base that commits to replacing plastic not once but in every repeated purchase of every everyday essential.

The Philosophy: Plastic-Free Without Sacrifice

etee operates on a philosophy that directly challenges the assumption most people carry about sustainable products — that going green means accepting worse performance, more inconvenience, or higher cost. The brand is explicit: being sustainable should not mean sacrificing performance. Every product etee makes is designed to deliver real, measurable results that compete with or exceed conventional alternatives. This is not marketing language. The brand has built a community of customers who return specifically because the products work — the laundry detergent cleans gym clothes and diapers effectively, the prebiotic deodorant lasts all day without staining clothes, the facial cleanser does not dry out skin the way most cleansers do, the beeswax wraps keep vegetables fresh for days longer than plastic wrap.

The other dimension of etee's philosophy is radical honesty about ingredients and packaging. The brand strives to source materials that are 100% biodegradable and naturally derived — inside the products and on the outside. Even the packing tape used to ship orders is commercially compostable. Where etee uses a non-toxic, biodegradable but synthetic ingredient because performance genuinely requires it, they say so clearly, rather than pursuing a natural-only purity that would deliver worse results. This transparency is part of why customers describe trusting the brand: Steve Reble in particular has built a following through direct, sincere communication in video format that reviewers consistently describe as what converted them from sceptics to loyal buyers.

A second major insight underpinning etee's product design is the water problem in household products. Most conventional household products — from facial cleanser to dish soap, laundry detergent and toothpaste — are 60 to 90% water. Every year, approximately 7 trillion litres of water are stored, packaged and shipped around the world unnecessarily inside these products. etee removes the water and concentrates the active ingredients, delivering the same or greater cleaning and care performance in dramatically smaller, lighter, plastic-free packages. This reduces shipping emissions, reduces packaging waste, and reduces the space the products occupy in a home — a practical win on every dimension simultaneously.

The Product Range: A Complete Plastic-Free Home

etee has grown from beeswax food wraps into a comprehensive range of plastic-free everyday essentials covering the kitchen, laundry, bathroom, personal care and body care — enough to allow a household to replace plastic across virtually every daily routine without needing to shop from multiple sources.

In the kitchen, the beeswax food wraps — etee's founding product, handmade in Toronto from 100% American cotton infused with beeswax, tree resin, coconut oil and jojoba oil — remain one of the brand's most beloved items. They are reusable, fully compostable at end of life, and customers consistently report vegetables staying fresh significantly longer than in plastic wrap. Beeswax food bags extend the same concept to a bag format for snacks, sandwiches and produce. The plastic-free dish soap comes in concentrated pods — each pod makes 400ml of plant-based liquid dish soap and is packaged in etee's own backyard-compostable Beepod format — available in unscented, Citrus Sunshine and Lavender Lime. The glass mason jar dispenser with a pump top provides a permanent, beautiful reuse container on the countertop. The Loofie Scrubber — a combination of loofah plant fiber and cellulose-cotton cloth, sewn with cotton thread — replaces plastic-backed sponges with a fully biodegradable alternative.

In the laundry, the Super Concentrated Laundry Detergent covers 180 loads from a single container — free from PVA/PVOH dissolvable plastic, sulphates, parabens and harsh chemicals. It dissolves in cold water, leaves no residue, and is septic safe. The Laundry Starter Bundle combines the detergent with a non-toxic stain bar and an ultra washing machine cleaner. A dishwasher detergent, toilet bowl cleaner and all-purpose household cleaners round out the home cleaning range.

In personal care, etee's Prebiotic Deodorant Paste is consistently one of the brand's most enthusiastically reviewed products — a deodorant that reviewers describe as the only natural deodorant they have tried that actually works through hot days, without staining clothes, without baking soda irritation, lasting 24 hours or longer. The Chewpaste toothpaste tablets replace plastic toothpaste tubes with a chewable tablet format containing no plastic of any kind. Shampoo and conditioner bars, body soap bars, hand lotion, and lip balm in compostable packaging extend the bathroom range further. The Everyday Essentials Bundle combines laundry detergent, dish soap, dishwasher detergent, toilet cleaner, toothpaste, floss, toothbrush, shampoo, cellulose cloths, Loofie and moisturiser into a single comprehensive starter package for households switching to plastic-free living across the board.

In skin care, the Super Concentrated Facial Cleanser — formulated with ceramides 1, 2 and 3, Goji berry, Ginseng and Dandelion extracts — removes the 60 to 90% water typical of conventional cleansers and concentrates the active ingredients into a small, zero-plastic format that reviewers describe as the most effective facial cleanser they have used. The Ultra Facial Moisturiser, Vitamin C Serum and SPF30 Sunscreen complete a full facial care routine with no conventional plastic packaging anywhere in the chain. A subscription program allows customers to set recurring delivery of seed products every one to six months, with the ability to cancel at any time.

All etee products are cruelty-free — never tested on animals, with the same standard required of all suppliers. All products ship in plastic-free biodegradable packaging, including compostable packing tape. Free shipping applies on orders over $85 in North America (and €85 internationally). Every product is backed by a 90-day full money-back guarantee — a meaningful commitment from a brand asking customers to try genuinely new approaches to household and personal care. etee ships worldwide.

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