Ethos Santa Cruz

Ethos Santa Cruz Ethos is your resource for living a life with less waste. Come visit us in Capitola Village or Dowtown Los Gayos! Open daily 11-6

We are all absolutions that are better for people and planet!

Calling all recent grads: Your next chapter doesn’t have to come with a mountain of plastic waste. 🎓🏡✨Moving from a dorm...
06/18/2026

Calling all recent grads: Your next chapter doesn’t have to come with a mountain of plastic waste. 🎓🏡✨

Moving from a dorm into your very first apartment is incredibly exciting, but setting up a whole new space can feel a little overwhelming (and surprisingly expensive). If you’re staring at empty kitchen counters and bare bathroom shelves, we get it convenience culture tells us to just buy a dozen plastic bottles and call it a day.

But you don’t have to set up your new home that way!

Swipe through for our ultimate post-grad guide to a low-waste apartment transition. We’re breaking down simple, budget-friendly ways to build an intentional routine from day one: Like why you shouldn’t pay for water in plastic cleaning bottles (Tip #1), how switching to solid bars saves massive counter space (Tip #2), and why your old pasta sauce jars are actually your new best friend (Tip #4).

If you’ve never shopped bulk before, don’t worry. It’s as easy as three quick steps:

1️⃣ Weigh it: Check your empty container’s tare weight.

2️⃣ Fill it: Load up on exactly as much dish soap, laundry detergent, or pantry basics as you need.

3️⃣ Checkout!

At the end of the day, remember: it’s all about progress, not perfection. Try your best whenever you can, swap what makes sense for your budget right now, and give yourself grace along the way. We are all in this together! 🫶

Which swap are you taking with you to your next place? Drop it in the comments! 👇

📍 Bring your empty jars and visit us: Capitola • Los Gatos • Los Altos

We love highlighting makers who do things differently and make our daily routines a whole lot better. Like Meow Meow Twe...
06/17/2026

We love highlighting makers who do things differently and make our daily routines a whole lot better. Like Meow Meow Tweet. They are absolute pioneers in low-waste personal care, creating the first 100% backyard-compostable deodorant tube. No plastic, no weird ingredients, and the scents are completely gender-neutral. Everything is handcrafted in small batches right here in California.

Then there is Small Victories. If you’re tired of card aisles that don’t feel real, this queer-owned studio is a breath of fresh air. They make the funniest, sweetest greeting cards for Pride milestones, weddings, and everyday love. Plus, they print on 100% recycled paper with veggie inks, and some are even plantable cards that grow into wildflowers.

Simple, effective, and kind to the planet. No purity tests. Just good stuff made by good people. Next time you’re out running errands in Capitola, Los Gatos, or Los Altos, pop in and take a peek at the shelves.

🌿 Meow Meow Tweet Deodorant Sticks

▫️ Small Victories Plantable Greeting Cards

06/16/2026

“I think I’m going to try to leave early today!”

Famous last words around here. Every single time I say this out loud, the universe laughs. Cut to an hour and a half later, and I’m still pacing the shop, tinkering with displays, or checking in on a shipment.

It turns out running a small business means you never really leave early. You just find one more little thing that needs love and add 7 more to your list that you’ll eventually get to.

But honestly? I wouldn’t trade the extra hours for anything. Big love to everyone who popped into Capitola, Los Gatos, or Los Altos today and kept me happily stuck at work. 💙

06/10/2026

I think a lot of people want to know what I do at home. They picture this beautiful, pristine, perfectly aesthetic space with no waste.

The reality is....No... not at all. I’m all about doing what I can, doing the best I can. That’s it. 

One thing we do a little differently is we don’t even keep paper towels in the house anymore. None of us miss them, but when people come over, they definitely think we’re crazy. Especially when they see how we handle the messy stuff. If you wipe up bacon grease or pasta sauce with a nice cloth towel, it done for, so we keep a stash of paper napkins collected from takeout to use for this purpose.

We have awesome paper towel alternatives from Marley’s Monsters, Sustainable for Good and Swedish dish cloths from Potluck Press and Three Bluebirds. You can grab a few to try next time you’re swinging by Capitola, Los Gatos, or Los Altos. 🌿

We love celebrating Pride around here. But when June rolls around, it is incredibly easy for large corporations to swap ...
06/09/2026

We love celebrating Pride around here. But when June rolls around, it is incredibly easy for large corporations to swap out a logo or wrap a product in bright packaging just to check a box. If those profits do not actually find their way back to real LGBTQ+ organizations, or if internal workplace policies tell a different story behind the scenes… it is just marketing.

We want our support to be systemic, not just seasonal.

That is why we focus so much on working directly with independent, queer-owned creators and verified makers who put their resources right back into the community. When you shop local, small businesses like ours get to be very intentional about exactly where every dollar goes. Look for the brands that fund the community 365 days a year, not just in June.

If you are out running errands near the Capitola, Los Gatos, or Los Altos shops this week, stop in and say hi. This month we’re donating 1% of sales to ! 🌱 🌿

Wishing everyone a safe, meaningful, and sun-protected Memorial Day weekend! 🌊🇺🇸 As we honor and remember today, many of...
05/27/2026

Wishing everyone a safe, meaningful, and sun-protected Memorial Day weekend! 🌊🇺🇸 As we honor and remember today, many of us are spending time outdoors with family and community.

If you’re heading out into the sunshine, don't forget your physical shield! Mineral sunscreen is amazing for your skin and our oceans, but your application technique is everything if you want to avoid that classic white cast. ☀️✨

Here is how to get a perfect, invisible finish using our 3-step method:

1️⃣ WARM IN HANDS: Squeeze a nickel-sized amount into your palms. Rub your hands together slightly to warm up the product this activates the natural emollients so it glides on smoothly rather than clumping.

2️⃣ RUB INTO SKIN COMPLETELY: Gently blend the sunscreen across your face and neck. Take your time to rub it in completely so the physical Zinc Oxide blockers create an even, invisible shield without any streaking.

3️⃣ GIVE IT 5 MINUTES TO SET: Don't rush out the door just yet! Give it 5 minutes to fully absorb. As the natural, plant-based ingredients settle, the initial white haze will completely disappear, leaving you with a clean, protected glow.

We hope you all have a beautiful holiday Monday! 💙

☀️The sunny months are here!!! Just because a sunscreen bottle has a cute turtle on it or says “reef-friendly” on the fr...
05/19/2026

☀️The sunny months are here!!!

Just because a sunscreen bottle has a cute turtle on it or says “reef-friendly” on the front, it doesn’t mean it’s actually safe for marine life. Because the term isn’t legally regulated, greenwashing runs rampant in summer skincare.

We do the ingredient research so you don’t have to. We carry numerous truly reef friendly products that prioritize mineral-based, non-nano zinc oxide formulas that shield your skin beautifully without leaving a footprint on our oceans. 🌊☀️

Check out our sunscreen options next time you’re in Ethos to keep your summer routine clean, low-waste, and ocean-safe! Have questions about mineral vs. chemical blocks? Drop them below! 👇

Address

101 Capitola Avenue
Capitola, CA
95010

Opening Hours

Monday 11am - 5pm
Tuesday 11am - 5pm
Wednesday 11am - 5pm
Thursday 11am - 5pm
Friday 11am - 5pm
Saturday 11am - 5pm
Sunday 11am - 5pm

Telephone

+18318542490

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