Though deodorant is rarely known for novelty, start-up Akt London has captivated both buyers and industry professionals with its elevated approach to the everyday roll-on. As shoppers seek out more sustainable beauty options, Akt is helping people inject some green into their routine.

Single-use plastic is a known problem in beauty, and while people are eager for sustainable alternatives, many don’t want to sacrifice their beloved routines. Toronto-based start-up Everist is catering to this group with its aluminum tubes, concentrated product, and super-clean formula.

As Britons increasingly look to limit their consumption of single-use plastic, they’re turning to plastic-free ways to stock their bathroom shelves, which means the once-maligned bar soap is making an unlikely comeback. With eco values on the brain, what does today’s solid soap shopper want?

Calls for eco-conscious products are being answered with Ethique’s zero-waste, sustainable hair and skin care products, with low or no water content. With its ‘water-free’ tagline, people’s ethics and personal care regimens can exist harmoniously, setting precedents for other beauty brands.