Beauty and identity are intrinsically linked, meaning that people make numerous considerations to ensure the grooming and cosmetics goods they buy are right for them. Canvas8 polled 2,500 Britons and spoke to eight people to identify the factors that determine their path to purchase.

Entering the beauty space is Plus which sells body wash in dissolvable sachets that disappear with water. With the environmental effects of water waste garnering more attention among consumers, the brand has created a unique solution to a global problem.

SUSTBeauty is an online retailer offering a curated selection of non-toxic, sustainably sourced, and responsibly packaged beauty products. As an increasing number of brands boast sustainable credentials, it aims to help people separate the genuinely ethical from the merely green-washed.

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?