From refillable lipsticks to glass bottles, there’s no shortage of innovation when it comes to sustainable beauty packaging. But hair care, which often sits in the shower, has the added complexity of surviving the wet. Innersense aims to eliminate virgin plastic while keeping products safe and functional.

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.

As more plastic, paper and cardboard ends up in our rivers, oceans and landfill, people are looking at ways that they can cut back on packaging. How can shoppers achieve this and what is the grocery industry doing about it?