Palm oil-free. Vegan. Refillable. Not tested on animals. Just a few of the buzzwords that make our eyes light up when searching for new brands, especially when it comes to beauty. But with your average shampoo containing over 80% water – and 1 in 10 people globally lacking access to safe water, not to mention 50% of the world’s population set to face water shortages by 2025 – it’s time we paid attention to the H2O content of our products, too.

Which is why We Are Concentrate has entered the chat. Launching today, the brand’s concentrated shampoo and conditioner pastes (both £14) replace water with active ingredients for the same results as traditional haircare products – with a blend of aloe vera, coconut, papaya and shea butter that cleanses and nourishes all hair types. Similarly, new brand The Powder Shampoo’s four vegan powder-to-foam shampoos (£24) cut down on water content in both production and usage, with a single bottle lasting up to 100 washes. Sustainable labels like Forgo (from £23) and Ethosa (from £7.90) are also reducing the need to transport water, adopting the same principles with their powder-to-gel body and hand washes, which feature reusable and refillable containers, while Australian brand Conserving Beauty has gone a step further, cutting the use of water completely from its range of face wipes, balms and masks (from £11). Good for you and good for the planet? We’re sold.