We need to do more than just shut off the faucet while brushing our teeth. Consider that over two billion people are living in countries with water stress and that by 2030, 700 million people could be displaced by water shortages.
"We have to be aware of the times we're living in and the products we're using," says Linda Treska, the founder of Pinch of Colour, who grew up affected by water-infrastructure issues in Albania. (About 10 percent of the proceeds from her makeup line is donated to provide clean water to communities in need.)
Now consider that, on average, a bottle of shampoo contains up to 80 percent water. That's a whole lot of water being shipped around the globe and sitting on store shelves and in our showers. "What sense does this make when you use products in your bathroom — a room filled with water?" says Brianne West, the founder of Ethique.
Brands like hers (Basin is another favorite) have reimagined shampoo as water-free bars; adding a few splashes at home creates suds. Ethique's water-free Wonderbar conditioner — equivalent to five bottles of liquid conditioner — also looks and feels like a bar of soap but nourishes hair with coconut oil.