Matt Chittock learns how brands are making a splash by helping reshape the way we consume and conserve water and how new initiatives are sustaining the communities who need it

Do customers still have an appetite for sustainability? An analysis of Google searches suggests that they do. According to a study from, ‘What is sustainability?’ is the most Googled question about the subject, with 58,000 average monthly searches (‘Why is sustainability important?’ came in second).

It is ironic that an eco-drinking straw brand commissioned the research, since the new wave of sustainable initiatives are centred around the world’s most precious liquid: water. This year a raft of health store-friendly companies are competing to empower consumers to conserve, reduce and protect the water around us and sustain the ecosystems and communities that rely on it.

Creating change starts close to home – or even in it. Sustainable pot brand elho has released an edit of new ‘ocean pots’, each one created from ocean plastic, including fishing nets and ropes that litter our seas and beaches. It’s an approach taken by Scottish start-up POTR too, with limited-edition pots crafted from debris reclaimed from coastlines across the UK and Europe. Elsewhere, brands like Jungle Culture are making responsibly sourced essentials like reusable water bottles, designed for style as well as ethics.

Meanwhile, in Uganda, innovative and accessible tech is helping people to get clean, affordable water for their homes by ‘harvesting’ it from rooftops. Right now, 7.4 million people in rural Ugandan areas are waiting for access to clean water. The country’s Mvua Water Harvesting Initiative is providing advice and funding to help Ugandans transform their rooftops to get what they need.

In the UK, water is increasingly being hailed as the basis for sustainable cleaning supplies. 2San’s new Clean Zero system is focused on water microfiltration, promising cleaning and sterilization to a ‘hospital grade’ standard. 

Using water carefully is vital, but so is conserving the world’s irreplaceable seas and waterways. Following a fierce ten years of negotiations, nations reached a historic agreement in March to help do just that. The High Seas Treaty aims to help place 30% of the seas into protected areas by 2030 to safeguard and recuperate marine nature.

It’s a cause close to sus-tainable toilet paper company Oceans’ heart. “We should all continue to do our bit to help protect the ocean,” says Jordan Kelly, brand marketing manager at Oceans. “This could be through joining or hosting local beach cleans, supporting charities who make it their mission to protect our oceans and the beautiful marine life that inhabit it, or even reducing how much you use plastics on a day-to-day basis.” 

Sadly, sometimes the health store sector can be part of the problem. The growing number of customers putting fish oils on their shopping lists could be placing severe strain on species that are already over-fished. The same can be true of marine collagen too.

Omega-3 brand Wiley’s Finest has found a sustainable solution through certification with the Marine Stewardship Council (MSC), a body dedicated to protecting the oceans. “Wiley’s Finest has been a long-standing champion of the MSC, committing to bring their customers fish oil from certified sustainable fisheries in Alaska that are helping to safeguard our oceans and seafood supplies for future generations,” says Seth McCurry, senior commercial manager at the MSC.

Ultimately, being smart about water begins by rethinking product formats from the ground-up. For example, Yorkshire start-up Overherd is aiming to make plant milk ultra-sustainable by supplying it in a powder form to slash both water and packaging. The brand maintains that store-bought plant milks feature over 90% water, which just isn’t necessary when customers can add it direct from the tap at home. 

Sandy Eyre, founder of Overherd, explains: “Plant milk is a bit like blackcurrant squash – it wouldn’t make sense to buy squash pre-mixed. It would be super bulky and packaging intensive. We think the same applies to plant milk, which is why we focus on the oat concentrate, the part that provides the flavour and nutrition.” 

This ground-up approach has also influenced products in the natural beauty sector – hence the popularity of shampoo bars in the last few years from brands like Ethique. Now new name We are Concentrate is taking that innovation to the next level with a water-free shampoo and conditioner that shoppers can activate at home by turning into a paste. It’s part of a commitment to stop the equivalent of 50,000 plastic bottles from entering the ocean through reduced packaging. Waterless beauty is a growing trend, with waterless cosmetic sales predicted to grow 13.3% by 2031, according to Future Market Insights.  

Despite the cost of living crisis, sustainability isn’t going anywhere as a customer concern – as borne out by increasing coverage on mainstream telly. Aiming to amplify sustainably minded voices, EarthxTV is a new dedicated Freeview channel focused on environmental and sustainable programming. Expect plenty of eye-opening documentaries as well as a celebration of wildlife – including our planet’s water-dwellers.


Celebrating 30 Years of Clearspring Organic

Tel: 0300 373 1919
E-mail:  [email protected]

Clearspring was founded in 1993 with a commitment to pioneering authentic Japanese specialities and organic fine food. We remain an independent family business with a mission to: PROTECT the eco system and the world we live in, PROMOTE traditional and sustainable foods with integrity and PROVIDE healthy and delicious foods that can be enjoyed by future generations.
Your continued support is helping us to realise our dream of creating a more sustainable future and enabling us to ‘work and play to convert one more acre back to organic each day.’ Thank you from all of us. Christopher, Maria and The Clearspring Team. 


Caring Moments 

English Tea Shop (UK) Ltd.
Tel: 01268 906250
E-mail:  [email protected]

Caring Moments – Show your love with this 100% Organic Fairtrade Teas
With fully Fairtrade-certified ingredients, our brand-new exclusive Caring Moments is a sleek, fun, interactive tea gift. Sustainably sourced from farmers, it consists of 4 exquisite blends made from the finest herbs and botanicals. Every pack is fully compostable (inner and outer packaging), with recyclable sachets.
Make shared moments extra special, by exploring our Fairtrade ingredients and teas with unique flavour combinations and heartwarming aromas.
Blends include: x8 Ceylon Cinnamon, x8 White Tea Coconut & Passion fruit, x8 Cinnamon Moringa & Ginger, x8 Turmeric(Curcuma) Ginger & Lemongrass


Soap Selection – Floral & Fruity

Friendly Soap
Tel: 01422 400282
E-mail:  [email protected]

For a gift you’ll feel good about giving, or even just to spoil yourself, this floral & fruity soap selection brings together four luxury bars in one (recycled cardboard) place. Each bar is enriched with ethically sourced essential oils and botanicals for a gentle cleansing and skin conditioning experience. These natural ingredients and delicate scents, create a luxurious yet affordable treat. Friendly Soap is a living wage employer that is registered with Cruelty Free International and The Vegan Society.


The Cheeky Panda 9-pack toilet tissues

Tel: 020 7283 0028
E-mail: [email protected]

The Cheeky Panda, the leading sustainable personal care, baby and beauty brand, is launching a new range of 9-pack toilet tissues. The 3-ply, 160 sheet range of The Cheeky Panda Sustainable Bamboo Toilet Tissue is available in Luxury Quilted, Natural Colour and Silky Soft. 

Made with fast-growing, 100% biodegradable, FSC-certified bamboo, the new Cheeky Panda Sustainable Bamboo Toilet Tissue range offers an ideal bathroom solution for consumers looking to reduce their carbon footprint. The range helps shoppers save around 0.475kg of carbon per 9 pack, and approximately 8.4g of plastic versus a toilet tissue made of traditional tree-based pulp.

“Our new range of 9-pack Sustainable Bamboo Toilet Tissue has reduced packaging – both in the pack and in the case – and by tightly winding the rolls, we have also reduced the amount of air between the sheets,” says Simon Weavers, Sales Director, The Cheeky Panda Ltd. “This means consumers can be reassured that alongside the benefits of bamboo, we now have another product with a low carbon footprint.”

The range also supports the vital work of WWF through a donation for every pack sold. Louise Bittleston, Corporate and Community Fundraising Manager at WWF-UK, adds: “We are delighted to be partnering with The Cheeky Panda on their Bamboo Toilet Tissue. Our two brands are so beautifully aligned, and the work that The Cheeky Panda are doing to be as sustainable as possible is admirable and makes them a great fit for a partnership with us. Thank you to everyone who has been involved in this and to everyone who purchases the products: the money raised through the toilet tissue will help us in bringing our world back to life and creating a future where people and nature can thrive together.”


Anoint H₂O De-Puffing Eye Gel

Kinetic Natural Products Distributor
Tel: 08450 725 825
E-mail:  [email protected]

New from Antipodes! Anoint H₂O De-Puffing Eye Gel de-puffs, cools and hydrates with seven key bio-actives: anti-inflammatory coffee, red algae to reduce dark circles & puffiness, hydrating & soothing cucumber manuka honey and hyaluronic acid for ultimate hydration, and bamboo ferment and Vinanza® Oxifend Plus for protection. Perfect for all skin types, especially dehydrated and puffy. No added fragrance. Clinically shown to increase skin hydration by 39% after 2 hours. Certified vegetarian and made with sustainably sourced New Zealand ingredients “from forest to face”. Antipodes’ sustainability goals are: plastic-free packaging, 100% recyclable packaging, and a traceable and transparent supply chain.


Beauty Kitchen Seahorse Plankton+

Kinetic Natural Products Distributor
Tel: 08450 725 825
E-mail:  [email protected]

New from Beauty Kitchen and under new distribution with Kinetic! Seahorse Plankton+ Facial Cleansing Bar and Super Soothing Toner. The cleansing bar is a concentrated free-from soap solid-to-foam cleanser, with a luxurious lather and fresh, spa-like aroma, packed with moisturising coconut oil to cleanse skin and keep it hydrated. The complexion soothing toner is infused with Beauty Kitchen’s unique blend of marine extracts to leave skin looking fresh, radiant and prepped for serum absorption. The anti-ageing Seahorse Plankton+ range uses an advanced blend of microalgae, scientifically proven to reduce the appearance of fine, dry lines instantly. Vegan and BCorp certified.


Lavender & Lemon Cleaning Products

Lavender & Lemon Ltd
E-mail:  [email protected]

Lavender & Lemon is on a mission to transform household cleaning products.
Say goodbye to brightly coloured, toxic ingredients in single-use plastic bottles hidden away in cupboards. Instead, say hello to cleaning products with a purpose: eco-friendly, non-toxic, ethically-sourced ingredients in beautiful, refillable aluminium bottles that can easily take pride of place on any counter and can be reused infinitely.
Handmade in small batches in Wales using only the highest quality plant and mineral-based ingredients and scented with 100% pure organic essential oils, you can rest assured knowing you’re not harming the planet or contributing to toxic indoor air pollution.


LoofCo Sustainable Washing-Up Routine

Natbrands Ltd
Tel: 01892 616871
E-mail:  [email protected]

It’s time to swap your nylon sponge scourer and plastic bottle of washing-up liquid for a soft, flexible loofah pad and solid washing-up soap bar from LoofCo. These traditional proven cleaning methods are the inspiration behind the LoofCo range of plastic-free pads, brushes, cloths & soaps for washing-up, household cleaning, garden & body. LoofCo products help reduce household plastic use & waste including the microplastic particles released by nylon washing-up & cleaning scourers, sponges & exfoliators. Made from loofah, coconut & cotton plant fibres which are sustainable, biodegradable & vegan, LoofCo offers easy affordable switches to create a greener lifestyle.


benecos Beauty ID

Pravera Ltd
Tel: 01557 870203
E-mail:  [email protected]

Travel the world with Beauty ID! The sustainable paper palette from benecos that can be customised and refilled again and again – as individual and versatile as you! Choose from twenty-two organic, vegan, and all-natural eye, lip, and cheek infills for your plastic-free palettes that can be refilled, swapped, and updated to become as unique as you are. Want a hand in designing your perfect product? Check out benecos’ pre-designed palettes inspired by amazing cities from around the globe, from Florence to New York, where will your Beauty ID take you?


Active Life™, your complete all-in-one multi-nutrient

Wholesale Health Ltd
Tel: 01606 889905
E-mail:  [email protected]

Introducing Active Life™, a multi-nutrient formula providing comprehensive daily support. Whilst there is no substitute for a healthy diet, a multi-nutrient supplement is an excellent addition to your wellness routine. Each capsule of Active Life™ contains 130 nutrients, including vitamins, minerals, trace minerals from fulvic acid, amino acids, antioxidants and much more. It also includes the biologically active Quatrefolic® Folate (5-MTHF). It is a convenient way to ensure adequate intake of essential nutrients to support overall health and well-being. Now with an environmentally friendly, biodegradable refill pouch option to replenish the glass jars. Vegetarian. 180 capsules per bottle/pouch.