Some of what we have in our bathroom cabinet has been routine for a long time.

While our industry is always innovating, developing new formulas and using superior ingredients, the basic concept of what a product is, how we use it, or what type of process we use to make it largely stays the same.

That’s changing in a lot of aspects of what we do, and especially for some brands who instead of improving upon an idea, prefer to change it from the ground up.

Here we have five brands who have taken a look at common toiletries and proposed revolutionary changes.

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