KNOWN has been appointed to handle the launch and representation for We Are Concentrate, a pioneering new water-conscious beauty brand on a mission to create sustainable and essential beauty products using as little water and plastic as possible to create better products, and in turn a better planet. We Are Concentrate adds no water in its production process and uses an in-house manufacturing method called a ‘closed loop water system’ in the formulation of its Shampoo and Conditioner which is proven to be more sustainable than other manufacturing methods. With only a marble-sized amount needed per hair wash, these concentrated pastes contain all of the actives and benefits of traditional hair care products, without any of the added water. Plus, to make sure that no product goes to waste, the tubes can be paired with a tube squeezer and shower hanger to ensure every last drop is used. Available from 1 November at weareconcentrate.com.