“Bars not bottles” is the tagline for Holland & Barrett’s new plastic-free beauty range that is selling out at astonishing rates.

Ethique, a line of vegan and and cruelty-free soaps—which run the gamut from body bars, hair bars, face bars, and sustainable storage solutions—marks a first for Holland & Barrett, although with the July 7th launch marking a 300% increase in search results, and over 13,000 brand page visits, the sign from consumers is clear; sustainable beauty brands are in.