Why?
As a hairstylist and educator for the past 15 years I've traveled all over, and sold shampoo from across the globe. And in time, I started thinking about all of the traveling plastic shampoo bottles on their way into our homes, and the probablility that those bottles then get recycled.
If you remove the water, you can remove the bottle.
And that is the aim of Old Elm. Concentrated, hairstylist approved, and always with mother nature in mind.