Here at Daily Concepts we believe that things should be changes and evolved and that there is always a better way to innovate everyday items. So it was in the spirit of this that we began to reimagine a world where bath and beauty products could be items of luxury with tasteful and innovative design, cruelty free ethics, sustainable ethos and technology that would also allow the consumer to track the lifespan of their bath and beauty tools hence cleaning up the bathing game.