I can't honestly say how incredible Gruum is. I received a shampoo bar for Christmas, I had never heard of the brand before. In my mission to go plastic free/zero waste, I have tried numerous shampoo bars, none of which have been very good (they either didn't last very long, left my hair still greasy, didn't lather enough, or didn't smell very exciting). But since using Gruum, I am never going to try another brand again! Firstly, I love how ethical and environmentally conscious the brand is, and secondly, I love how minimal and natural the ingredients are (in contrast to your drugstore shampoos with dozens of chemicals in the ingredients list). I would rather be kind to my hair than wash it with nasty chemicals, doing more harm than good. Gruum's shampoo bars lather SO well (just as well as, if not more so, than your average drugstore shampoo!) They smell amazing (my favourite is the argan bar) they are such good quality for a reasonable price and last a long time too! (especially their conditioner bar). I love how you can get a free shampoo bar trial, and also I recently set up a subscription - £5 free delivery every 1-3 months for a shampoo bar of your choice. Overall, I definitely rate this store and will be buying from them forever! Thank you Gruum.