Alex Heron owns the male grooming company By Bravery.
And he's a man on a mission to encourage people to use less - which is not the typical message you receive from companies looking to make money.
But Alex is more about making a difference and changing the perception of reusable products.
It's well worth a listen if you want to change the way your business does business.
To check out Alex's store visit here:
http://www.bybravery-zerowaste.co.uk/