What do you mean by 'concentrated' Body Wash?

There is no standard industry test for "concentrated" products. In fact, we looked for inspiration in the laundry category to best understand how they make these claims. No luck! Instead, we decided to work with a third-party lab to test the water content of our products alongside other top performing body washes in the category. The Mother Dirt Body Wash has lower water content than all other products tested. The other important piece to note is the general message that we want to send with a word like "concentrated" - less is more. You don't actually need that much to get clean.