In honor of National Recycling Day, Tom’s of Maine introduced the first-of-its-kind recyclable toothpaste tube on November 15. Until now, toothpaste tubes haven’t been recyclable because most contain a mixed material that doesn’t provide a second life and has to be landfilled.
The tube is the first to be recognized by the Association of Plastic Recyclers and has been designed to be compatible with the #2 HDPE plastic stream. This stream is highly recyclable and is the same material used in most laundry detergent bottles. Tom’s of Maine’s new tube has also been designed to be circular so the content can be re-processed into new products and packaging.
Tom’s of Maine Antiplaque & Whitening Peppermint Natural Toothpaste will be the first variant available in the new tube. It can now be shipped to customers and will be available on shelves in the coming weeks. All full-size Tom’s of Maine toothpaste in the new recyclable tube will be available to consumers by the end of 2020.
Tom’s of Maine tubes that are recyclable will display a blue flag on the back. Those without the flag have not yet transitioned to the new recyclable material. For any municipalities that do not accept #2 plastic, Tom’s of Maine has partnered with upcycling leader TerraCycle to create the Natural Care Recycling Program, which recycles all personal and oral care packaging regardless of the brand.
“We’re thrilled to offer a first-of-its-kind recyclable toothpaste tube that’s been recognized by the Association of Plastic Recyclers, which sets the standard for North America. There is no oral care or personal care tube on the market with this APR recognition,” said Esi Seng, general manager at Tom’s of Maine. “We’re already hard at work engaging with The Recycling Partnership and their network to communicate with recycling centers and win their acceptance of our recyclable tube. We’re proud to be blazing a trail for other toothpaste brands to follow,” Seng added.
“When it comes to recycling, shoppers interested in natural products are also more committed, active participants in working to keep waste out of landfills,” said Julie Sprague, stewardship manager at Tom’s of Maine.
A recent Certified B Corporation, Tom’s of Maine has been making natural personal care products free from artificial flavors, fragrances, sweeteners, colors, and preservatives for 49 years. Tom’s of Maine products – including toothpaste, deodorant, mouthwash, antiperspirant, bar soap, body wash, dental floss, and toothbrushes – are made from naturally sourced and naturally derived ingredients and never tested on animals.
Most Tom’s of Maine products are vegan, kosher, halal-certified, and gluten-free.
