Colgate have just launched a teeth cleaning product, which is completely vegan and recyclable. Called Smile For Good, the new product contains ingredients that are 99.7 per cent natural and comes in a tube made from high density polyethylene - the same material milk bottles are made of.
The only downside to the environmentally conscious item is the cost, which at £5 per 75ml tube is six times the price of a regular tube of the brand's 80p toothpaste.
Smile For Good clearly lists each ingredient and explains its purpose. It reveals that glycerin is used to stop the toothpaste drying out, while it's the silica that cleans and polishes the teeth.
Shoppers can choose between two different versions of the toothpaste: Smile for Good Protection, and Smile for Good Whitening, which contains baking soda.
Traditionally tubes of toothpaste have been difficult to recycle as they were made from a mix of plastic and aluminium.
However, Colgate engineers managed to find a way to turn a widely recyclable, hard material, into a squeezy tube.
They're now looking to have 100 percent recyclable packaging on all of their products by 2025 and they've promised to share their findings with competitors in order to help ensure all toothpastes meet recycling requirements.
Colgate-Palmolive’s chief executive, Noel Wallace, said:
"Colgate wants to make tubes a part of the circular economy by keeping this plastic productive and eliminating waste. If we can standardise recyclable tubes among all companies, we all win. We can align on these common standards for tubes and still compete with what’s inside them."
"We want all toothpaste tubes - and eventually all kinds of tubes - to meet the same third-party recycling standards that we've achieved. We can align on these common standards for tubes and still compete with what's inside them."