The oral care brand launches a vegan-certified toothpaste, which is delivered in a "industry's first" recyclable tube.
Most toothpaste tubes are made of plastic and aluminum, so you cannot reduce your ecological footprint. But soon, Colgate hopes, you can throw your toothpaste tube in the trash.
The new Smile for Good toothpaste tube is made of high-density polyethylene (HDPE) – the same plastic that milk jugs are made of.
Why it took so long
Colgate said that a commonly recycled plastic material called "high density polyethylene" (HDPE) could be used for the new tube, but found that it was not sufficiently compressible for toothpaste.
It was the so-called "Eureka moment" when he put together several types of HDPE material in a toothpaste tube. This right combination "allows people to conveniently squeeze out all of the toothpaste, protects the integrity of the product, and meets the requirements of high-speed production."
Colgate toothpaste contains minimal ingredients. It also consists of ingredients that come from natural sources. Most toothpastes, on the other hand, contain glycerin from animal fat.
All ingredients are listed in the toothpaste, of which 99.7% are natural. It's certified by the Vegan Society, the company said.
Two types of toothpaste – Smile for Good Protection and Smile for Good Whitening – are commercially available, including Sainsbury's, Boots, Superdrug, Wilko, Waitrose, Ocado and Amazon.
CNN's Jordan Valinsky contributed to this report.