Dove Is Switching to 100-Percent Recycled Plastic Bottles by the End of the Year

Marci Robin

There was a time when it felt like big beauty companies simply weren't interested in being more eco-friendly; that environmental consciousness, sustainability, and waste reduction were passion projects limited to smaller and independent brands. But as the need for change becomes impossible to ignore (much like consumer demand for more Earth-loving options), some of the most powerful names in personal care are making some equally powerful shifts in the right direction. The latest to show an amazing effort: Dove.

Today, Dove is announcing that it's moving to 100-percent recycled plastic bottles by end of 2019 — a reworking of its packaging that's expected to make a major impact. "As one of the biggest known reduction plans of its kind in the beauty industry, the Dove initiatives will generate an ongoing massive impact, reducing the use of virgin plastic by more than 20,500 tons per year," the brand says in a statement. "The amount of virgin plastic Dove will save per year would be enough to circle the Earth 2.7 times."

Courtesy of brand

But switching to recycled plastic bottles is just the start of a much broader effort. Dove's plan to reduce waste follows parent brand Unilever's internal framework focusing on using less plastic, better plastic, and no plastic as is feasible. Here's how that works respectively: Dove is currently working on leveraging the technology behind its new reusable, refillable, stainless-steel-format deodorant sticks, which minimizes waste by "radically reducing" the amount of plastic required; as mentioned, Dove will start to launch new 100-percent recycled plastic (post-consumer resin, or PCR) bottles across its Dove, Dove Men+Care, and Baby Dove ranges in North America and Europe by the end of 2019; and the brand is eliminating the use of plastics where possible by using alternative materials and new packaging formats. For example, next year, the famous Dove beauty bar single packs will be plastic-free, and "development is underway to replace the plastic outer-wrap of its beauty bar multipacks with a zero-plastic material," the announcement reads.

Courtesy of brand

Once these goals are achieved, Dove doesn't plan on resting. According to the announcement, "Dove continues to search for solutions where recycled plastic is not currently technically feasible, including for caps and pumps," indicating that the brand will work toward an even greater reduction of virgin plastic use.

Ultimately, Dove's new efforts will not only be appreciated by its customers, but it will also contribute to Unilever’s commitment to making all of its products' plastic packaging fully reusable, recyclable, or compostable by 2025 and to collect and process more plastic packaging than it sells.

"Dove is committed to leading the fight against plastic waste, and catalyzing change within the industry and beyond," the brand's announcement reads. "Through these initiatives, Dove calls for collaborative, accelerated action to help resolve the world’s plastic problem, shifting both commercial and consumer behavior to turn the tide against plastic waste."

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Originally Appeared on Allure