Making the Unrecyclable Recyclable: The Toothpaste Tube Revolution in Packaging

Once considered destined for landfill, toothpaste tubes have now entered a new era of sustainability. This transformation – from an unrecyclable multi-material package to one that can be tossed in the recycling bin – offers a powerful case study in circular innovation for the healthcare industry. It did not happen overnight or by one company’s efforts alone. Instead, it was achieved through collective action across the sector, aligning design innovation with existing waste management infrastructure and regulatory shifts .

At the forefront is Joseph Muscat, Environment and Innovation Director at Haleon, who has helped drive this change not just within his company but across the oral care market. Muscat’s leadership exemplifies how pragmatic collaboration – sometimes even with competitors – can make previously unrecyclable packaging recyclable in the real world . In advance of his keynote at the Sustainable Industry Summer Summit (titled “The power of collective action; how to make unrecyclable packaging recyclable – learnings from toothpaste tubes” – see event agenda), we explore key insights from this toothpaste tube revolution. 

From Unrecyclable to Recyclable: A Toothpaste Tube Breakthrough 

For years, the laminated toothpaste tube was a stubborn outlier in recycling – composed of layers of plastic and metal that most facilities could not separate. Consumers often wish-cycled these tubes in the recycling bin only for them to contaminate the waste stream . In fact, about 30% of UK households were disposing of toothpaste tubes incorrectly, making them the second-largest contaminant in home recycling bins . 

The breakthrough came when major oral care brands collectively reinvented the tube. Haleon (maker of Sensodyne and Aquafresh), Colgate-Palmolive, P&G and others – together responsible for over 91% of UK toothpaste sales – shifted from multi-laminate to recyclable mono-material tubes . By using a single type of plastic (such as polyethylene or polypropylene) for the entire tube, they created packaging that meets the criteria for kerbside recycling collections . In other words, a toothpaste tube can now be recycled just like a plastic bottle or tray, without special handling. This industry-wide change, achieved ahead of new “Simpler Recycling” regulations coming into effect in 2026, means households can finally recycle their toothpaste tubes with confidence . 

Designing for Real-World Recyclability 

Crucially, the new tube was developed to work within existing waste management infrastructure. Companies like Haleon and its peers invested in trials with recycling facilities to ensure their mono-material tubes could be identified and processed by standard equipment . Using techniques like ballistic separation and near-infrared sorting, these tubes were successfully picked out and sent for reprocessing alongside other plastics . Trials showed recovery rates up to 60% for properly emptied tubes, which could then be shredded and molded into new products (such as plastic pipes) without issue . This due diligence gave waste handlers confidence that toothpaste tubes would not jam machines or contaminate other streams. 

Equally important, the industry sought approval for clear consumer guidance. The new tubes earned the green light from the UK’s On-Pack Recycling Label scheme to carry the label “Recycle” – with instructions to empty out any remaining paste and keep the cap on . (One WRAP study found that properly emptied tubes have a 60% recovery rate, versus just 16.7% for tubes with leftover paste , underscoring why “empty before recycling” is so critical.) By designing for real-world conditions and providing simple instructions, the project bridged the gap between technical recyclability and actual recyclability. Manufacturers also have a financial incentive: policies like Extended Producer Responsibility (EPR) reward recyclable packaging with lower compliance fees, whereas hard-to-recycle materials incur higher costs . In short, designing packaging to suit the existing system benefits everyone – waste operators, consumers, and companies alike. 

Collective Action Across an Industry 

Perhaps the most striking aspect of this success is the level of cross-industry collaboration involved. Companies that normally compete on store shelves found themselves working together on recycling solutions. Colgate-Palmolive, which first developed an all-HDPE tube, made the unusual decision to share its patented design technology openly with other toothpaste makers . The rationale was simple: if only one brand used recyclable tubes, waste processors might still treat them as anomalies – but if the whole industry converted, recycling systems would adjust more quickly. Colgate even organized over 80 joint sessions with packaging manufacturers, recyclers, NGOs and retailers to speed up the learning curve and encourage widespread adoption of the new tube format . 

 In the UK, this spirit of collaboration was channeled through WRAP’s initiatives like the Plastics Pact. Industry trials led by WRAP brought together major oral care players to validate that their tubes would work in the recycling stream . “WRAP’s expertise and collaborative nature has allowed Haleon to make some truly impactful changes – making what was once unrecoverable packaging… into packaging that can contribute value as part of a circular economy,” Muscat says, crediting the NGO with convening stakeholders across the value chain . Working in partnership with competitors, suppliers, the waste industry and even third-party experts, these companies created a unified front to solve a common waste problem . The result is a real-world systems change that no organization could have achieved alone. 

 Navigating Regulation and Data Challenges 

 Compliance and policy factors are another piece of the puzzle. Consumer healthcare packaging exists in a highly regulated space, where any change must meet stringent safety and quality standards . Regulations haven’t always kept pace with packaging innovation – ambiguity in many regions’ rules, for example, has historically hampered efforts to use recycled plastics in medical or food-grade packaging . Muscat observes that “navigating complex regulations surrounding packaging materials and waste management” will remain a key hurdle for sustainable innovation in healthcare . 

However, momentum is shifting as policymakers push for circularity. EPR schemes, the UK’s upcoming consistent collections law, and new EU packaging proposals are all sending a clear signal: packaging design must align with recyclability goals or face penalties . Industry leaders like Muscat have engaged proactively in this regulatory evolution – sharing data and learnings with authorities, and advocating for practical timelines that reflect supply chain realities. Major packaging suppliers have also been crucial; for instance, Procter & Gamble worked with tube manufacturer Albéa to develop a toothpaste tube that met recyclability criteria as early as 2020 . 

 Another ongoing challenge has been data. Tracking what happens to packaging after use – and proving that “recyclable” designs are actually being recycled – requires better infrastructure and consistent standards. Without common metrics, the same data can be interpreted in vastly different ways and sustainability claims risk being questioned. To address this, the oral care consortium gathered robust evidence from its trials and sought deeper insights into consumer behaviour around disposal . Such insights have informed consumer education (for example, emphasizing that tubes should be fully emptied) and are helping hold the industry accountable for real-world outcomes. It’s a reminder that innovation doesn’t end at redesigning a package; it must extend to ensuring the entire system – from regulations to consumer habits – supports the circular economy. 

Leadership and Lessons for Regulated Industries 

The toothpaste tube saga underscores a broader lesson for senior leaders in regulated industries: even complex sustainability challenges can be overcome by combining technical innovation with collective, system-wide action. Joseph Muscat’s role in this achievement has been less about promoting one company’s agenda and more about uniting partners to tackle shared obstacles. His approach – collaborating with competitors, co-creating solutions with suppliers, and engaging early with regulators and NGOs – exemplifies the pragmatic leadership needed to drive circular economy goals under real-world constraints. 

 Joseph will delve further into these insights during his keynote at the upcoming Sustainable Industry Summer Summit, fittingly titled “The power of collective action: how to make unrecyclable packaging recyclable – learnings from toothpaste tubes.”

In a forum designed for sustainability leaders, he and others will share candid learnings from the front lines of packaging innovation. The journey to recyclable toothpaste tubes shows that even in heavily regulated sectors, progress is possible when stakeholders unite behind a common goal. 

For those grappling with similar packaging and circularity challenges, sustainableindustry.co.uk serves as a practical resource and knowledge hub. By spotlighting real examples like this and the strategies of leaders like Joseph Muscat, we aim to equip decision-makers with the insight and know-how to turn sustainability commitments into tangible results. 

See the agenda and register your place here - sustainableindustry.co.uk/agenda-summer-summit-circularity