P&G's Secret Is Launching Deodorant With All-Paper Packaging, and We're Here For It

For the past few years, the beauty industry has been seeing a (much-needed) shift toward plastic-free packaging, with many brands changing their practices and offering more sustainable options to lessen their contribution to the crisis. Procter & Gamble — the parent company behind Pantene and Head & Shoulders, among others — is joining these efforts by launching limited-edition, all-paper tubes of Secret and Old Spice deodorants in 500 Walmart stores across the country this May.

The move is a step in P&G’s 10-year plan to use 100 percent recyclable packaging and cut 50 percent of it petroleum-based plastic by 2030. While the initiative will only replace the plastic stick canisters for two deodorant scents (Rose and Geranium for Secret; Cedar and Salt for Old Spice) for now, the brand claims that if the efforts are successful, it will expand its all-paper lineup.

“We co-designed this package with consumers who are interested in cutting back on plastic waste,” Freddy Bharucha, vice president of personal care for P&G Beauty, said in a press release. “The majority of Gen Z consumers have high expectations for environmentally friendly products.”

This sounds like a step in the right direction to us, and here’s hoping more brands follow suit.

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