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Reusable, Recyclable Glass Toothpaste Bottle is ‘Noice’

Noice Care offers its natural toothpaste in an amber glass bottle with a reusable pump dispenser for D2C; a reusable, refillable glass bottle is available through the Loop shopping platform.

Noice natural gel toothpaste comes in an amber glass bottle with reusable pump dispenser. Refills use a screw-top closure.
Noice natural gel toothpaste comes in an amber glass bottle with reusable pump dispenser. Refills use a screw-top closure.

Who says toothpaste has to come in a tube? Certainly not Noice Care. In developing its “Good for You & the Planet” toothpaste product, startup Noice looked at traditional toothpaste tube packaging, as well as some out-of-the-tube options, but determined that glass was the most sustainable, functional, and aesthetically pleasing package for its new all-natural oral care product.

As CEO Morgane Soret explains, Noice was created to address the challenges she and co-founder Clement Hochart faced while on separate personal journeys. Hochart was attempting to live a more organic lifestyle with more natural personal care products; Soret was working toward a zero-waste lifestyle, removing single-use plastics from her home. Neither one had success when it came to finding a natural toothpaste product that was effective, fresh, and good tasting and at the same time reduced plastic packaging.

“Together with our two other co-founders, Maximilien [Masson] and Valerian [Fauvel], we decided to create a toothpaste that would be healthy, would clean and preserve teeth effectively, and would not create waste—a toothpaste that is good for people and good for the planet.”

Noice was founded in 2019 in Singapore—a part of the world that is significantly impacted by marine pollution from plastic packaging. After a successful Kickstarter crowdfunding campaign in 2020, Noice began production of its Anti-Plaque Charcoal Toothpaste in Thailand, releasing it in January 2021 in the U.S. and the U.K.


Watch video   Watch this video on new toothpaste packaging innovations, including Noice.

Says Soret, it took Noice two years to develop a formula that combined all-natural ingredients and a great taste. While the resulting toothpaste is a gel, it is more liquid and foams less than conventional toothpaste products. It’s also black in color, due to the charcoal added to the formulation for stain removal. Additional ingredients include licorice root powder, which fights the bacteria that causes tooth decay, tea tree and eucalyptus, chosen for their antibacterial properties, chamomile, which provides calming properties, and peppermint and menthol, to freshen breath.

When Noice began looking at packaging formats, the traditional multilayer plastic-and-aluminum tube used for conventional toothpaste was an absolute non-starter, given its non-recyclability. Says Soret, according to information supplied by Colgate, approximately 1.5 billion plastic toothpaste tubes end up in landfill globally each year. “And it takes up to 500 years for a plastic tube to break down,” she adds. “When it eventually breaks down, it is into microplastics that we can’t see but that are here, everywhere, polluting our planet and oceans.”

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