Colgate has launched vegan-certified toothpaste which comes in a recyclable tube - described as the first of its kind.
The new Smile for Good brand, which The Vegan Society has certified, comes in a tube made from high-density polyethylene (HDPE).
This is a departure from traditional tubes, which are made from a mixture of plastic and aluminum, making them impossible to recycle. More than 20 billion single-use tubes are thrown away every year.
"Colgate wants to make tubes a part of the circular economy by keeping this plastic productive and eliminating waste," Colgate-Palmolive's chief executive, Noel Wallace, said in a statement.
"If we can standardize recyclable tubes among all companies, we all win. We can align on these common standards for tubes and still compete with what’s inside them."
Smile for Good is on sale in Waitrose and Boots, costing £5 for 75ml.