Are Secret and Old Spice’s ‘Plastic-Free’ Deodorants Truly Zero-Waste?
Examining the real environmental impact of Secret and Old Spice's innovative push for plastic-free deodorant tubes.
For decades, personal care products have contributed significantly to plastic waste, with deodorant sticks being persistent culprits due to their intricate, non-recyclable packaging. In recent years, two Procter & Gamble giants—Secret and Old Spice—ventured into ‘plastic-free’ deodorant tubes, promising a more sustainable solution. But do these new options genuinely offer a zero-waste future, or is it a compromise between convenience and environmental responsibility?
Understanding the Problem: Plastic Waste in Deodorants
Globally, plastic pollution is a mounting crisis. Every year, close to 8 million tons of plastic end up in the oceans, disrupting ecosystems and entering the food chain. Personal care packaging—intended for single use—contributes directly to this problem, particularly with deodorants which typically use mixed plastics and complex designs that hinder recycling. The overwhelming majority of traditional deodorant tubes end up in landfill or incinerators, where they persist for centuries.
- Plastic packaging can take 20-500 years to degrade, depending on material type.
- Recycling rates for personal care packaging are extremely low due to product design and material combination.
- Consumers are increasingly seeking alternatives as their environmental awareness grows.
The ‘Plastic-Free’ Deodorant Tubes: A Game Changer?
In 2021, Secret and Old Spice launched paperboard-based deodorant sticks as part of a test market run. These products promised zero plastic in the packaging and a new, more easily recyclable format. The main goals:
- Reduce single-use plastic waste by switching to renewable materials (mostly paperboard).
- Encourage mainstream consumers to adopt more sustainable daily habits without compromising on product performance.
- Test large-scale consumer response and the feasibility of moving away from plastic entirely in personal care packaging.
These tubes are made from over 90% recycled paper and are designed to be curbside recyclable in most municipal collectors—representing a significant step from their plastic counterparts. The sticks feature a push-up mechanism similar to other paper-based, independent alternatives already on the market.
What Sets P&G’s Paperboard Tubes Apart?
P&G’s approach is noteworthy for its scale and visibility. Rather than a niche, artisanal rollout, these ‘plastic-free’ deodorants appeared on major retail shelves, making them the first mainstream plastic-free deodorants in the United States to be widely available through drug and grocery stores.
- Design features: No glues or complex adhesives, the tube remains intact after use.
- Brand integration: P&G leveraged Secret and Old Spice for wide consumer recognition.
- Performance: The deodorant formulas themselves remain largely unchanged, satisfying loyal users.
Are These Deodorants Truly Zero-Waste?
The term ‘zero-waste’ is commonly misunderstood. For most advocates and experts, ‘zero-waste’ means not just recyclable, but truly circular: products should either be fully compostable in a typical home or fulfill their “end-of-life” in a manner that produces no landfill or emissions. While P&G’s new deodorants go further than conventional options, some critics remain skeptical about their zero-waste credentials.
What others are reading
- Paperboard tubes can be recycled, but must be discarded correctly and actually accepted by local facilities.
- Some designs (even paperboard varieties) include small plastic or metal components for structure or dispensing, although P&G claims its version is 100% plastic-free.
- The concept of waste also includes emissions and resources used in the product’s manufacture and distribution.
Limitations to Consider
- No home compostability: While easier to recycle, the tubes require industrial processing, unlike certain biodegradable or compostable options.
- Consumer confusion: Recycling systems differ by locality. Some curbside systems may reject even pure paperboard if contaminated by product residue.
- Production impact: The paperboard’s supply chain is less intensive than new plastic, but still demands energy and water.
The Broader Context: Sustainable Packaging Strategies
Secret and Old Spice’s initiatives are part of a growing trend across household and personal care brands. More companies are evaluating their packaging and striving to reduce plastic by switching to renewable, recyclable, or compostable materials. However, large-scale change is slow due to production challenges, cost concerns, and consumer expectations.
| Deodorant Option | Main Packaging Material | Recyclability | Availability |
|---|---|---|---|
| Traditional Plastic Stick | Mixed Plastics | Low (Hard to Recycle) | Ubiquitous |
| P&G Paperboard Tube | Recycled Paper | High (Curbside in Most Areas) | Major Retailers |
| Artisan Cardboard Stick* | Cardboard, Sometimes Bamboo | Compostable/Biodegradable | Online/Niche |
| Glass Jar Cream* | Glass & Metal Lid | 99% Recyclable | Online/Niche |
*Options like Meow Meow Tweet, Bai-li, and others.
Consumer Response: Balancing Sustainability and Usability
Early feedback from environmentally motivated consumers applauds the move away from plastic, but there are questions about usability and convenience. Paper-based tubes feel different during application, sometimes exerting more friction or requiring two hands. For those accustomed to slick, twist-up plastic mechanisms, the transition may necessitate a habit change.
- Some report durability issues, with paper tubes weakening if stored in damp environments.
- Brands have adjusted formulas minimally to ensure a familiar user experience.
- Visible branding and accessible price points may convert ‘mainstream’ shoppers who previously overlooked niche, plastic-free options.
Alternatives: Other Plastic-Free Deodorant Brands
- Meow Meow Tweet: Glass jar and cardboard stick options, vegan, palm-oil free, organic certified.
- Bai-li: Biodegradable push-up tubes, sugarcane labels, free of parabens and sulfates.
- Tom’s of Maine: Aluminum-free, multiple scent options, paperboard packaging.
While smaller brands have led the charge toward zero-waste for years, P&G’s entry marks a turning point: plastic-free deodorants are now accessible and affordable at scale.
Corporate Sustainability: Procter & Gamble’s Broader Commitments
The introduction of plastic-free tubes is more than a product test—it’s a reflection of P&G’s corporate sustainability strategy. The company has set ambitious targets to reduce virgin plastic use across its portfolio, introduce more recycled materials, and achieve net-zero greenhouse gas emissions by 2040. Such efforts elevate the conversation from “boutique” eco-friendly products to mainstream, systemic change.
- Pilot projects like plastic-free deodorants yield valuable data on consumer acceptance and inform rollouts across other categories.
- Public commitments create accountability, but progress depends on continued innovation and persistent pressure from advocates.
Challenges to a Truly Zero-Waste Solution
Stringent zero-waste principles are hard to meet across large-scale consumer goods:
- Production energy and water usage remain a factor, even for paper-based products.
- Circularity is not guaranteed unless products are returned, refilled, or composted at home.
- Persistent supply chain dependencies on non-renewable resources.
- Compostable options may not break down in municipal landfills without proper conditions.
- Recycling systems remain inconsistent and prone to contamination.
Looking Ahead: The Future of Zero-Waste Deodorant
P&G’s plastic-free tubes signal progress, even if they are not a panacea. The future likely holds further innovation, with:
- Continued pressure for refillable, returnable, or home compostable formats.
- Collaboration between brands, recyclers, and municipalities to streamline collection and processing.
- Consumer education campaigns to clarify how to responsibly dispose of used packaging.
- A growing ecosystem of eco-brands cultivating higher expectations for environmental stewardship.
Frequently Asked Questions (FAQs)
Q: What is considered truly zero-waste deodorant packaging?
A: True zero-waste packaging leaves no residue for landfill and is either fully compostable at home or perpetually recyclable without degradation. Most current options, including mainstream paperboard tubes, fall short of this purist definition due to the complexities of industrial processing and recycling systems.
Q: Are ‘plastic-free’ deodorant tubes actually better for the environment?
A: Plastic-free tubes significantly reduce single-use plastic waste and are generally better for the environment. However, the full benefit depends on the sourcing of paper, the energy used in manufacturing, and the consumer’s disposal practices.
Q: How should I dispose of a paperboard deodorant tube?
A: Most paperboard tubes can be recycled through local curbside programs. For best results, ensure the tube is empty, clean, and free from any remaining product. Always check local recycling rules, as not all facilities accept small-format packaging.
Q: Are there drawbacks to switching from plastic to paperboard for deodorant?
A: Some drawbacks include greater vulnerability to moisture, a different tactile experience, and less robust protection against product residue. Nonetheless, these are outweighed by the environmental advantages for many consumers.
Q: Do all paperboard tubes contain zero plastic?
A: Not always. Some brands’ paperboard tubes may include thin plastic linings or components for stability. P&G claims its Secret and Old Spice plastic-free tubes are truly 100% plastic-free, but checking packaging details is wise.
Conclusion: Progress, Not Perfection
Secret and Old Spice’s plastic-free deodorant tubes represent a milestone in the mainstream adoption of sustainable packaging. While not perfectly zero-waste, they are a critical step away from plastic dependence—encouraging industry-wide shifts, setting new standards, and helping consumers make more conscientious choices. Continued innovation, transparency, and collaboration will be essential for building a truly zero-waste future in personal care.
References
- https://daybring.com/stories/deodorant-with-no-plastic/
- https://www.kingsoopers.com/p/old-spice-fresher-collection-for-men-aluminum-free-deodorant-alpine-with-hemp-oil/0001204404536
- https://www.kroger.com/p/old-spice-for-men-aluminum-free-deodorant-fiji-with-palm-tree-scent-1-pack/0001204403759
- https://www.etsy.com/market/old_spice_deodorant
- https://www.bakersplus.com/q/old+spice+deodorant
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