Circular toothpaste packaging from ReBloom Care saves 89.4% CO2

Ouderkerk aan de Amstel, March 2025 - The average Dutch person uses 11.3 plastic toothpaste tubes annually. These tubes are difficult to recycle and almost always end up in incinerators. Toothpaste tubes can be replaced by refill pouches, of which only three per person per year are needed. The great advantage of this is not only less plastic, but also more easily recyclable plastic, resulting in an 89.4% annual CO2 saving.

A circular refill system
The concept of ReBloom Care: a reusable glass bottle with a dosing pump and refill pouches filled with toothpaste. Instead of 11.3 toothpaste tubes per person per year, you buy a bottle once that you refill from the refill pouch. You need three refill pouches per person per year. The refill system not only saves an enormous amount of plastic, it also reduces CO2 emissions by a staggering 89.4% per year, because the refill packaging can be recycled better than toothpaste tubes.

 ‘Traditional toothpaste tubes are very difficult to recycle. Due to the combination of different types of plastic and the addition of aluminum, most tubes eventually end up in incinerators. ReBloom Care refill pouches can be better recycled and have a much lower CO2 footprint equivalent because far fewer valuable raw materials are used.’ says Alex Hanhues, lecturer-researcher at the Amsterdam University of Applied Sciences. The CO2 saving is evident from research by students of the Amsterdam University of Applied Sciences within the Rethinking Packaging System project. 

Less residue
What many people don't know is that an average of 12 brushings worth of toothpaste remain in each tube when it is thrown away (Catherien Ruoff research). This means that we throw away 2 million liters of toothpaste annually, which is more than 27 million full tubes of toothpaste in landfills, in the Netherlands alone. That's almost an Olympic swimming pool filled with toothpaste.

With ReBloom Care, the transparent, flexible refill pouches are easy to empty, and it is also clear whether a package is actually empty.

Sustainable, natural and affordable
The impact of ReBloom Care extends beyond just reducing residue, plastic, and thus CO2. The toothpastes contain 99.2% natural, 100% plant-based ingredients and are free from harmful substances such as SLS, microplastics, and titanium dioxide. Moreover, ReBloom Care is a cost-effective choice: a single brushing costs only €0.07, comparable to conventional toothpaste, but with minimal environmental impact and a positive effect on health.

With this innovation, ReBloom Care sets a new standard for sustainable oral care and invites consumers to consciously choose a cleaner planet – without compromising on quality and affordability.