On Monday, Unilever announced its boldest sustainability initiative yet: It plans to incorporate 100% post-consumer recycled plastic into its biggest brands, Dove, Dove Men+Care and Baby Dove by 2025.

The overall Dove brand is distributed in 171 countries and requires almost two-thirds of all plastic that Unilever uses, according to Amy Stepanian, Dove and Dove Men+Care U.S. brand director. Dove’s efforts will start with the North American and European markets. Products across all three lines using recycled plastic have already begun appearing on store shelves.

Unilever announced in 2017 that its plastic packaging would be reusable, recyclable or compostable by 2025, but it did not detail how or what brands it would begin with. Due to the lack of federal regulations and industry standards around sustainability, Dove is positioned to set a precedent that will trickle down to retailers and smaller brands.

“[This] sees our first major milestone toward dramatically reducing and eliminating the amount of virgin plastic used in our products,” said Stepanian. “The benefits of the circular economy are clear for business and the environment. More effective use of materials means lower costs, less waste, [and] better risk management of raw materials and supply chain.”

For the full article, visit Glossy.co.

Image via Dove.

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