At Waken, we’ve always believed that thoughtful design matters, whether that’s in the ingredients we choose, the products we create, or the packaging we use. So, we wanted to talk to you about an important change we’re making: we’re moving from our 100% recycled aluminium tubes to a new, recyclable plastic tube.
We know many of you loved our aluminium packaging (we did too!), so we want to explain why this change is happening.
Why Change Something We Loved?
First, let’s be clear: we adored our aluminium tubes. They looked and felt great, they were made from recycled materials, and they aligned beautifully with our commitment to sustainability.
But behind the scenes, there was a challenge. Most toothpaste manufacturers don’t have the capability to fill aluminium tubes. This meant:
✔️ Very few suppliers could make them
✔️ Long lead times on tubes that caused significant delays and huge complexity
✔️ Quality issues, like tubes denting or splitting more easily
In short, while we loved aluminium, it simply wasn’t practical for us to continue using it. We needed a solution that allowed us to keep producing great toothpaste, while still being sustainable.
What’s inside the new tube?
♻️ 49% post-consumer recycled (PCR) plastic in the sleeve and head
♻️ 34% total recycled content across the tube and cap
♻️ Designed for recyclability in household plastic streams
And perhaps most importantly:
✔️ It’s far more durable! No more accidental splits, dents, or leaks.
Does This Mean We Don't Care About Sustainability?
Sustainability isn’t just about materials, it’s about the full usage of a product. By switching to a widely recyclable tube that’s made with recycled plastic, we’re ensuring that our packaging remains as environmentally responsible as possible, while also being practical and scalable.
And this isn’t the end of our journey. We’re constantly looking for new, innovative materials, and if there’s a way to bring back aluminium in the future, or something even better—you can bet we’ll explore it!
Will This Affect the Toothpaste Inside?
Yes, but in the best possible way. As part of this packaging update, we’re also refining our formulas to be even better, while keeping the same commitment to clean, effective oral care. You’ll still get the same fresh, high-quality Waken toothpaste you know and love, just with some thoughtful improvements.
We know packaging changes can feel like a big deal, and we really appreciate your support. Our goal has always been to create high-quality, thoughtfully designed products, and this switch allows us to keep doing exactly that, without the risk of supply chain disruptions or compromised quality.