Dove makes industry-leading global plastic commitment

  • Dove announces global move to 100% recycled plastic bottles and new plastic free packaging for its iconic beauty bar
  • New 100% recycled bottles will launch in the UK and Ireland this year
  • As one of the biggest known reduction plans of its kind in the beauty industry, the amount of virgin plastic Dove will save globally per year would be enough to circle the Earth 2.7 times1 

Today, Dove, one of the largest and best-loved beauty brands in the world, unveils new initiatives to accelerate the global beauty industry’s progress to address plastic waste. Through a combination of alternative packaging materials, recycled plastic and investing in refill technology, Dove is driving a movement to create a new value for plastics and reduce the volume of plastic it produces. 

As one of the biggest known reduction plans of its kind in the beauty industry, the amount of virgin plastic Dove will save globally per year would be enough to circle the Earth 2.7 times1. New commitments are part of Dove’s 2025 commitment to reduce plastic waste, which will see the brand avoid the use of more than 20,500 tonnes of virgin plastic globally per year. The brand has opted for long-term initiatives to ensure a greater and sustained impact, which will contribute to Unilever’s recently announced plastics goal.

To celebrate and accompany the launch of the 100% recycled bottles, Dove will be releasing limited edition celebratory packs with a special label, starting from January 2020. These will be supported by in-store activations and a digital, social and influencer campaign, to generate awareness amongst consumers about this initiative.

  1. NO PLASTIC: Next year its iconic beauty bar single packs will be plastic-free globally2, and development is underway to replace the plastic outer-wrap of its beauty bar multipacks with a zero-plastic material.
  1. BETTER PLASTIC: Dove will start to launch new 100% recycled plastic (PCR) bottles where technically feasible, in Europe and North America by the end of 2019 – across all ranges (Dove, Dove Men+Care, and Baby Dove)3. Dove continues to search for solutions where recycled plastic is not currently technically feasible, including for caps and pumps. 
  1. LESS PLASTIC: Dove will leverage the technology behind its new reusable, refillable, stainless steel format deodorant sticks: minim™. This technology minimises waste by radically reducing the amount of plastic required. The launch date is not yet confirmed, and markets are being decided, but work is well underway.

Chris Barron, VP Beauty & Personal Care, Unilever UK&I said, “As one of the biggest and best-loved beauty brands in the UK & Ireland, this announcement will have a significant impact on reducing our plastic consumption and means we’ll be driving real change within the beauty and personal care category.

“By making fundamental differences to the way we package our Dove products, we are making it easier for consumers to choose a more sustainable beauty and personal care brand, which we know is important to many of our Dove shoppers.”

Dove’s initiatives will contribute to Unilever’s recently announced new commitments on plastic:

  • To halve its use of virgin plastic, by reducing its absolute use of plastic packaging by more than 100,000 tonnes and accelerating its use of recycled plastic.
  • To help collect and process more plastic packaging than it sells