P&G Beauty has unveiled its first shampoo and conditioner bar range to be sold across its European hair care portfolio.
Head & Shoulders, Pantene, Herbal Essences and Aussie will all feature the solid format products, which come in packaging made from recyclable FSC paper.
The launch is part of the conglomerate's ongoing efforts to tackle the industry's plastics problem.
One bar is the equivalent of two 250ml liquid bottles, described P&G.
As much as 75% of consumers would like to buy more beauty products with packaging made from recycled materials, P&G research revealed.
The company said it has already reduced virgin plastic usage by 50% since 2021, equivalent to 300 million less virgin plastic bottles per year.
Head & Shoulders also revealed its first active anti-dandruff solid shampoo bar.
“Not only do these innovations offer a delightful experience due to their unique formulas and shapes – but their boxes are paper-based with FSC certified paper, to further advance us on the mission to reduce virgin plastic,” said Artur Litarowicz, Head of P&G Beauty Europe.
P&G also worked with Paula Chin, Sustainable Materials Specialist at WWF UK, to address the industry giant's plastic waste.
“Plastic pollution is one of the most visible symptoms of the environmental crisis we’re facing and it’s devastating our natural world,” said Chin.
“Businesses, governments and households have all got an important part to play in tackling this.
"Consumers are rightly concerned about this issue so it’s great to see P&G playing their part to drive down the use of plastics with this new range.”
