Beauty products are saying goodbye to old plastic packaging and focusing on sustainable packaging. This is because two major players- Whole Foods and Procter & Gamble – are passing new regulations for sustainable and recyclable packaging.

Whole Foods’ new regulation goes in effect this month and requires suppliers to use packaging materials that are easily reused or recycled, are non-toxic, and call for a switch from plastic to glass whenever possible. Strengthening their commitment to reducing, reusing, and recycling waste is the main objective. Whole Foods has switched to post-consumer recycled bottles for most of their store-brand personal care and nutritional supplement products. They have also implemented responsible packaging guidelines for all of the company’s personal care product suppliers (more than 1,300). The new regulations will cause many brands to adapt to their sustainable packaging objectives regardless of wherever else they are sold.

Over the next few years, Procter & Gamble will switch to sustainable packaging made from sugarcane produced in Brazil. P&G employed Brazilian supermodel and Pantene endorser Gisele Bundchen to announce the switch. The initiative will help meet the needs of women around the world who have been demanding more environmentally friendly products with no trade-offs in performance, aesthetic, or value.

Brands like The Body Shop and Stila have had a longer history of using green packaging but with the new changes from a giant like Procter & Gamble, it’s a sure sign of change in the mainstream marketplace.

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