Nuud Deodorant

A Nuud family pack / Source: Nuud

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4 MINUTE READ

Sophie Benson

WHAT WE SAY:

There are 24.4 trillion pieces of microplastic in the world’s upper oceans, with a weight equivalent to 30 billion, 500 millilitre plastic water bottles. Plastic has no place in our oceans, yet 90% of beauty products contain invisible microplastics, which are then washed straight down the drain.

Nuud bucks the trend. The ‘anti-odorant’ formula was microplastic-free from the start, just one of a roster of environmentally focused design decisions. Is it perfect? Not quite, and we feel some of its claims are overstated – on the bioplastic packaging especially – but the company is highlighting an issue that few personal care brands want the public to know. Packaging aside, the use of microplastics within formulations is endemic and needs to stop.

KEY FACTS:

Since its launch in 2017, Dutch brand Nuud has created natural, vegan 100% microplastic-free deodorant. Each nuud deodorant consists of 10 ingredients: silver, coconut oil, castor oil, zinc oxide, almond oil, mineral clay, vegetable emulsifier, castor oil extract, vegetable mix-enhancer and carnauba wax.
Plastic-based ingredients are often used by the beauty industry as an inexpensive filler, sought after for their smooth feeling on the skin. Nuud has forgone all plastic ingredients in favour of natural ones that deliver the same results. While its market position is focused on what it does not include in its formulas, it is transparent about what is in them too.
In order to further avoid the use of plastic, Nuud makes its 20 millilitre tubes, caps and applicators from sugarcane bioplastic. It claims there is “zero chance of it ending up in nature” as it is 100% recyclable, however, this would depend on appropriate, responsible disposal of every single tube, which cannot be verified with such certainty. That is not a reality.
This kind of bioplastic has a better feedstock (beginning of life) than fossil fuel plastic, but its end-of-life is very similar – breaking down into microplastics that exist forever. With such care taken on the formula, the packaging itself is a compromise.
To reduce packaging size and resource use, Nuud is highly concentrated and sold in small volumes. One application is designed to be effective for three to seven days, meaning one 20 millilitre tube lasts approximately 10 weeks.

The Magic Cap applicator is made from sugarcane bioplastic / Source: Nuud

Nuud is natural, vegan and 100% microplastic-free / Source: Nuud

DIVE DEEPER:

The first ever large-scale study of the presence of microplastics in over 7,000 cosmetic and personal care products found that just 13% were plastic-free.
Aiming to combat the seven kilograms of microplastics from cosmetics and personal care products, which end up in the European environment every minute, Nuud formulates its deodorant without any microplastics. Aluminium, fragrances, alcohol and nanoparticles are among other ingredients, which the brand does not include.
The impacts of microplastics include: the emission of GHGs, reduced carbon sequestration, bioaccumulation by marine fauna and flora, the dissemination of invasive species, interaction with soil fauna which can affect soil health and function, and behaviour changes in fish.
Since 2020, Nuud deodorant has carried the ‘Look for the Zero’ logo, a microplastic-free consumer guarantee conceived by the Plastic Soup Foundation.
Since 2018, several microplastic bans have come into effect. Countries with bans include Sweden, New Zealand, UK, Taiwan, Canada, India and China. Some bans, such as those in Italy, Ireland and France, only include rinse-off products and do not include deodorants, therefore, Nuud shows leadership by staying ahead of legislative requirements.
One 15 millilitre tube costs USD 15.95, while bulk packs offer savings. A Smarter Pack, containing two 20 millilitre tubes, costs USD 28.95, representing a 25% saving. A subscription service is also available.
Nuud’s other environmental commitments include: 100% vegan formulations, CO2 neutral shipment, a CO2 neutral website, and a Plastic Negative certification. While removal efforts are valuable, they should always be complementary activities, as offsetting can become a ‘get out of jail free card’ to continue to pollute or manufacture high-impact materials.
To date, Nuud has sold 2,110,448 units of deodorant worldwide.

"We believe that products you apply to your body daily should never harm your health or the world around us, and therefore, Nuud only contains ingredients and packaging materials that are as harmless and innocent as possible."

Nuud

Key Design Considerations:

Maintaining product efficacy

What do microplastics provide? If they provide a tangible effect such as exfoliation, consider how you will achieve this benefit without plastic. Could alternatives such as oats, sugar or jojoba seeds provide a similar user experience?

Delivering an enjoyable product experience

Are you taking behaviour change for granted? Nuud came to a stumbling block when its consumers did not love the idea of applying deodorant with their fingers. Subsequently, it had to release an applicator cap for touch-free use. What usage barriers might your product pose and how can you reduce the friction?

Replacing bioplastics

Aluminium offers a viable alternative to Nuud’s bioplastic tubes, as used by deodorant brand AKT London. Other options include Steel or Tin pots, sold with a spatula for applying the product to armpits. These metals can be easily recycled and products are often made from high quantities of recycled content.