P&G to launch waterless, plastic-free beauty brand DS3

P&G to launch waterless, plastic-free beauty brand DS3

Procter & Gamble is going big on the sustainability front with the launch of a new brand whose USP is ‘liquid-free’, according to a report published by the Cincinnati Business Courier.

The US FMCG giant’s new range will span home and personal care with cleansing bars designed for face, body and hair which it is billing as both environmentally friendly and convenient thanks to a proprietary process which eliminates water from the final product. The packaging is recyclable and biodegradable and formulators have avoided harsh chemicals.

The brand has been 10 years in the making and boasts more than 30 patents is expected to launch officially towards the end of the year with a sell-out debut on Indiegogo.

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  1. worth reading

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