Nuud Partners with rePurpose Global to Combat Plastic Waste Epidemic

Amsterdam, June 8 2021: nuud, the vegan anti-odorant brand that strives to better the world by changing our deodorant habits, partners with rePurpose Global to reduce nature-bound plastic waste . Minimizing their ecological footprint and reducing plastic waste has been key in nuud’s practices since its founding. However, with this partnership, nuud takes its battle against plastic waste a step further by donating part of its sales to directly fund the collection, processing, and reuse of twice as much nature-bound plastic waste as it uses across its packaging and operations. By making this bold commitment, every nuud purchase will now carry a Negative Plastic Footprint.


By donating a percentage of every product purchase to plastic reduction efforts, nuud is enabling the removal of over 3,650 kg of low-value plastic waste otherwise landfilled, burned, or flushed into the oceans every year. Through its partnership with rePurpose Global, the company is supporting rePurpose Global impact project in Aurangabad, India to collect and process hard-to-recycle waste streams otherwise too low value to be reclaimed from the environment, such as chocolate wrappers, chips packets, and similar flexible packaging items. 


By going Plastic Negative, nuud is not only tackling a $30bn/yr funding gap that plagues recycling supply chains worldwide, but is also adding a crucial income stream for over 2,200 waste pickers and their families in Aurangabad, India. Today, informal waste workers often earn less than $5/day, work in precarious conditions, and face severe discrimination despite providing a crucial societal service for cities across the developing world. Through this initiative, the company is boosting these waste workers’ income by attaching value to hard-to-recycle plastics, while supporting experienced recycling social enterprises which holistically uplift ex-waste pickers through occupational safety, health insurance, and skills training. 


As a prominent player in the personal care sector, nuud recognizes the grave threat that plastic pollution poses to the future of our planet and is planning to take further action against this epidemic.

We have seen the devastating amount of waste generated every day by our industry. It is no longer enough to simply offset what’s equivalent to our ecological footprint. Instead, we need to go beyond mitigating our harm. The desire to create a positive impact beyond our own waste footprint is what led us to commit to earning rePurpose Global’s Plastic Negative Certification. To us, the urgency of this crisis was impossible to ignore and we decided to step up—for ourselves and even for our competitors who aren’t yet taking climate action. Our planet needs us now and nuud is taking strong strides to protect her.

Martijn van Seters, co-founder and CEO

Since its founding in 2017, nuud has committed itself to sustainability.

From the beginning, we have had a clear vision on sustainability: using no deodorant at all is best, after that comes nuud. We don’t use propellants or canisters but bioplastic tubes made from sugarcane and we ship CO2 neutral worldwide in biodegradable boxes. All this helps in minimizing our ecological footprint and reducing plastic waste; partnering with rePurpose Global was a very logical next step in furthering our impact

Wilbert Leering, co-founder and Creative Director

“Planetary protection should be at the core of every business. It’s so refreshing to see  nuud push the boundaries on tackling the plastic waste problem,” said Aditya Siroya, co-founder and Chief Impact Officer of rePurpose Global, the world’s first Plastic Credit Platform helping people and companies take genuine climate action by financing the removal and recovery of nature-bound plastic waste worldwide. The social enterprise co-designs and executes waste management and economic empowerment projects with a network of impact partners across 3 continents and 8 countries, including India, Indonesia, Kenya, Sri Lanka, Ghana and Colombia. 

About nuud

Nuud is a Dutch direct-to-consumer anti-odorant scale-up. The founders of nuud believe it’s time for a change in the deodorant world. So they’re turning the industry around and resolving all the major disadvantages of deodorant-use in one go with a revolutionary ‘anti -odorant’ formula. The hyper-concentrated cream is based on natural ingredients and packaged in a tube made out of sugar cane; it is both highly effective and has minimal impact on the environment.


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