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Eco Friendly Product Prize

Toothpaste Paper & Bamboo Toothbrush as a earth friendly choice

HOWA.INC / MiYO Organic


“Bamboo Toothbrush” and “Toothpaste Paper” are earth-friendly toothbrushing options. The toothpaste paper is made from a single amount of toothpaste used when brushing your teeth and foams up in response to saliva and water. It is convenient for amenities, disaster prevention, mountain climbing, and nursing care, and reduces plastic use by approximately 98% compared to conventional products.

Detailed explanation of the submitted project or idea.

■Story■ In December 2018, I picked up an amenity toothbrush at a hotel where I stayed one day and was astonished to realize once again that it is thrown away after only two uses, once at night and once in the morning. How many toothbrushes are trashed each day around the world?

That day was the catalyst for the development of an eco-friendly toothbrush. It was a struggle to find a toothbrush that was both affordable and high quality. Finally, after two years of work, the “Bamboo Toothbrush” was released in May 2020. Customers who were looking for a sustainable option were delighted, but asked us every time if we had a earth-friendly toothpaste.

Paste-type toothpaste hardens when exposed to air, so we couldn’t get rid of the plastic or aluminum container. So we changed our thinking and succeeded in using paper packaging by making the toothpaste itself papery, and released it as “Toothpaste Paper” in April 2022.


Comments from Judges

Noriko Ishizaka

President of Ishizaka Inc.

Eco Friendly Product Prize

Among so many products, here’s one with real global potential. Toothpaste Paper reduces plastic use by 98% and makes you wonder what would happen if we made the switch to paper worldwide. It’s also lighter and more portable, which can help to reduce the environmental impact of the hotel and travel industries. The idea of toothpaste that doesn’t come out of a tube has applications to other products such as paint. I wanted to try it for myself, but unfortunately it was sold out when I went to buy it. Hopefully there’s enough demand for it to reach the mass market in the future.

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