With Planet KIND, its new shaving and skincare line, the P&G-owned brand is embarking in a new journey toward increased sustainability.

Sustainable packaging

Planet KIND packaging is recyclable and made with 85% recycled paper, 85% recycled plastic or infinitely recyclable aluminum. The lineup also includes a razor handle made with 60% recycled plastic.

Furthermore, the brand has partnered with Plastic Bank, a for-profit social enterprise founded and based in Vancouver, British Columbia, that builds recycling ecosystems in under-developed communities in an effort to fight both plastic pollution in oceans, as well as high poverty levels. “Every Planet Kind product purchased will prevent 10 plastic bottles from entering the ocean,” claims the brand.

In the first year of this partnership, Planet KIND’s goal is to prevent 10 million plastic bottles from entering the ocean.

Nationwide U.S. launch

The Planet KIND lineup includes a razor and blades, moisturizer, face wash and shave cream, available at Target stores in the U.S., on Target.com and planetkindbygillette.com.

Features include:

- A durable razor handle made to last with 60% recycled plastic (made from rPET, like water bottle plastic), which can be used for years.
- One Planet KIND razor handle contains the equivalent of one recycled water bottle.
- Razor with two cartridge refills can be purchased for $9.99.
- Razor cartridges with five high quality blades that glide effortlessly over skin for a close, smooth and gentle-on-skin shave. Each cartridge is good for up to one month of shaves.
- Four-count cartridge refills can be purchased for $9.99.
- Eight-count cartridge refills can be purchased for $20.00.
- Dermatologist-tested moisturizer, face wash and shave cream made without parabens, SLS sulfate, alcohol or dyes. The moisturizer and face wash bottles are made with 85% recycled plastic, and the shave cream jar is made with infinitely recyclable aluminum.
- Moisturizer, face wash and shave cream can be purchased for $7.99 each [1].
- Planet KIND packaging can be recycled through most curbside municipality programs, and both the blades & the handle are recyclable through Gillette’s Razor Recycling Program in partnership with international recycling leader, TerraCycle.
- Through this program, consumers can send in all brands of blades and razors, including razor systems, disposable razors, replaceable-blade cartridge units, rigid plastic packaging and flexible plastic bag packaging.

The launch of Planet KIND supports Gillette’s 2030 Sustainability Goals to have 100% of Gillette packaging be recyclable by 2030 and to increase the use of post-consumer recycled content for products.

At the beginning of the year, Procter & Gamble had to terminate their planned merger with subscription-based ’female-first’ body care brand Billie, as a result of a U.S. Federal Trade Commission complaint filed in December.