NEW YORK — Good brushing habits add up, but not always in a good way, according to Colgate, which is taking aim at plastic waste by introducing a manual toothbrush with a reusable handle.

Called Colgate Keep, the manual toothbrush has a snap-on replaceable brush head and a reusable aluminum handle. Colgate says the result is a manual toothbrush that contains 80% less plastic. That reduction could really add up — Colgate says that more than 495 million adult manual toothbrushes were purchased in the U.S. in 2020 and will likely end up in landfills because they cannot be easily recycled. Due to their small size, mix of materials, and limitations in municipal recycling capabilities, toothbrushes are not accepted in typical recycling streams.

Colgate says it has nevertheless recycled more than 5 million toothbrushes and other oral care items, diverting waste from landfills, via a partnership with TerraCycle. But the company says Colgate Keep provides an easier solution.

Keep will come with two bristle variants (Deep Clean with Floss-Tip bristles and Whitening with spiral polishing bristles), as well as a cheek and tongue cleaner on the back of the brush head to get rid of more bacteria. It features a replaceable head that uses 80% less plastic than traditional Colgate manual toothbrushes as well as a lightweight 100% aluminum handle that is long-lasting and comes in two colors, navy or silver. The outer cardboard packaging is made with 60% recycled content, all of which is recyclable.

As part of Colgate’s 2025 Sustainability & Social Impact Strategy, the company is focusing on three ambitions: promoting well-being and inclusivity; helping people develop healthy habits; and preserving and improving the environment. Among the company’s social and environmental sustainability actions, a key target is to cut the amount of toothbrush plastic waste in half by 2025. Additionally, the company will eliminate one-third of new plastics as part of the transition to 100% recyclable, reusable, or compostable plastic packaging by 2025.

“The Colgate brand is in more homes than any other, so we can and we will create a healthier, more sustainable future for all,” says Dana Medema, vice president and general manager at Colgate-Palmolive. “That’s why in Colgate’s 2025 sustainability goals, we pledge to reduce plastic waste from toothbrushes by 50%. The launch of Keep is just one step towards our goal, with 80% less plastic vs. comparable Colgate toothbrushes. We know we have many more strides to make towards a zero-waste toothbrush future and are proud to be starting here.”

Colgate Keep Replaceable Head Manual Toothbrush

• MSRP: $9.99 for starter kit (1 handle, 2 heads)
• MSRP: $4.99 for refill kit (2 heads)
• Available online and at major retailers nationwide including Target and Amazon