The white whale big toothpaste has been chasing doesn’t revolve around nailing the perfect, minty aftertaste, nor is it getting that fifth dentist to sign onto your product—it’s creating a recyclable tube. While brands have made some headway in recent years, the problem is that the Colgate’s and Tom’s of the world haven’t been that creative when it comes to reengineering the packaging.

So why not do away with the tube entirely?