WOW Skin Science has introduced paper tube packaging for the first time for its Vitamin C Face Wash. This is a novel initiative in India and the brand aims to reduce plastic usage through it.

Called the #EkChotiSiShuruwaat, the initiative comes under the brand #WOWGreenHands, where it endeavours to adopt a sustainable approach for a plastic-free society.

The brand is using Forest Stewardship Council Certified paper with a high burst strength and low COBB value. This makes the packaging stable and strong in humid weather too. Through this new packaging, the brand is using 45% less plastic at source, making way for a greener future.