Most toothpaste tubes ever used still exist somewhere on Earth¹, and PÄRLA’s new Sky campaign wants consumers to rethink oral care.

PÄRLA, the dentist-founded oral care brand on a mission to eliminate plastic toothpaste tubes, is bringing its first-ever TV campaign, ‘Beautifully Clean Oral Care’, to screens nationwide this June, live and on-demand across Sky channels.

Backed by Sky Media’s Sky Zero Footprint Fund, which awarded PÄRLA £200,000 in advertising as a Disruptor category winner, the initiative uses creativity to raise awareness of plastic toothpaste waste and inspire more sustainable oral care habits.

In the UK alone, an estimated 300 million plastic toothpaste tubes are sent to landfill each year², with 20 billion discarded globally³. If placed end to end, the tubes thrown away annually would stretch around the world twice⁴. Most will take hundreds of years to break down⁵, contributing to growing levels of microplastic pollution in oceans and ecosystems⁶.

While many brands have introduced “recyclable” plastic packaging, challenges around recycling rates remain significant. According to The Big Plastic Count 2026, only 16% of recyclable plastic is actually recycled.

Founded by leading UK dentists Dr Simon Chard, Dr Rhona Eskander and Dr Adarsh Thanki, PÄRLA was created to challenge what the founders see as an outdated oral care category dominated by plastic packaging and harsh, artificial ingredients. The brand’s products are 100% plastic-free, B Corp certified and formulated using ethically sourced ingredients designed to support both oral health and whole-body wellness.

The campaign coincides with the launch of PÄRLA’s latest innovation, Pro-Whitening Plastic-Free Toothpaste, rolling out nationally across Waitrose, Ocado and Holland & Barrett this summer.

Created by Green, Black and White, ‘Beautifully Clean Oral Care’ explores the evolution of brushing our teeth, encouraging viewers to rethink the products they use every day. Through a bold and engaging creative approach, the advert highlights the scale of toothpaste tube waste before positioning PÄRLA as a modern alternative: dentist-designed, highly effective and completely plastic-free.

The campaign aims to drive meaningful consumer behaviour change at scale. PÄRLA estimates that if just 5% of the UK population switched to plastic-free oral care, it could prevent 15 million plastic toothpaste tubes from going to landfill each year^7.

Bruce Crouch, Co-founder at Green, Black and White, said: “At Green, Black and White we are delighted to have created an ad for PÄRLA that shows the insanity of toothpaste tube waste - and have fun with it! Thanks to PÄRLA and the amazing Sky Zero Footprint Fund for once again supporting sustainable businesses.”

Fiona Ball, Group Director, Bigger Picture and Sustainability at Sky, said: "Everyday routines like brushing our teeth can have a bigger impact than we realise, and they also present a powerful opportunity for positive change. PÄRLA’s campaign takes a familiar habit and reimagines it in a way that’s engaging, memorable and inspiring. We’re proud to support brands that use creativity to open up more sustainable choices and help make it easier for people to play a part in driving change at scale.”

Dr Simon Chard, CEO and Co-Founder, PÄRLA, said:“Too much of the oral care category still relies on plastic packaging, harsh ingredients and outdated formulations. As some of the UK’s leading dentists, we believed there was an opportunity to do things differently by combining science, sustainability and style to create products that are better for both people and the planet. Our first national TV campaign is about challenging everyday habits and showing that beautifully clean oral care doesn’t have to come at an environmental cost.”