The beauty industry is getting more sustainable by the day, from mega players to indie start-ups—and it’s about time. Ironically, the beauty industry can get ugly when it comes to waste—it alone contributes up to 120 billion units of plastic packaging a year (90% of which doesn’t get recycled), and each day, more brands are pledging to reduce their carbon footprint and make concerted efforts in their production process to prioritize sustainability. Today, Native—yes, the brand behind that sleek white tube of deodorant in your medicine cabinet—announced a first-ever move of its kind: plastic-free packaging. “Sustainability is top of mind for the Native customer,” says Katie Weltz, senior manager of partnerships at the brand. “We have seen an explosion in requests for sustainable offerings, specifically plastic-free packaging.” The new deodorant packaging is made from 100% paperboard and 0% plastic, comes in plastic-free bag made with 100% recycled paper, and houses the same aluminum-free formula inside in five scents: Coconut & Vanilla, Lavender & Rose, Cucumber & Mint, Charcoal, and Citrus & Herbal Musk. This move is a part of the brand’s larger initiative, “Plastic-Free by ’23,” which aims to provide even more sustainable packaging options by the end of 2023. So far, the brand also makes body washes, bar soaps and toothpaste, so we’re expecting the rest will soon follow suit (though we’re curious to see how one makes a plastic-free body wash container that doesn’t turn soggy…). Regardless, it’s a step in the right direction, and hopefully a sign of a shift towards sustainability and responsibility in the beauty industry as a whole.