Oral care products and especially toothpastes, are vital for the human daily hygiene. Nowadays tooth brushing is, without a doubt, an integral part of preventative dentistry, but on the other hand the extensive use of toothpastes has a great impact on the environment. Traditional toothpaste tubes have many negative aspects, in terms of usage and recycling. Their modest size, mixed and merged materials, remnant toothpaste inside toothpaste tubes and other tube based containers, make them difficult to disassemble and recycling almost impossible. The main objective of this study, is to investigate the disadvantages of the toothpaste packaging and the proposal of new innovative packaging solutions, which will not only reduce the environmental impact that traditional toothpaste tubes cause, but will also be user-friendly. In this paper, a combination of literature survey and market research is being presented. Finally, based on the findings and well-established techniques, a number of innovative, user and environmental friendly toothpaste packaging is proposed.