When it comes to tackling the ubiquitous problem of plastic waste, the only solutions actually able to put a dent in this urgent environmental crisis are the ones that encourage reducing and reusing plastic in the first place. That’s why here at The Optimist Daily we are always happy to share these types of solutions with you!

The latest that we’ve come across was developed by EarthSuds — an innovative new startup based in Ontario, Canada, that was recently selected by National Geographic as one of the top 10 global solutions to addressing ocean plastic waste.

EarthSuds’ main target is the mini toiletries that are found in virtually all hotels, the majority of which are sent to landfills because they are too hard to recycle. In North America alone, about 5.7 billion of such plastic items end up in landfills. And the urgency of the problem has also been recognized by the state of California, which last October introduced a new bill that will ban hotels from providing mini toiletries in plastic bottles by 2033. The problem is that a similar ban on a global scale is unlikely to take place in the near future.

But that’s where EarthSuds’ innovative solution comes in: single-use shampoo, conditioner, and body wash cubes that could be used by the hospitality industry as well as by people traveling or at home who wish to reduce their plastic footprint. The small cubes break down with water and pressure, giving users a foamy lather to wash their bodies and hair as usual.

The cubes can be purchased in a variety of package sizes. Individuals will want larger boxes to support their own hair-washing needs, while hotel and short-term rental owners can opt for smaller packs with 3 cubes each of shampoo, conditioner, and body wash for guests to use. Special travel cases are also available because, as with all solid skincare products and cosmetics, they’re TSA approved.