# Steel Beauty Brands are increasingly utilizing stainless steel in their products & packaging. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Sep 19, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/steel-beauty ## Key Figures - Trend score: 5.5/10 - Evidence articles: 11 ## What is the Steel Beauty trend? **Steel Beauty:** In order to meet their sustainability goals, some companies are launching reusable and refillable stainless steel product packaging. Other brands are employing the material as a functional feature in their offerings. ## The consumer insight behind the Steel Beauty trend Conscious about the environment, as well as their overall wellness needs, consumers are creating a demand for high-quality products that utilize premium materials. As a result, when making purchasing decisions, individuals are emphasizing high-end experience that affords them accessible luxury. This, in turn, allows them to gain more confidence and feel more at peace with their lifestyle choices. ## At a Glance - Evidence: 11 featured examples - Articles from: Jul 1, 2019 to Mar 7, 2023 - Published: Sep 19, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Steel Beauty trend ### Stainless Steel Packaging Sustainability goals are pushing companies to launch reusable and refillable stainless steel product packaging. ### Refillable Products Brands are offering refillable deodorant packaging and other reusable products to reduce plastic waste. ### Cooling Stainless Steel Applicators Facial serums and eye rollers are being paired with cooling stainless steel applicators for a more luxurious user experience. ## What the Steel Beauty trend means for industry ### For Beauty & Personal Care The use of stainless steel packaging and refillable products is disrupting the beauty and personal care industry by providing sustainable alternatives. ### For Home Goods The trend of reusable and refillable packaging is shifting towards home goods, with a focus on high-quality, long-lasting products. ### For Consumer Goods The use of stainless steel and other premium materials is becoming more popular in consumer goods as consumers seek higher-end experiences. ## Workshop question How might your brand combine accessibility and luxury in your product/service? ## Trend signals for Steel Beauty Trend score 5.5 out of 10, from popularity 77%, activity 75%, freshness 15%. - Popularity: 77% - Activity: 75% - Freshness: 15% ## Examples of the Steel Beauty trend 11 featured examples from Jul 1, 2019 to Mar 7, 2023. - [Aluminum-Free Refillable Deodorants](https://www.trendhunter.com/trends/refillable-deodorants): Dove Refillable Deodorant Comes in a Stainless Steel Case (Category: Eco) Implication: Refillable deodorants and sustainable packaging are disrupting the personal care industry as environmentally conscious consumers demand more eco-friendly options. - [Steel Deodorant Packaging](https://www.trendhunter.com/trends/deodorant-packaging): Noniko's Packaging Supports a Vision for a Plastic-Free Business (Category: Eco) Implication: Noniko's sustainable deodorant packaging and natural ingredients offer a new standard for sustainable and eco-friendly personal care products. - [Refillable Deodorant Products](https://www.trendhunter.com/trends/unilever-2): Unilever Introduces the Refillable Packaging for Dove Deodorant (Category: Eco) Implication: Companies operating in the personal care industry can explore the use of refillable packaging to appeal to eco-conscious consumers. - [Reusable Plastic-Free Deodorants](https://www.trendhunter.com/trends/lifelong-deodorant): 'Lifelong Deodorant' is Refillable and Washable (Category: Fashion) Implication: The personal care industry should explore more sustainable packaging options to appeal to eco-conscious consumers who are looking for plastic-free alternatives. - [Bi-Directional Steel Razors](https://www.trendhunter.com/trends/mowbie): Mowbie's Detail Trimmer Provides Painless Hair Removal (Category: Fashion) Implication: Companies in the men's grooming industry can invest in developing more efficient and versatile grooming tools such as bi-directional steel razors for targeted hair removal and inc… - [Undereye Gel-Cream Rollers](https://www.trendhunter.com/trends/power-nap-eye-roller): The HIDE Power Nap Eye Roller is Cooling & Revives Tired Eyes (Category: Fashion) Implication: Opportunity for the beauty industry to develop new products for the undereye area that are hydrating, refreshing, and anti-aging - [Precious Massage Rollers](https://www.trendhunter.com/trends/crystal-massage-roller): COSMOGEN's Crystal Massage Rollers Refresh Skin for a Radiant Appearance (Category: Fashion) Implication: Opportunity for skincare brands to incorporate crystal massage rollers for enhanced beauty treatments. - [Rolling Serum Packaging](https://www.trendhunter.com/trends/ultimate-miracle-worker-fix): Philosophy's Ultimate Miracle Worker Fix Doubles as an Applicator (Category: Fashion) Implication: An industry that can leverage the trend of next-gen face serum rollers by developing innovative skincare products with unique packaging designs. - [Caffeine-Infused Eye Serums](https://www.trendhunter.com/trends/revitalift-serum): L'Oréal Paris' Revitalift Serum Uses a Stainless Steel Applicator (Category: Fashion) Implication: As skincare continues to trend, there is an opportunity for companies to invest in the development of new and innovative skincare products that incorporate caffeine and other simi… - [Zero-Waste Mascaras](https://www.trendhunter.com/trends/zerowaste-mascara): Izzy's Zero-Waste Mascara is Certified CarbonNeutral (Category: Fashion) Implication: Beauty and personal care businesses can adopt sustainable practices and create eco-friendly products, such as zero-waste mascaras and other sustainable makeup lines that reduce wa… - [Contemporary Unisex Apothecary Products](https://www.trendhunter.com/trends/apothecary-products): KITH and (MALIN + GOETZ) Collaborate on the Vapor Range (Category: Marketing) Implication: Fashion brands partnering with apothecary companies can disrupt the beauty and personal care industry. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)