Top eight beauty brands venturing into the world of aluminium

Aluminium has incredible advantages in the packaging sector when it comes to providing solutions for cosmetics, washroom essentials and perfumes, with sustainability being the most important factor. According to research by Stanford University, recycling aluminium demands 95% less energy than producing it from raw materials, which is a significant win for the planet. Additionally, unlike its nemesis, plastic, the non-ferrous metal can be recycled forever without depleting the original characteristics of the element. IAI claims that aluminium's infinite recycling properties have locked 75% of its total production in the global material loop.

The different types of aluminium solutions we find in the cosmetics packaging sector:

Refillable packaging – The type that creates a circular economy, wherein a user can refill their empty solutions at designated kiosks set up by the associated brand.

Brand initiative or statement – This is where brands use their packaging to create a positive emotional response in customers. They adopt 100% recyclable packaging solutions for their products and raise awareness through meaningful, sustainable actions, promoting material reuse.

Packaging collaborations – In such cases, large brands are tied in partnerships to provide the best quality packaging solutions for their niche customer base.

Aluminium packaging can be a perfect choice for cosmetics companies that want to augment revenue generation while keeping the environment safe and carbon-free. The foreseeable impact can be measured by applying intelligent design techniques, appropriate materials, creative concepts, and working with experienced partners.

Some of the important brands moving toward a sustainable future with aluminium:

In March 2023, Benefit, a luxury skincare brand, released its latest line of six POREfessional pore care products in recyclable aluminium packaging. These items aim to reduce, clean, and smooth the appearance of pores and are delivered in an aluminium bottle with a recyclable pump. The packaging box is made from FSC-certified paper. Additionally, the company introduced their clay mask, Deep Retreat, which comes in aluminium tins. This is a positive step in the cosmetics industry as most face masks are packaged in plastic containers or single-sized plastic wrappers.

The next month Ere Perez Natural Cosmetics, an Australian beauty brand, introduced a new eco-refillable compact made entirely of aluminium. This compact is free from materials that are difficult to recycle, such as magnets, glues, labels, paint, closures, and plastics. When purchasing the Corn Setting Powder or Rice Powder Bronzer, customers will receive the Eco-Makeup Wheel, a refillable single-material compact case made only of endlessly recyclable aluminium.

As early as 2021, The Body Shop Canada launched a nationwide refill program that provides customers with refillable aluminium bottles for popular shower gels, shampoos, conditioners, and hand washes. The program aims to combat the global plastic crisis by encouraging customers to switch to refillable aluminium bottles and prevent approximately 32 plastic bottles from ending up in landfills.

Recently, Colorbar, a well-known and affordable cosmetic brand in India, introduced their latest product, the 'Take Me As I Am' 3-in-1 lipstick. This eco-friendly and innovative lipstick is the first refillable one produced by the brand. It comes in 100% recyclable aluminium packaging and is highly pigmented, long-lasting, and vegan. The 'Take Me As I Am' lipstick range by Colorbar includes 20 shades, divided into two categories: Creme and Matte. The Creme variant has 12 radiant and beautiful shades, while the Matte variant offers eight refined and sophisticated options.

Chanel is making their Chance eau de toilette range more eco-friendly by using lightweight and recyclable anodized aluminium strips instead of galvanized polished brass. They partnered with a French manufacturer, g.pivaudran, to create the new aluminium strips. The flagship oval design will now feature this change.

La Bouche Rouge, a luxury cosmetics brand founded by Nicolas Gerlier, is committed to creating eco-friendly and recyclable packaging solutions. To achieve this goal, the brand has launched a collection of five upcycled fragrances, each housed in a collectable glass bottle that can be refilled with 100% recyclable aluminium tubes. By introducing this plastic-free and refillable range of fragrances, La Bouche Rouge aims to showcase how essential products can be formulated with 100% natural ingredients.

L'OCCITANE Travel Retail and Gebr. Heinemann launched the 'Gift of Nature' campaign at Frankfurt Airport, Germany, for four months. The campaign aimed to promote sustainability and included two 'nature positive' cloud stores at the airport's A and Z Terminals. The Middle East has already seen the official launch of the 'Gift of Nature' campaign, highlighting L'Occitane Travel Retail's association with aluminium and sustainability. All 'Gift of Nature' products are made from recycled aluminium, and a limited edition of the best-selling Shea Hand Cream (150ml) in a 95% recycled aluminium tube was created especially for the campaign.

O.U.i is a luxurious Brazilian fragrance brand that provides refillable eaux de parfum in recyclable aluminium bottles. The brand transitioned to aluminium to decrease the weight of the packaging during transportation. O.U.i is one of the seven brands under Grupo Boticário, a Brazilian cosmetics company that sells products in 16 countries.