INTERNATIONAL. By the Beach Suncare has secured new travel retail listings at London Heathrow and Hartsfield-Jackson Atlanta International airports through Avolta, alongside listings onboard Royal Caribbean International, Oceania Cruises and Celebrity Cruises through Gebr. Heinemann, Diamonds International and HFDF.
The new listings build on By the Beach’s travel retail debut through Starboard onboard Royal Caribbean’s Legend of the Seas, the world’s largest cruise ship, which has capacity for up to 7,600 guests.
In August, the brand expanded its distribution across Royal Caribbean through Gebr. Heinemann to include Wonder of the Seas, Star of the Seas, Icon of the Seas, Utopia of the Seas, Independence of the Seas and Odyssey of the Seas.
The cruise roll-out continued with debuts onboard Oceania Vista and Oceania Riviera through Diamonds International, followed by an additional listing with Celebrity Beyond through HFDF and an activation on Norwegian Joy in November.
By the Beach Suncare is a sensorial, fragrance-first SPF brand founded by beauty industry veterans Jessica McGratty-Singer and Andrew Glass.
McGratty-Singer said: “I started my career in travel retail and was lucky to learn from my father when I joined the family business in 2011. It is also how I met my co-founder, Andrew Glass, so having a brand we co-founded enter this space is truly a dream come true.
“I am incredibly grateful to our partners and the amazing staff who sell By the Beach with such passion. The brand’s bright, playful and eye-catching approach makes it a natural fit for travelers of all ages, and we believe this is just the beginning of our journey.”
The expansion also places By the Beach in two high-traffic international gateways, London Heathrow and Hartsfield-Jackson Atlanta International Airport, which serves approximately 250,000 to 300,000 passengers daily.
Travellers can discover the brand’s scents and textures through product testers at each location, with staff supported by in-person and virtual training.
A Sunny Days cap is also offered as a gift with purchase to guests buying two products across nearly all participating cruise programmes.
Each location features a tailored selection of By the Beach products, with most featuring the brand’s three core scents across its SPF30 Face & Body Creams and SPF30 Face & Body Dry Oils: Citrus Crush, Candy Clouds and Melon Daze.
The Starboard debut showcased a compact four-ounce cream format, alongside the brand’s existing four-ounce dry oils.
The line-up features hydrating, fast-absorbing formulas offering broad-spectrum UVA and UVB protection, delivering an invisible finish without leaving a white cast or heavy, greasy residue.
Glass said: “We’re incredibly excited to see By the Beach expand onboard some of the world’s most iconic cruise ships. Our goal has always been to make sun protection feel more joyful and sensorial, and we’re thrilled to introduce that experience to travellers while they’re in a vacation mindset.”
By the Beach noted its plans to introduce additional formats and travel retail sets, including the Sunsetter After-Sun Serum, Sunny Daze SPF50 Illuminating Solid Serum and Endless Summer kit.
The company is also exploring hotel and airline partnerships for 2027, including an in-room hotel model that would give guests convenient access to suncare during their stay. 🛳️
