Singapore-based Organic cosmetics brand Liht Organics has partnered with Florida-based International Brand Builders (IBBI) to expand distribution in the Americas.
The specialist sales agency, which focuses on clean beauty brands, will represent the full Liht Organics portfolio across the USA, Caribbean and Latin America.
The partnership follows the recent opening of a new Liht Organics fulfilment centre in New Jersey to support increasing demand across the region and facilitate the development of travel retail-exclusive (TREX) products.
Through the agreement, Liht Organics and IBBI will pursue opportunities with domestic and travel retailers, supporting the company’s ambition to establish one of the first certified organic cosmetics brands with an expansive footprint in global travel retail.
IBBI will represent the complete Liht Organics range, including recent innovations such as the Pore Perfection Primer.
Liht Organics Founder Nerissa Polke commented: “Our partnership with IBBI represents a milestone in our global growth strategy. As consumers become increasingly conscious about what they put on their skin, we are seeing growing demand for genuinely organic beauty products that deliver both performance and transparency.
“IBBI’s expertise, relationships and understanding of the beauty landscape across the Americas make them the ideal partner to help us introduce Liht Organics to a wider audience and strengthen our position within both domestic and travel retail markets.”
“The IBBI team sees this as a perfect addition to our focus on clean beauty, and one of the first organic brands available in the channel,” added IBBI Sales Director Astrid Steinhaeuser.
“We look forward to presenting it to our key retail partners, both in travel retail and domestic (US, Caribbean, LATAM). We already know that many retailers are looking past clean for organic as it is a future trend that already has a strong following.”
Liht Organics Travel Retail Consultant Director Richard Thorpe added: “The response we received in Singapore [from retailers visiting TFWA Asia Pacific] exceeded our expectations and further validates the growing demand for clean and organic beauty products across travel retail.
“We were particularly encouraged by the enthusiasm shown by airport retailers throughout the region, many of whom are actively seeking brands that offer more transparency, sustainability and authenticity.
Today’ traveller is increasingly informed about ingredients and wants products that align with their values, creating an important opportunity for brands such as Liht Organics.”
Liht Organics products are formulated with up to 90% USDA-certified organic ingredients and are vegan, gluten-free and cruelty-free.
The formulations are free from nanoparticles, parabens and other potentially harmful chemicals, reflecting the brand’s focus on ingredient transparency and certified organic standards.
Positioned under the tagline, ‘Organic makeup that’s safe enough to eat’, the brand combines high-performance cosmetics with ingredient-led formulations which support consumer wellbeing and environmental sustainability.
Liht Organics believes growing consumer demand for transparency and traceability is helping to drive a shift beyond conventional clean beauty claims towards certified organic alternatives that provide greater levels of assurance and authenticity. ✈
Click here to read and listen to the debut episode of ‘Redefining the Flightpath: Women in travel retail and aviation speak’ with Liht Organics Founder Nerissa Polke
