Organic beauty brand Liht Organics has opened a fulfilment centre in New Jersey, USA to support growing demand across the Americas and accelerate the development of travel retail-exclusive products.
The new US hub will enable the company to service retail and airline partners in the region more efficiently.
The expansion follows a period of strong momentum for the brand in the channel since its debut at the TFWA Asia Pacific Exhibition & Conference in Singapore in May last year.
Liht Organics introduced its range of certified organic makeup at the event and has since secured a series of inflight listings with Singapore Airlines, Scoot and AirAsia. The latter recently extended the brand’s presence to its domestic routes.
The brand is also gaining traction in airport retail, with a pop-up activation at Cairns Airport in Australia delivering encouraging results and positive consumer feedback, Liht Organics said.
The beauty company is currently in discussions with multiple travel retail operators across Asia, Europe and the USA, while also identifying growth opportunities in the cruise sector.
Liht Organics Founder Nerissa Polke said: “We’re incredibly excited about the future of Liht Organics in global travel retail. The channel provides a unique opportunity to showcase the brand to international travellers who are increasingly conscious about the ingredients in the products they use, particularly when they are flying and exposed to dry cabin air and environmental stress.”
RT Travel Retail manages Liht Organics in the channel. Managing Director Richard Thorpe believes current consumer trends show strong demand for clean beauty brands such as Liht Organics.
“The modern beauty shopper has changed significantly,” Thorpe explained. “Travellers today are far more deliberate, informed and guided by their values than in the past. Instead of casually buying products at the airport, they’re now questioning ingredients, considering whether items are skin-safe, and thinking about whether those choices reflect their lifestyle.
“At the same time, the lines separating beauty, wellbeing and sustainability have become increasingly intertwined. That intersection is exactly where Liht Organics was designed to exist.”
Thorpe added that inflight beauty in particular is shifting towards products that support skin health during travel.
“Beauty for travellers today isn’t only about looking good on arrival – it’s also about feeling comfortable and cared for during the flight. Liht’s primers and foundations are designed to protect and nourish the skin against the dryness of cabin air, while the lip products focus on soothing and hydrating rather than causing damage.
“As people become increasingly aware of ingredients and sustainability, demand for genuine organic brands within travel retail is set to continue rising.”
While Liht Organics has taken a strategic decision to not exhibit at key travel retail shows this year, Polke emphasises that this no way reflects on the brand’s belief in the market. “We’ve been delighted at the initial response from the travel retail industry to our product range and are more than confident that 2026 will see a dramatic increase in our global footprint,” she commented.
“We’re taking steps to ensure that we are better able to meet all the opportunities that are being presented to us and our US investment is a key aspect of that. We’d like to thank everyone to date for their belief in us and our products.”
Liht Organics’ products are formulated with up to 90% USDA-certified organic ingredients and are vegan, gluten-free and cruelty-free. The formulations exclude nanoparticles, parabens and other potentially harmful chemicals, reflecting a commitment to transparency and avoiding so-called ‘greenwashing’ practices. ✈
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
