Clean beauty brand NCLA Beauty, represented by TR Partners in travel retail, is launching across seven airports and three seaport locations in the Americas with 3Sixty Duty Free.
Locations include Fort Lauderdale, Orlando, Dallas, Newark, Ontario, Charlotte and Philadelphia airports in the US as well as seaports in Mahahual, Cozumel and Progreso in Mexico.
Founded by sisters Elin and Anh-Thu Dannerstedt, the independently owned brand made its travel retail debut at last year’s TFWA World Exhibition in Cannes with TR Partners, showcasing its all-natural products geared towards Millennial and Gen Z customers.
The brand has 270,000 followers on Instagram. Its portfolio comprises lip, body and nailcare products that are clean, refreshing and effective, and come in colourful packaging
The brand has created a dedicated travel retail-exclusive line with the first release being a Lip Care Set.
Elin and Anh-Thu Dannerstedt commented: “After a fantastic TFWA World Exhibition and Conference in Cannes, with the support of our representatives in global travel retail TR Partners, we are delighted to have partnered with 3Sixty Duty Free.”
3Sixty Duty Free Vice President Perfumes & Cosmetics Jeanine Pollakusky added: “At 3Sixty, we are thrilled to embark on this exciting journey with NCLA Beauty bringing a touch of glamour to travellers across the Americas. Our partnership is not just about opening stores; it is about curating an experience that transcends borders. As we unveil seven airport and three seaport destinations – together, we aim to redefine beauty in travel retail.”
TR Partners Managing Director Vincent McDermott added: “Sometimes replicating what is already available on the local market is not enough in travel retail. We have partnered with NCLA Beauty on developing a qualitative Lip Care Set that exfoliates and moisturises dry and cracked lips, as a result of the conditions they experience as they travel.”
In this Q&A, the Dannerstedt sisters discuss the beginnings of NCLA Beauty, its appeal to younger consumers and why, a little over a decade since its launch, it is now ready to take over the travel retail channel too.
How did NCLA Beauty begin?
Elin Dannerstedt: I stared NCLA Beauty in 2010, when our entire inventory fit in a small closet of my studio apartment. I remember thinking how on earth am I going to sell all this inventory?
I knocked on doors of local retailers and asked if they would be interested in carrying our products. Fast forward to over a decade later and now I’ve created the products of my dreams and am constantly creating and formulating more.
My mission is to create an ‘OMG’ moment for every time someone opens up one of our products. It’s true what they say, as long as you love what you do, you’ll never work a day in your life.
Ann-Thu Dannerstedt: When I started working at NCLA Beauty, I had just graduated high school. I’d take the train to LA and Elin and I would work nights, sometimes until 2am.
I slept on a couch in our studio apartment/warehouse that was dangerously close to a 10ft shelf stacked with boxes. Years down the line and dozens of product launches later, I can truly say that every step of the way was worth it.
My mission is to continue bringing customers clean, effective beauty products that evoke feelings from the way they smell, feel and look. I’m so thankful for this journey so far. We’re so proud to be a female and Asian/American-owned company.
What sets NCLA Beauty apart from other players in the wellbeing space?
Our brand stands out due to our vibrant and playful packaging along with our distinct scents. We aim to make clean beauty enjoyable and easily recognisable through our fun, nostalgic fragrances and attention-grabbing packaging.
How do you see the prospects for the wellbeing category and your brands in the channel as travel rebuilds?
We anticipate promising prospects as travel retail rebuilds. Our brand aligns well with the clean beauty movement and I see us catering to new travellers (Millennials & Gen Z) seeking to discover clean beauty brands such as ours.
How does your brand, and the wider wellbeing category, appeal to the next generation of travellers i.e., Millennial and Gen Z shoppers?
We use natural ingredients, offer affordable prices, and create practical products with exciting scents that encourage you to experience them all. Our focus is on making beauty enjoyable, providing easy-to-use grab-and-go items.
In your view, how can the new world of digital (from Metaverse to Web3) enhance the wellbeing experience?
Travellers now have access to wellness services that were previously unavailable to them. Whether it’s tips, videos or any other resources, everything can be found in the digital sphere and customers do their research.
Can you give us some insight into your recent performance in the channel?
Our debut at Cannes, the first travel trade show we participated in, garnered an incredible response from airline and airport store buyers. Our brand was perceived as vibrant and refreshing. Stay tuned for exciting updates about our upcoming launch in the channel, which we are doing in collaboration with TR Partners.
What role do you think the health & wellbeing category plays in travel retail?
We strongly believe that customers in the channel are looking for solutions to de-stress, relax and have fun. Curating a sub-category in beauty that is dedicated to promoting brands that enhance the aforementioned can only lead to incremental spend and store penetration.
In the future, I’d love to see experiences for travellers to learn more about our brand. We’d love to explore interactive ways to share our brand such as sampling, educational experiences and more. ✈
Click the YouTube video above to watch our Moodie Davitt Video View interview with TR Partners Managing Director Vincent McDermott and NCLA Beauty Founders Elin and Anh-Thu Dannerstedt.
