Introduction: In this opinion piece, Rituals Director of Travel Retail for EMEA & Americas Lotte Rozemuller explores the evolution of The Ritual of Karma – from its origins as a positivity-inspired bodycare line to a comprehensive suncare and wellbeing collection. She also reflects on how the Karma line’s growth mirrors a wider shift in traveller priorities with self-care and mindfulness now essential elements of the journey.
As travel rebounds stronger than ever, and with consumers seeking meaningful experiences beyond mere transit, our responsibility as a wellbeing brand is to meet their evolving needs.
The Ritual of Karma has long been a bestselling collection for Rituals Cosmetics in travel retail, and its rising importance underscores a broader shift: wellbeing and suncare are no longer afterthoughts for travellers, but essential aspects of their journey.
The history of The Ritual of Karma in travel retail reflects this transformation. Originally launched as an uplifting, positivity-inspired bath and body collection infused with lotus flower and white tea, it has expanded to meet the specific demands of summer holiday travellers with the introduction of an advanced suncare range.
In 2024, we updated this collection with a Hydra-Boost complex – featuring aloe vera, squalane and algae – to maintain skin hydration, elasticity and suppleness, particularly vital after prolonged sun exposure.
Our suncare products are water-resistant, free from mineral filters and suitable for all skin tones, catering to the diverse traveller population.
This summer, we proudly rolled out Karma activations across 150 key travel retail locations worldwide, spotlighting the entire Karma Suncare offering. We are also very active with our Karma collection through our hotel partnerships, with 1,600 hotels featuring the Karma range across 120,000 rooms.
These activations are more than product promotions; they are immersive experiences designed to engage travellers in the art of mindful summer skincare – empowering them to radiate positivity through self-care.
The increasing demand for wellbeing products like Karma Suncare aligns with global consumer trends. The worldwide suncare market is projected to grow significantly over the next decade, with a strong emphasis on multifunctional, natural and sustainable products.
Studies show travellers are increasingly prioritising skincare regimens that protect against UV radiation – recognising not only the immediate benefits but also long-term skin health.
Moreover, travellers are seeking seamless, non-sticky and effective suncare solutions that complement active lifestyles without compromising comfort.
In our experience, travel retail serves as the perfect platform to introduce consumers to transformative wellbeing rituals. With more than 700 shop-in-shops, partnerships with airlines and standalone stores in key international airports, Rituals is uniquely positioned to support travellers through every phase of their journey – whether prepping for sun-soaked adventures or winding down.
The Ritual of Karma embodies our brand ethos: that small daily moments of care and kindness ripple outward, creating positive energy in ourselves and the world around us. As travellers reembrace exploration, Karma invites them to do so with mindful protection and radiant confidence.
In conclusion, the rising importance of wellbeing and suncare in travel retail is not a fleeting trend but a fundamental shift in consumer values. Through The Ritual of Karma, we continue to lead this movement – helping travellers prioritise their skin’s health and their spirit of positivity wherever they go. ✈
