Danish sustainable men’s grooming brand 99ML by Horstmann has teamed up with Dufry to launch its range of products at Sharjah International Airport and Kempegowda International Airport Bengaluru (where Dufry operates in a joint venture with Bangalore International Airport Limited).
Five brand sets, containing combinations of 18 individual 99ML men’s grooming products, are available at the airports through the leading travel retailer.
As the name 99ML implies, the entire range comes in travel-friendly formats. Founder & CEO Johan Horstmann said: “We are the world’s only brand that caters solely for airline passengers. The 100ml rule for airport security is a de facto standard in the world now and with the 99ML by Horstmann products in their hand luggage, male travellers are assured to have what they need for their trip, be it for business or pleasure.”
All products are vegan (certified by The Vegan Society) and are packaged in sustainably made materials.
The travel retail collection includes the Vital Travel Kit (containing premium quality Eau de Toilette, Facial Serum and Deodorant) and the Beard Grooming Travel Set (containing Eau de Toilette, Beard Shampoo and Beard Polish).
The brand packaging is designed with the Horstmann Family Coat of Arms from the year 1350.
Horstmann 99ML products are made in Italy’s Vicenza-Padua-Venice area, a region renowned for the manufacture of popular cosmetic products. The fragrance that runs through the products is developed in Milan.
Horstmann said: “We are over the moon to have Dufry as a key travel retail customer and given their great reputation, scope and size this is a landmark moment for the business after the difficult years of the pandemic – not the best time to build a new travel brand, but we kept believing and persistence has paid off.
“We have started out with Dufry in Sharjah and Bangalore, and the early sales are very promising, helped by our investment in Brand Ambassadors. We also have plans for activations in both locations.
“Dufry is already proving to be a hyper-professional retail partner and the potential is there to expand to many other locations around the airport world.”
Horstmann noted changing market dynamics, where men have traditionally spent just over 10% of purchases by women on toiletries and grooming. However, he said this is changing fast. Citing analysts’ forecasts, he said that from about US$140 billion in 2020, the market will grow to US$183 billion by 2027 – a combined annual growth rate (CAGR) of about +4%. The male hair care and shaving segments have an even faster expected CAGR of close to +5%.
Horstmann said: “With consumers demanding brands that put sustainability at the forefront, not least in travel retail, our products hit the mark with their vegan, organic and recyclable nature.
“With a premium look, attractive pricing and high-quality scents and ingredients for the products, these qualities combined are resonating with other travel retailers, and we look forward to announcing more new business in airport retail in the coming months.” ✈
