By the Beach Suncare Expanded Retail Reach
The skincare brand has launched products across several major cruise lines and international airports.
Updated on Sept. 26, 2026 in Cruises
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By the Beach Suncare has expanded its retail footprint to include multiple cruise lines and major transit hubs like London Heathrow and Hartsfield-Jackson Atlanta. The brand now offers four-ounce cream formats through partners including Avolta, Gebr. Heinemann, and Diamonds International.
Why it matters
This expansion brings specialized sun protection directly to travelers during peak vacation transit and onboard cruise vessels. The partnership strategy leverages high-volume hubs to increase brand visibility among leisure passengers.
The brand launched a four-ounce cream format at locations serving venues like Hartsfield-Jackson Atlanta International Airport, which sees 250,000 to 300,000 daily passengers. Passengers purchasing two products at participating cruise locations receive a complimentary cap.
The players
By the Beach Suncare
This company specializes in sun protection products and has recently shifted its focus toward expanding into travel retail channels.
Jessica McGratty-Singer
She is a key figure who joined the family-run business in 2011 and oversees its strategic growth.
Royal Caribbean International
This global cruise line operates a massive fleet of ships and is a primary partner for the new retail expansion.
The details
The brand is now available on Royal Caribbean International, Oceania Cruises, and Celebrity Cruises, including ships like Icon of the Seas and Oceania Vista. To support the launch, staff have received in-person and virtual sales training, while testers are available at each location for travelers to sample scents and textures.
Timeline
Jessica McGratty-Singer joined the family business in 2011.
The brand expanded its Royal Caribbean presence in August 2026.
Brand activation is scheduled to occur aboard the Norwegian Joy in November 2026.
The company plans to explore hotel and airline partnerships in 2027.
Travel Outlook
This move mirrors the broader trend of premium skincare brands securing exclusive retail space within the high-traffic cruise and airport ecosystem. It marks a departure from traditional street retail, placing the brand directly into the path of leisure travelers during their vacation cycle.
Travelers can now sample and purchase sun care products directly at airports and onboard select cruise ships rather than packing extra liquids. Those looking for incentives should note that purchasing two products at participating cruise locations currently includes a free branded cap.
The takeaway
Travel retail expansions allow brands to reach consumers at the exact moment they need protection from the sun. By incorporating testers and staff training, the brand aims to convert casual vacationers into long-term customers through direct product experience.
What happens next
The company is scheduled to launch its products aboard the Norwegian Joy in November 2026, followed by a broader exploration of potential hotel and airline partnerships throughout 2027.
Further reading
For more on the latest trends in passenger experiences, visit our Cruises section.
Source note: This article includes information reported by TRBusiness - Travel retail news, duty free news and business data.
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Do you trust the quality of skincare products sold at airports or on cruise ships?
