[FEATURE] Liht Organics Strengthens Global Travel Retail Ambitions

Liht Oraganics
[FEATURE] Liht Organics Strengthens Global Travel Retail Ambitions

Liht Organics strengthens global travel retail ambitions with new US facility and expanding travel retail distribution

by Laura Shirk | 

The New Jersey center is designed to support growing demand across the Americas and accelerate the development of travel retail-exclusive products

Liht Organics features at Australia's Cairns Airport Liht Organics features at Australia's Cairns Airport

Organic beauty brand Liht Organics is strengthening its global travel retail ambitions with the opening of a new fulfilment center in New Jersey, designed 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 fulfil orders in the region far more efficiently, significantly improving logistics and delivery times for retail and airline partners while providing greater flexibility in developing travel retail-specific formats and packaging.

The move comes as Liht Organics continues to build strong momentum in the channel following its debut at the TFWA Asia Pacific Exhibition & Conference in Singapore last May.

Founded by Nerissa Polke, the brand launched its range of certified organic makeup products to the travel retail sector at the event and has since secured several key inflight listings.

Among its early successes are listings with Singapore Airlines, Scoot and Air Asia, the latter recently adding the brand onto its domestic routes following international success.

The brand is also gaining traction in airport retail. A pop-up store at Cairns Airport in Australia is performing well with good feedback from customers, demonstrating the appeal of Liht Organics’ organic beauty proposition to travelers.

Best-selling inflight products include the brand’s lipsticks and primers, although the wider range has also performed well across categories.

Polke noted the brand sees global travel retail as a powerful platform to introduce its clean beauty proposition to a worldwide audience. “We’re incredibly excited about the future of Liht Organics in global travel retail,” she said.

“The channel provides a unique opportunity to showcase the brand to international travelers 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.”

Liht Organics features beauty products which are "good enough to eat"Liht Organics features beauty products which are "good enough to eat"


Liht Organics products are formulated with up to 90% USDA-certified organic ingredients and are vegan, gluten-free and cruelty-free. The formulations contain no nanoparticles, parabens or harmful chemicals, reflecting the company’s commitment to transparency and avoiding the “greenwashing” practices often seen in the beauty industry.

With the tagline “Organic makeup that’s safe enough to eat,” the brand aims to combine high-performance makeup with ingredients that support both personal wellbeing and environmental sustainability.

Polke said the concept for Liht Organics was born from her own personal experience. “The brand’s journey began with my battle against severe adult acne in my twenties,” she explained. “After years of medications and steroid injections, I was placed on a treatment that carried significant side effects, including depression and potential organ damage.

“That experience made me question why achieving healthy skin should come at the expense of overall health. Liht Organics was created to offer a different approach - makeup that delivers beautiful results while supporting wellbeing.”

Travel retail opportunity

According to the company’s travel retail Consultant Director, Richard Thorpe, Director RT Travel Retail, evolving consumer attitudes are creating strong opportunities for organic and sustainable beauty brands within the travel retail sector.

“The modern beauty shopper has changed significantly,” Thorpe said. “Travelers 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 travelers 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.”

International growth

Alongside its travel retail expansion, Liht Organics continues to build distribution in domestic markets around the world.

The company is increasing its Middle East footprint with major retailers including Faces and ULTA Beauty. “We’re thrilled at how Liht Organics is performing in the region,’ Polke said. “We had a very successful launch with ULTA in Dubai through Mall of the Emirates last month and the end of March sees the brand launch in Dubai Mall. We’re also working with them to roll out the brand in 80 stores all over the GCC over the next few years.”

Despite regional challenges, the company reports that sales are outperforming expectations, reinforcing confidence that strong domestic growth will help support future travel retail listings in the region once market conditions stabilize.

Liht Organics is also currently in discussions with several travel retail operators across Asia, Europe and the USA, while identifying significant opportunity in the cruise sector as the brand continues to expand its global footprint.

While Liht Organics has taken a strategic decision to not exhibit at key travel retail shows this year, Polke emphasizes 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. 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.”

 

Read the original content: Global Travel Retail Magazine

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