Dutch wellness brand, Rituals, added Virgin Atlantic’s Upper Class to its growing list of airline partners for its amenity kits business last month.

Airlines have become an increasingly important to Rituals’ duty free and travel retail division as part of a strategy of “touching passengers at all their key points of travel”. Neil Ebbutt, Director Wholesale at Rituals Cosmetics, says: “The amenity kits we have put together for Virgin Atlantic contain the products that air passengers really value such as face and hand creams and lip balms.”

Rituals inflight presence before the Virgin Atlantic tie up included Qatar Airways, Iceland Air, TUI airlines, and Saudi Arabia Airlines.

Within DF&TR Rituals now ships to 25 countries and the brand has four standalone airport stores one airport spa (for hands and feet treatments), and more than 100 shop-in-shops as well as a presence on more than 100 cruise ships.         

Airport locations include Amsterdam Schiphol, London Stansted, Munich, Stockholm Arlanda, Copenhagen Kastrup, Zurich, Budapest, Frankfurt and Johannesburg.