Body care prioducts in the Roame range spans niacinamide body wash, hydrating body lotion, body butter, hand cream and body mist.

Global travel retailer WHSmith is launching its first own-brand collection of travel-sized beauty products called Roame.

The range comprises more than 20 “feel-good minis” spanning face, body and haircare, including in-flight favourites such as sheet masks, hand cream and eye balm, alongside travel staples designed for everyday routines on the move.

Individual products range between 30ml to 100ml and are priced between £4-10 (approx US$5-13), making the range accessible for impulse purchase as well as planned travel essentials.

Roame is rolling out across WHSmith’s brand new flagship stores at London Heathrow Airport from March 2026, having launched in Terminal 4 on 19 March, with Terminal 3 to follow on 26 March, and Terminal 5 in April.

A wider rollout across the UK travel estate is planned throughout the year.

Haircare includes a gentle cleansing shampoo, hydrating conditioner and a 2-in-1 hair wash, alongside grooming products such as shaving gel and post-shave balm.

“Travel isn’t always seamless, and that’s exactly where Roame fits in,” said Anna Lloyd, Interim Managing Director at WHSmith.

“Customers are often looking for quick, reliable solutions in those in-between moments, whether they’ve forgotten an essential or simply want to treat themselves while travelling.

“Roame has been designed to make self-care easy and accessible, without compromising on quality, helping to make every journey better and reflecting how people travel today.”

The Roame range also includes impulse-led products such as lip balms, lip butters and multi-buy formats (including duos and trios).

The formulations feature ingredients such as niacinamide, squalane and hyaluronic acid, designed to hydrate, protect and support the skin during travel.

For face care, products include a hyaluronic acid face wash, micellar water, moisturising face cream, eye balm and sheet masks.

Alongside skincare, the range also features summer-inspired scented body mists, lip care and haircare products. Plus, there are unisex options designed to appeal to a broad customer base in travel retail.

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