By the Beach Suncare has a bright, playful and eye-catching approach to SPF.

Fragrance-first SPF brand By the Beach Suncare is expanding its global travel retail (GTR) business with new listings onboard Royal Caribbean International, Oceania Cruises and Celebrity Cruises, alongside airport distribution at London Heathrow and Hartsfield-Jackson Atlanta International Airport through Avolta. 

The move follow the brand’s debut in the channel with Starboard.

“I started my career in travel retail and was lucky to learn from my father when I joined the family business in 2011,” said Jessica McGratty-Singer, who co-founded the brand with fellow beauty industry veteran Andrew Glass.

“It is also how I met my co-founder, Andrew Glass, so having a brand we co-founded enter this space is truly a dream come true. I am incredibly grateful to our partners and the amazing staff who sell By the Beach with such passion.

“The brand’s bright, playful and eye-catching approach makes it a natural fit for travellers of all ages, and we believe this is just the beginning of our journey.”

Across nearly all participating cruise programmes, guests who purchase two By the Beach products receive a Sunny Days cap as a GWP.

By the Beach recently became available aboard Royal Caribbean’s Legend of the Seas, the world’s largest cruise ship, which accommodates up to 7,600 guests.

In August, the brand expanded its Royal Caribbean presence through Gebr. Heinemann to include Wonder of the Seas, Star of the Seas, Icon of the Seas, Utopia of the Seas, Independence of the Seas and Odyssey of the Seas.

It also launched aboard Oceania Vista and Oceania Riviera through Diamonds International.

The rollout will continue with a launch aboard Celebrity Beyond through HFDF, followed by an activation aboard Norwegian Joy in November.

Airport distribution includes London Heathrow and, through Avolta, Hartsfield-Jackson Atlanta International Airport, the world’s busiest airport with approximately 250,000 to 300,000 daily passengers.

Testers at each location give travellers the chance to experience the brand’s scents and textures before purchasing, supported by in-person and virtual staff training.

Across nearly all participating cruise programmes, guests who purchase two By the Beach products receive a Sunny Days cap as a gift with purchase.

Partner assortments are curated by location and generally feature the brand’s three core scents across its SPF30 Face & Body Creams and SPF30 Face & Body Dry Oils: Citrus Crush, Candy Clouds and Melon Daze.

A compact four-ounce cream format debuted with Starboard, complementing the brand’s existing four-ounce dry oils.

Across the range, the hydrating, fast-absorbing formulas provide broad-spectrum UVA and UVB protection and are designed to blend invisibly without leaving a white cast or heavy, greasy residue.

“We’re incredibly excited to see By the Beach expand aboard some of the world’s most iconic cruise ships. Our goal has always been to make sun protection feel more joyful and sensorial, and we’re thrilled to introduce that experience to travellers while they’re in a vacation mindset,” said Glass.

Looking ahead, By the Beach plans to bring additional formats and sets to travel retail, including the Sunsetter After-Sun Serum, Sunny Daze SPF50 Illuminating Solid Serum and an Endless Summer kit.

The company is also exploring hotel and airline partnerships for 2027, including an in-room hotel model that gives guests convenient access to sun care during their stay.

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