99ML by Horstmann breaks into travel retail in partnership with Dufry

By Faye Bartle |

99ML by Horstmann

Left: CEO Johan Horstman. Right: 99ML display at Bangalore Airport.

Danish sustainable men’s grooming brand, 99ML by Horstmann, is celebrating a major breakthrough into airport retail, in partnership with Dufry Group.

Five brand sets, containing combinations of 18 individual men’s grooming products, are now available to buy through the retailer at Sharjah International Airport in the UAE and Bangalore Kempegowda International Airport in India.

Among the set on the shelf are the Vital Travel Kit (containing the Eau de Toilette, Facial Serum and Deodorant) and the Beard Grooming Travel Set (containing the Eau de Toilette, Beard Shampoo and Beard Polish).

As the brand name suggests, each of the products are 99ml by volume, making them airport security compliant (under the worldwide airport maximum 100ml for liquids rule) and ideal for travellers who want to streamline their grooming kit.

All the product are vegan (certified by The Vegan Society), organic and come in packing made from recyclable materials.

“We are over the moon to have Dufry as a key travel retail customer and given their great reputation, scope and size this is a landmark moment for the business after the difficult years of the pandemic – not the best time to build a new travel brand, but we kept believing and persistence has paid off,” said CEO Johan Horstmann.

Early sales are “very promising”, he revealed, aided by investment in brand ambassadors. There are plans for activations in both locations.

“Dufry is already proving to be a hyper professional retail partner and the potential is there to expand to many other locations around the airport world,” commented Horstmann.

“Their centralised computer network for ordering makes it easy and smooth for any location to get supplies of 99ML by Horstmann products.”

The story of Horstmann 99ML

Horstmann 99ML is made in Italy (in the Vicenza-Padua-Venice area), with the fragrance which runs through the products developed in Milan.

Johan Horstman swapped a successful two-decade-long career in finance for building the brand, which primarily targets the travel retail market, as well as pre-flight shoppers in domestic markets.

99ML by Horstmann

A snapshot of the 99ML by Horstmann range.

All 99ML by Horstmann products feature the Horstmann Family Coat of Arms from the year 1350.

“The 100ml rule for airport security is a de facto standard in the world now and with the 99ML by Horstmann products in their hand luggage, male travellers are assured to have what they need for their trip, be it for business or pleasure,” said Horstmann.

“With consumers demanding brands which put sustainability at the forefront, not least in travel retail, our products hit the mark with their vegan, organic and recyclable nature.

“With a premium look, attractive pricing and high-quality scents and ingredients for the products, these qualities combined are resonating with other travel retailers, and we look forward to announcing more new business in airport retail in the coming months.”

READ MORE: 99ML by Horstmann secures key KrisShop and Singapore Airlines listing

READ MORE: 2020 Travel Retail Awards: Winners announced


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