Wonderbalm products can be used across the face and body, from dry hands, lips and cuticles to hair.

Korean beauty brand Wonderbalm is extending its reach in global travel retail through a new listing with Gebr. Heinemann, adding another major retailer to a distribution network that already spans airlines and airports across four continents.

The launch centres on the brand’s multi-purpose approach to skincare, with two products joining Heinemann’s beauty assortment: the 50ml Wonderbalm all-purpose balm and The Wonder Duo, which pairs a 20ml balm with a 10ml lip balm in a gifting format.

Made in Korea, the vegan and cruelty-free formulas are designed to answer a number of beauty needs from a single product. The original balm can be used across the face and body, from dry hands, lips and cuticles to post-shave skin and split ends, as well as doubling as a hydrating mask, primer, make-up remover or tattoo aftercare.

It is this versatility that Wonderbalm sees as particularly well suited to travel retail, where cabin baggage restrictions and limited space can make compact, multi-use products an attractive proposition. The brand is also looking to capitalise on continued international appetite for Korean beauty.

David Herdman of Wonderbalm said: “Travellers are actively seeking out vegan formulas and Korean skincare, and travel is exactly where a balm like ours earns its place – one small jar that covers lips, hands, face and everything in between. Heinemann is the ideal partner to introduce Wonderbalm to travellers worldwide, and we’re excited to see how shoppers respond to the range.”

Wonderbalm’s core formula combines olive oil, shea butter, candelilla wax, orange peel oil and vitamin E, while its lip balm also contains jojoba, argan and prickly pear seed oils. According to the brand, all products are free from parabens and synthetic additives.

The Heinemann partnership builds on a footprint that already includes airline listings with Emirates, Virgin Atlantic, British Airways, Thai Airways and more.

Jeanne Scholz, Head of Category Global Fragrances at Gebr. Heinemann, said: “Understanding what travellers want is at the heart of how we develop our assortment. As customer preferences continue to evolve, we actively seek out innovative brands that bring relevance, differentiation and added value to the travel retail experience. With its combination of Korean beauty expertise, multifunctionality and travel-friendly format, Wonderbalm is a strong addition to our beauty offer and perfectly aligned with current traveller needs.”

The Heinemann partnership builds on a footprint that already includes airline listings with Emirates, Virgin Atlantic, British Airways, Thai Airways, Hong Kong Airlines and Kenya Airways, among others. Wonderbalm is also present with Cyprus Airports and ARI International in Ireland, with further travel retail listings confirmed for later this year and into 2027.