When the airplane skincare trend took off on TikTok in 2024, there was no shortage of videos detailing 10-step skincare routines for the skies. With 26.5K posts tagged under #TravelSkincare, content creators, skincare enthusiasts, and dermatologists have all weighed in on the trend. The rise in popularity of travel-friendly beauty is apparent, and beauty companies have responded by developing mini-sized products while airlines adapt by expanding their in-flight beauty retail selections. In 2025, the global travel cosmetics minis market was valued at $6.8 billion and is projected to reach $12.4 billion by 2034 at a CAGR of 6.9%, demonstrating the strong demand for these products.
Now, during flights on UK budget airline easyJet, you can order skincare with your drink. In collaboration with the UK-based distributor and growth partner Luneia Brands, easyJet curated the “Passport to K-Beauty” travel box featuring top-selling brands such as Beauty of Joseon, Skin1004, Thank You Farmer, and Axis-Y. The launch leverages the popularity of both K-beauty and the airplane skincare trend, catering to beauty-savvy travelers. With a retail value of £76 ($101), the box is available to purchase onboard for £44 ($58), making easyJet the first and only European airline selling K-beauty collections to customers.
The first K-beauty retail product sold on the airline was the Biodance Bio-Collagen Real Deep Mask, which has been an onboard bestseller, according to a press release from easyJet. The travel set aims to build on the popularity of the sheet mask and introduce consumers to K-beauty brands.
“We’re always looking for new ways to enhance our onboard experience and bring customers the latest trends in a way that’s exciting and accessible,” Russell Braterman, easyJet’s Inflight Retail Director, said in the press release.
Exclusive beauty products for amenity kits in business and first class are nothing new. Earlier this year, UAE-based airline Etihad Airways released business class amenity kits featuring Laneige skincare products. But as airplane beauty routines become a norm for travelers in all classes, flights could become an important new retail channel and access point for beauty brand discovery. The easyJet K-beauty box is available to all customers onboard, not just business class, allowing anyone access to airplane skincare.
To meet the demand of consumers, airlines are creating more unique shopping experiences by providing travelers with more retail options. Airline retail also provides a valuable opportunity for beauty brands by creating additional distribution channels, allowing consumers more opportunities to try new products.
