Q: What’s changed in beauty in recent times? 

The cruise guest has changed. We all know the average cruiser is now 45, not 55. And that more families are sailing. That’s naturally shifted what sells and how guests engage with retail. We’re seeing success in the beauty category being driven by brands that match the energy and expectations of today’s guest, not just by heritage brand prestige.

Q: What does that look like in practice?

Digital-native brands like Sol de Janeiro, Kylie Cosmetics, By Terry, and Touchland are finding real traction. These aren’t brands you’d traditionally associate with cruise, but they’re resonating with younger demographics who want discovery and social shareability. They bring modernity that matches the overall ship energy.

At the same time, experiential activations from established brands like Versace, Chanel, Moroccanoil, and D&G have driven uplifts exceeding 90%. That’s proof that when beauty brands invest in storytelling and immersive experiences, the commercial return justifies the retail space.

Q: How does discovery translate to guest behaviour?

Guests visit Harding+ shops an average of 3.3 times per voyage. That’s not grab-and-go retail, but more planned visits with time to test products, hear ingredient stories, and engage with brands. That captive time is a luxury land-based retail can’t replicate, and it’s what makes cruise such a powerful discovery environment for beauty.

Q: What’s driving growth right now within fragrance specifically?

Fragrance mists are a standout. Volume sales are up 210% since 2024 across Sol de Janeiro, Calvin Klein, Kylie Cosmetics, and Lancôme. They’re lightweight, poolside-friendly, and appeal to a broad demographic. Perfectly suited to the holiday setting, they’re accessible luxury that match the absolute live moments of any cruise.

For cruise operators, this signals something important: product formats designed for the cruise environment resonate with guests. Formats repurposed from airport duty free don’t.

Q: Korean beauty seems to be everywhere. Is it working at sea?

K-beauty is one of our fastest-growing categories. It delivers ingredient-led innovation (heartleaf, PDRN, rice-based formulations ) that appeals to both skincare enthusiasts and beginners. We’ve just launched ANUA across 14 ships in our US fleet, and early results show strong guest engagement and repeat purchase behaviour.

What makes K-beauty absolutely right for sea is the education opportunity. Our focus on sharing complete skincare routines onboard combine ingredient storytelling with ritual led demonstration. It’s discovery that guests can’t get in department stores or airport duty free, and it creates fresh differentiation for cruise operators.

Q: What’s the commercial case for beauty as a category?

Guest shopping intent sits at 90% for Harding+ operated shops, with nearly half identifying as impulse buyers, where impulse means receptiveness when the experience justifies it. And Beauty absolutely creates those moments. When executed well, this drives repeat retail visits, enhances guest satisfaction, and contributes to net promoter scores.

The beauty brands delivering results are the ones collaborating on exclusives, training staff, and building activations designed specifically for cruise. The ones sending standard airport ranges with minimal activation risk not keeping pace.

Q: Looking ahead, what’s the opportunity?

There’s a real opportunity to further enhance the retail experience through thoughtful curation, storytelling and experiential touchpoints, especially as part our ‘borderless retail ‘model that integrates brands more into the guest’s everyday space and flow around the ship. 

Beauty, when executed well, isn’t just a revenue category. It’s a guest experience driver. The retail moments that guests remember contribute to the overall voyage memory.

Winning lies in being more strategic above and beyond a good product line up.  Listening to the data, never defaulting to one size fits all, and being guest centric in everything. Which includes making sure onboard teams have the time, skills and space to engage and bring beauty to life, backed by behind the scenes technology from retail operators thar is geared up to make that happen consistently.