By the Beach, the fun, exciting and sensorial new suncare brand co-founded by Jessica McGratty Singer and Andrew Glass, has had a sensational launch year both in travel retail and domestically in the United States.
In travel retail, the brand debuted onboard five cruise ships through Starboard in March, including Virgin, Carnival, and Royal Caribbean. The line has since been listed on a total of 16 ships through Starboard, Diamonds International, Heinemann Americas and HFDF (Effy).
By the Beach also broke into the airport channel, with a listing with Avolta in Atlanta with Hudson, and at Heathrow Terminal 2 through Lagardère.
“This is so exciting for us. Starboard has launched us on two more ships, Royal Caribbean’s Harmony of the Seas and Legend of the Seas. Onboard Legend, Starboard put a sundry shop on the pool deck, so sales are very good,” co-founder Jessica McGratty Singer tells TMI.
With its core three scents in Citrus Crush (orange), Melon Days (green), and Candy Clouds (violet), in SPF 30 and 50 creams that hydrate and nourish the skin as well as protect, the accessibly-priced new suncare brand transforms sun protection into “an indulgent experience” that bridges the gap between suncare, skin care, and fragrance,” says McGratty Singer.
The nutrient-rich By the Beach products are scented and colored and feature a light and refreshing texture on the skin. They all have broad spectrum protection against UVA and UVB rays, are cruelty free, and all the packaging is recyclable. By the Beach currently offers three creams and three dry oils, enhanced with scents that have been created to evoke a memory, as well as additional ancillary products.
The brand is also making significant inroads in the U.S. domestic market, a development that McGratty Singer and co-founder Andrew Glass say will increase By the Beach’s exposure in travel retail even further.
By the Beach initially launched with Boxycharm (IPSY) which was followed by Ulta, and then with high-end life-style retailer Anthropologie and Nordstrom.
On Sept. 10, By the Beach took a giant step forward when it launched in more than 600 Target stores, within its reimagined Target Beauty Studio. The Studio has been designed as a prestige beauty destination that replaces Ulta Beauty’s shop-in-shop in Target. It features 90 prestige, global and emerging brands. More than two-thirds of these brands are new to the retailer, according to WWD, who quotes Target’s senior vice president of merchandising, essentials and beauty Amanda Nusz saying these brands are anchored on discovery, quality, innovation, accessibility and ingredients.
“The Target Beauty Studio is featuring prestige beauty brands, from K-beauty to hair care to suncare, targeting that Gen Z customer, but it’s more like an area of discovery. They will also have staff there to help educate people about specific brands,” says McGratty Singer.
Prior to launching the Beauty Studio, Target conducted internal training, which By the Beach fully embraced.
“We provided extensive product samples and detailed documentation covering the brand and its product features. We also hope to hold in-store activations throughout the year,” said Glass.
The By the Beach founders are particularly excited that Target is allowing them to display testers in the Studio.
“Testers are so important because we’re a sensorial sun care brand. It makes such a difference if you can smell the product and feel it. Testers are a great tool to help people educate themselves about our brand too. We’re one of the few brands with testers, so that’s going to be really important,” said McGratty Singer.
Target will be carrying the full By the Beach collection. In addition to the three core Melon Days, Candy Clouds, and Citrus Crush scents in cream and dry oil formats, Target will carry Coco Loco, a new scent exclusive to the Studio. By the Beach has also created 1.7-ounce mini sizes for the store’s Travel Section, and an exclusive discovery kit called Endless Summer which features the x3 scents in the mini creams and a mini dry oil.
McGratty Singer sums up why the brand has achieved such a phenomenal presence in such a short time: “We designed By the Beach to solve one of the biggest challenges in using sun protection: inconsistency in daily use. We wanted By the Beach to be as attractive and easy to use as possible, so people would want to indulge.”
Glass concluded: “By the Beach represents happy memories. The name By the Beach represents a mindset, versus a physical location. We really want to invoke those happy beach memories, no matter the time of year, no matter where you are in the world.”
