A fun, exciting and sensorial new suncare brand is launching in travel retail and will soon be found onboard six cruise ships through Starboard.
By the Beach, a new suncare brand co-founded by Jessica McGratty Singer and Andrew Glass, transforms sun protection into “an indulgent experience” that bridges the gap between suncare, skin care, and fragrance.
“We designed By the Beach to solve one of the biggest challenges in using sun protection: inconsistency in daily use,” co-founder Jessica McGratty Singer tells TMI. “So we created By the Beach to be as attractive and easy to use as possible, so people would want to indulge,” she says.
By the Beach currently offers three creams and three dry oils, enhanced with scents that have been created to evoke a memory.
Designed to be worn every day, the nutrient-rich By the Beach products are scented and colored and feature a light and refreshing texture on the skin. They are also reef-safe and all the packaging is recyclable.
“Our SPF 30 creams and oils come in Citrus Crush (orange), Melon Daze (green), and Candy Clouds (violet), each of which hydrate and nourish your skin as well as protect it. We are finding that users, especially millennials, tend to find the scents quite nostalgic, because they remind them of when they were young,” she says.
The brand also plans to launch a face and body cream for those who prefer unscented products and is working on a sea pearl sunglass and a body glaze for a shimmering effect, a hair & scalp spray, and a post-sun soothing serum, all available in SPF 30 or 50. An invisible SPF 30 face and body cream, called Never Seen, is also in the pipeline. Infused with botanicals and antioxidants, this ultra-light, fast-absorbing formula delivers powerful, broad-spectrum protection that blends seamlessly into all skin tones, says McGratty Singer.
Accessibly priced at $20 for six ounces and $14 for four ounces, By the Beach has been listed domestically in the U.S. online at Ulta. In travel retail, the brand began launching in March through Starboard onboard six cruise ships, including Virgin, Carnival, and Royal Caribbean.
McGratty Singer says that they aim to expand into other travel retail channels, such as airports.
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Creating a community
By the Beach’s marketing strategy, which features a fun and playful brand image that targets both Gen Z and millennials, includes creating a sense of community and engaging with customers through social media and events. In addition, By the Beach has also developed accessories, including caps and beach towels, that can be sold separately or used as GWPs, says McGratty Singer.
“The key will be a members-only Beach Club community for our most devoted fans, customers, creators, and editors. Membership will unlock early access to product launches, exclusive sales, private events, and limited-edition merchandise designed just for members. Beach Club members will also be invited behind the scenes to help shape what comes next, from testing new formulas to sharing feedback that directly informs future products,” she explains.
By the Beach will be getting another huge boost through working with Boxy Charm (Ipsy).
“Boxy Charm has placed a huge order for our Melon Days product. We also plan to target major retailers like CVS and Nordstrom and expand internationally,” concludes McGratty Singer.
For more information, contact Jessica McGratty Singer at jessica@bythebeachsuncare.com
