easyJet has become the first airline in the UK and Europe to offer a bespoke Korean beauty box onboard, launching the “Passport to K-Beauty” set in partnership with Luneia Brands, exclusively available on easyJet flights.
The box brings together products from four leading Korean skincare brands — Beauty of Joseon, Skin1004, Thank You Farmer, and Axis-Y — covering a complete six-step routine: mask, cleanser, toner, serum, cream, and SPF. Everything comes packaged in a waterproof cosmetics bag designed for travel. The retail value of the set is £76, but it is available onboard for £44.
The launch builds on the success of the Biodance Bio-Collagen Real Deep Mask, already a bestseller in easyJet’s onboard CAFE SHOP range, which signaled strong passenger appetite for Korean skincare at altitude and prompted the development of the dedicated box.
“K-beauty is one of the fastest-growing movements in beauty right now, and we’ve already seen fantastic demand from customers,” said Russell Braterman, Inflight Retail Director at easyJet. “The launch of our exclusive K-beauty box gives customers the chance to experience a complete routine from some of the most talked-about brands in one convenient, great-value set that’s only available on easyJet.”
K-beauty has grown rapidly in the UK market, with sales up fivefold year-on-year and one Korean skincare product reportedly selling every 11 seconds at Boots. The trend is driven by ingredient-led formulations, accessible price points, and transparent labelling — qualities that also translate well to the impulse retail environment of an aircraft cabin.
