June 18 2024  |  Amenities & Comfort

Thirteen Lune, FORMIA and American Airlines bring inclusive beauty to the skies

By Jane Hobson



Left to right: Zachary Harvey, Manager, Inflight Soft Goods and Lounge Commercial Strategy at American Airlines; Roland Grohmann, CEO and Managing Partner of FORMIA; Colleen Riffe, Senior Manager, Customer Experience, American Airlines; and Nyakio Grieco, the Co-founder of beauty retailer Thirteen Lune and Founder of ultra-inclusive makeup, skincare and fragrance brand Relevant

Thirteen Lune, FORMIA and American Airlines held a press event at WTCE 2024 to introduce an industry first-of-its-kind amenity kit collaboration.

In attendance along with the FORMIA and American Airlines teams was Nyakio Grieco, the Co-founder of beauty retailer Thirteen Lune. Addressing the industry media, Grieco explained that she started the Los Angeles-based beauty company in December 2020 with the desire to uplift Black and Brown brands while honouring the individual stories of their creators. The goal of Thirteen Lune is to allow space for proven allies to further the conversation around inclusivity, offering beauty products for everyone.

The collectible kits will be available in American’s Flagship® First Class, Flagship Business Class and Premium Economy. Travellers will be able to learn about each brand and partner featured in the specialty kit by scanning a QR code found within. Attendees at the event toasted the partnership with champagne and had the opportunity to learn more about the kits and Relevant and Joanna Vargas products which were on display.


The stunning kits include products from Thirteen Lune and Relevant, as well as mini products from esteemed celebrity esthetician Joanna Vargas. It also provides passengers with other inflight essentials such as a sleep mask, dental kit and earplugs


Roland Grohmann, CEO and Managing Partner of FORMIA (left) with Nyakio Grieco, the Co-founder of Thirteen Lune and Founder of Relevant during the press event in Hamburg

“Ninety percent of all the brands we carry at Thirteen Lune are [owned by] people of colour who make products for everyone. We wanted to debunk the myth that Black and Brown people only make products for ourselves. Most of the beauty rituals and ingredients that we use across the entire multi-billion-dollar industry are cultivated from marginalized parts of the world. We really wanted to bring light to the importance of owning our stories,” Grieco explained.

Grieco is also the Founder of Relevant, a clean high-performing ultra-inclusive makeup, skincare and fragrance brand that prioritizes innovation and tech-led formulations to work on all skin types and tones. The stunning amenity kits include products from Thirteen Lune and Relevant, as well as mini products from esteemed celebrity esthetician Joanna Vargas. It also provides passengers with other inflight essentials such as a sleep mask, dental kit and earplugs.

“Along the way, it has been wonderful to not only create relevant, but to also fall in love with the wonderful founders that we represent at Thirteen Lune. Joanna Vargas happens to be my esthetician—so I know the proof is in the pudding! Joanna is an incredible, wonderful human being and also one of Los Angeles’ and New York’s largest celebrity estheticians and has a list of celebrity clients that goes on for miles,” Grieco said.

She added, “At the end of the day, the heart of Thirteen Lune is discovery and so we’re really excited about this partnership because it gives us the opportunity for people to discover more than just the products, but the people behind the brand as well.”


Left to right: Zachary Harvey, Manager, Inflight Soft Goods and Lounge Commercial Strategy at American Airlines; Roland Grohmann, CEO and Managing Partner of FORMIA; Colleen Riffe, Senior Manager, Customer Experience, American Airlines; and Nyakio Grieco, the Co-founder of beauty retailer Thirteen Lune and Founder of Relevant

Colleen Riffe, Senior Manager, Customer Experience, American Airlines thanked FORMIA for facilitating the collaboration.

She said, “American is fully dedicated to providing an enjoyable world-class experience at every touch point along the customer journey. Of course, the experience passengers have onboard to us is critical in delivering this commitment. Our collaboration with FORMIA is so important in bringing that experience to life.

We came to FORMIA some time ago, four years actually, with a commitment to delivering a world-class experience to our customers, coupled with a desire to deliver more variety to our customers and to discover new brands. FORMIA has been instrumental in helping us identify the unique blend of established and growing brands to help deliver American’s first-ever rotating collection of premium onboard amenities,” she explained.

Riffe said the premium kits will fly on more than 300 international and transcontinental flights, and over the course of the next few years, American will collaborate with FORMIA and other suppliers to cycle new brands and products within the kits to provide a unique customer experience several times over.

“As always, we’ll survey our passengers and ask about their experiences with us onboard, and these curated products will change with feedback. We look forward to hearing from customers on their experience,” she said.

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