Airline Replaces Long-Standing Amenity Kit Partner With New Wellness-Focused Offering
LONDON — British Airways is set to introduce redesigned Club World amenity kits across its long-haul flights departing from London Heathrow Airport next month, marking a significant update to its premium cabin experience and ending a partnership that has defined its business-class travel accessories for nearly a decade.
The new amenity kits follow a successful trial on selected long-haul services from London Gatwick Airport, where the products were first introduced in late 2025. The rollout represents one of the airline’s most visible customer experience upgrades in recent years, combining sustainability initiatives, British-made wellness products, and artwork from local designers.
While British Airways will continue working with The White Company for Club World bedding and other onboard comfort products, the airline has selected British wellness brand anatomē as the new supplier for its business-class amenity kits.
New Design Focuses on Sustainability and British Creativity
The redesigned amenity kits replace the leather-style pouches previously associated with The White Company. Instead, passengers will receive recycled fabric roll-top bags secured with a metallic buckle, reflecting the airline’s growing emphasis on sustainability and environmentally conscious product design.
Four Artist-Designed Variations
A key feature of the new kits is the inclusion of artwork created by four British artists: Amelia Coward, Charlotte Roseberry, Kit Boyd and Naomi Edmondson. The designs provide passengers with a variety of pouch styles rather than a single standard version, adding a collectible and personalized element to the travel experience.
Inside the kits, travelers will find a selection of travel essentials, including an eye mask, socks, earplugs and a dental kit. The centerpiece of the offering, however, is a new range of skincare products developed exclusively for British Airways by anatomē.
The products include a bespoke 10ml moisturizer and a 3ml botanical multi balm, both formulated specifically for the demands of long-haul air travel.
According to the airline, the moisturizer contains aloe vera, hyaluronic acid and essential oils designed to help maintain skin hydration during flights. The botanical balm features ingredients such as shea butter, rosemary oil and vitamin E to provide additional nourishment and comfort throughout the journey.
Heathrow Rollout Follows Successful Gatwick Trial
British Airways first launched the anatomē amenity kits on selected Gatwick long-haul routes in October 2025. At the time, the airline positioned the products as an exclusive feature for passengers traveling through the airport.
Following positive customer feedback and operational performance during the trial period, British Airways has decided to expand the concept to Heathrow, its primary long-haul hub and largest international operation.
The airline has frequently used Gatwick as a testing ground for new onboard products and service enhancements before implementing them across its broader network. This strategy allows British Airways to assess passenger response and operational effectiveness on a smaller scale before committing to a full rollout.
The successful transition from Gatwick to Heathrow suggests the airline believes the new amenity kits align with evolving passenger expectations in premium travel.
Premium Travel Competition Drives Product Innovation
The introduction of the new Club World kits comes as airlines around the world continue investing in premium passenger experiences beyond traditional offerings such as seating, dining and lounge access.
Business-class travelers increasingly expect wellness-focused products, sustainable materials and thoughtfully designed accessories that enhance comfort during long-haul journeys. Airlines have responded by partnering with luxury fashion houses, skincare brands and lifestyle companies to differentiate their premium cabins.
Rather than partnering with a globally recognized luxury brand, British Airways has chosen to work with anatomē, a British wellness company known for its focus on travel and wellbeing products. The decision reinforces the carrier’s commitment to supporting British brands while delivering a refreshed onboard experience.
The updated kits also reflect broader trends in the aviation industry, where sustainability and passenger wellbeing have become increasingly important components of product development and customer service strategies.
As the new amenity kits begin appearing on Heathrow departures next month, British Airways aims to enhance the Club World experience through a combination of practical travel essentials, wellness-focused skincare products and distinctly British design, further strengthening its premium offering in an increasingly competitive global market.
