Melvin Broekaart
Melvin Broekaart
Director Global Travel Retail
Rituals Cosmetics

Having worked in duty free & travel retail for almost two decades, Melvin boasts a wealth of experience gained from leadership roles at Aircommerce Group, Heineken and Philips. A renowned innovator and expert in airport commerce, Melvin is a member of the TFWA Management Committee and joined wellbeing beauty brand Rituals Cosmetics in June 2021. As Director Global Travel Retail, he is responsible for delivering the brand’s vision of connecting with travellers across every point of their journey, as well as accelerating Rituals’ digital strategy and expansion in China.

Melvin holds a Master’s degree in International Strategic Marketing and is an alumnus of Erasmus University / Rotterdam School of Management, and of Fundação Getulio Vargas, São Paulo, Brazil.

melvin.broekaart@rituals.com