Virgin Atlantic Introduces Inflight Beauty Therapists

In May 1990, we introduced inflight beauty therapists for Upper Class passengers, beginning with the launch of our London–Los Angeles service. The new offering brought complimentary beauty and relaxation treatments into the cabin, giving passengers the opportunity to enjoy manicures and head, neck and shoulder massages during long-haul flights. It became a distinctive part of our approach to premium travel, with an emphasis on comfort and personal service. The service originated with beauty therapist Jane Breeden, who approached Richard Branson in 1989 with the idea of offering massages onboard. Following a successful trial flight to New York in February 1990, she joined Virgin Atlantic in May and helped establish the service that later developed into Virgin Touch. Initially delivered by a small team, the offering gradually expanded as beauty therapy became an established feature of our Upper Class experience. Inflight beauty therapy remained part of our premium service for nearly 18 years. In May 2008, we discontinued onboard treatments following a review of changing passenger preferences, placing greater emphasis on beauty and spa facilities in our airport Clubhouses. The service remains a memorable example of how we approached the Upper Class passenger experience during our early decades.