Is Holland America’s Blend Bar a Perfect Match for Its Guests?

Holland America Line just unveiled something unexpected: Blend Bar, the cruise industry’s first-ever lipstick blending bar at sea. Guests can now create a custom lipstick or gloss guided by an onboard beauty consultant. It’s a bold move for a cruise line known more for quiet sophistication than influencer trends. As someone who’s sailed with Holland America many times, I’m not convinced this fits their crowd.

Who Is This Really For?

Holland America’s guests tend to appreciate classic cruising. They’re there for fine dining, live music, and culturally rich shore excursions. When I picture the average HAL cruiser, I don’t imagine them lining up to mix pigment shades or name their custom lip gloss. It feels like an idea better suited for Virgin Voyages or Celebrity Cruises, where the atmosphere leans modern and fashion-forward.

That’s not a dig. Holland America has carved out a niche built on tradition, not trends. So when a lipstick bar enters the conversation, it’s hard not to question whether this move aligns with the brand’s loyal base.

Chasing Relevance or Losing Focus?

Cruise lines are all trying to capture younger travelers and social media buzz. I get it. Experiences like wine blending, mixology classes, and photography workshops have been successful at bringing more personalization onboard. But the Blend Bar feels like a marketing experiment, not an organic evolution of what Holland America does best.

If you’ve cruised with them before, you know the appeal is the calm atmosphere, elegant service, and timeless entertainment. That’s the brand’s sweet spot. Lipstick blending, while creative, doesn’t exactly scream “classic cruising.”

To Be Fair: It’s Still a Clever Concept

I’ll give credit where it’s due. For mother-daughter duos, bridal parties, or younger travelers tagging along with family, the Blend Bar could be a fun way to make a personalized keepsake. It’s also vegan, cruelty-free, and chemical-free, which fits the growing demand for clean beauty. So yes, it has merit. It just feels slightly misplaced on a ship where most guests prefer a martini over a makeup brush.

My Take

Holland America deserves recognition for trying something new, but innovation only works when it fits the brand’s identity. The Blend Bar might generate some buzz and appeal to a select few, but it’s unlikely to become a core experience. The cruise line already excels in areas that matter most to its guests: food, culture, and craftsmanship. That’s what keeps people coming back.