UK-based cosmetics brand Lush has made a strategic return to India, nearly two decades after its initial exit, betting on the country’s rapidly growing appetite for premium beauty and personal care products. The brand has re-entered the market through Lush.in, an online-first launch supported by a licensing partnership with Bengaluru-based Bilberry Brands India. This digital debut will soon be followed by physical stores in major cities, with the company already in discussions with leading malls in New Delhi, Mumbai, and Bengaluru.
Lush co-founder Rowena Bird said the company saw a dramatically transformed retail landscape compared to its last stint in India, noting that rising internet penetration has made global beauty brands far more familiar to local shoppers. She added that returning during the festive season allowed the brand to reconnect with a consumer base eager for handmade, ethically produced cosmetics.
Bilberry Brands founder Vishal Anand said the partnership aims to bring the globally consistent Lush experience to India while adapting thoughtfully to local preferences. He emphasised that the brand’s philosophy goes beyond beauty, centred on sustainability, activism, and sensory-driven self-care. The team also plans to cultivate a strong community of Indian Lush enthusiasts aligned with those values.
Founded in 1995 and famous for its colourful bath bombs, Lush today operates in over 50 countries with more than 850 stores. Although the company reported a turnover dip to £675 million for the year ending June 2024, India presents a high-potential market at a time when growth in developed economies has slowed. The country’s luxury beauty segment is projected to surge fivefold to $4 billion by 2035, drawing increased attention from global players.
For the India market, Lush will import most of its 350-plus products from its UK factory, while producing a limited range of fresh items such as face masks using Indian ingredients. True to the brand’s signature ethos, every product will carry labels detailing its maker, production date, and recommended use-by period. With nationwide delivery now live, Indian customers can access Lush’s full range, from solid shampoo bars to seasonal collections and its iconic bath bombs.
