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Packaging & design

Lush Cosmetics goes packaging-free with new skincare line

The British beauty brand is launching its ‘Naked’ skincare line in continental Europe, alongside the opening in, Manchester, UK, of a news store that only offers plastic packaging-free cosmetics.

Lush's naked range - Photo : © Courtesy of Lush

Lush’s naked range - Photo : © Courtesy of Lush

A few months after the successful launch of the world’s first foundation with no plastic packaging, Lush Cosmetics is launching a new line of entirely packaging-free vegan skincare.

Vegan and plastic free

The skincare line, which rolled out last month in the UK and Ireland, was launched in continental Europe and online on January 18, along with a brand new global campaign. The collection spans everything from facial oils to eye masks — all of which are completely free from animal derivatives and plastic.

Highlights include a solid ‘Amazon Primer’ facial oil, which contains softening cupuaçu butter to moisturize and arrowroot powder to keep the skin matte and smooth, acting as a pre-makeup primer. There is also a solid bar version of a traditional cold cream, in the form of ‘Like A Virgin,’ which includes organic extra virgin olive oil, organic jojoba oil and sunflower and candelilla waxes for a hydrating cleanse, and a ‘Mortal Kombu’ eye mask designed to be soaked in warm water before releasing the benefits of kombu seaweed, antioxidant green tea and soothing witch hazel.

Packaging free store

In addition to this launch, Lush also opened the doors of its newest Naked shop in Manchester, UK, on January 18. The store only stocks packaging-free products, even eschewing labels and allowing shoppers to scan their purchases via an app. The specialist store is the brand’s third of the kind, following openings last year in Berlin and Milan.

Lush's naked store - Photo : © Courtesy of Lush

Lush’s naked store - Photo : © Courtesy of Lush

"In Lush we work in an industry where the packaging costs the customer more than the product," said Mark Constantine, Lush Co-founder and Managing Director. "Now, the customer needs to worry about how to recycle something they didn’t want to buy in the first place. This seems like a raw deal to us. If we can cut out all the plastic packaging, we can give our customers better value for money."

In a context of increasing consumer awareness on environmental issues, and while Zero Waste will be the big trend of the year, according to Mintel, this move could have a strong resonance among consumers.

Premium Beauty News with AFP/Relaxnews

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