This month, LUSH’s global flagship store unveiled its first ‘naked makeup counter’.
Located at London’s Oxford Street store, LUSH are now giving consumers the chance to test and purchase packaging-free colour cosmetics.
The ‘naked’ makeup range, which was initially an online exclusive, currently includes solid foundations and highlighters, with more colour cosmetics expected to launch each month.
Not only are these packaging-free products helping the environment, according to LUSH, they’re also supporting the ethical beauty brand’s co-operative suppliers. A portion of LUSH’s profits fund social amenities like literacy classes and dentists in local communities where certain ingredients are produced.
It’s for this reason that LUSH co-founder Rowena Bird wanted the ‘naked’ colour cosmetics to include shea butter, argan, moringa and aloe.
“All four would be lovely, but at least one of them should be in each product because all of these ingredients support women’s cooperatives or education,” said Bird.
LUSH currently has two completely ‘naked’ stores in Berlin and Milan. From skincare to hair care, bath bombs and shower gels, not one product in these concept stores has packaging.
In Australia, LUSH’s solid foundations and highlighters can only be purchased online.
