LUSH scores its largest-ever retail deal

With Asos’ beauty offering constantly growing, it comes as no surprise that beloved cosmetics retailer, LUSH, has chosen Asos as the first-ever stockist for its beauty portfolio.

On the heels of an exciting partnership with Huda Beauty, the online giant has now landed an exclusive deal with LUSH and is selling 17 of the brand’s product kits, as well as four shampoo bars and a new signature bath bomb.

According to an article by Cosmetics Business, this is LUSH’s largest ever retail deal in its 25-year history, as the brand has never collaborated with a third party retailer at this scale. In fact, it has mainly opted for a direct-to-consumer selling strategy via its portfolio of stores and websites, which includes more than 900 stores across 48 countries.

By teaming up with Asos, the LUSH team will have access to its 24 million users – a significant increase from LUSH’s 1.5 million online shopper base.

“Like selecting a prominent high street or shopping centre, we know Asos is a prominent digital marketplace where customers in their millions are shopping, so we wanted to trial selling a selection of our hero products [...] on there,” said LUSH in a press statement. “The aim is to introduce the Asos audience to wonderful, effective LUSH products and hopefully make them curious to learn more about our other products and us as a business.”

The one catch is that the brand has only committed to a six month period with the online retailer, which is set be reassessed at a later date.

“Even if we only turn 1% of Asos’ unique users into LUSH customers, that’s hundreds of thousands of new people using our wonderful, effective LUSH products with embedded values,” added the brand.

Keeping in line with its ethical practices, LUSH shoppers from Asos will be able to scan a code that informs them of the products’ ingredient lists, benefits and how to use them properly.

LUSH is also said to have consulted with research association, Ethical Consumer, for its opinions on the collaboration.

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Imagery credit: Katie Kirk Loves