Lush Launches Inclusive, Packaging-Free Foundation Worldwide
Following the opening of Lush’s packaging-free store in Milan, the brand has pledged to further develop its eco-friendly range with an inclusive twist.
British naturals brand Lush is expanding its make-up line with vegan multi-tonal foundation sticks – set to launch in 18 countries. The compact Slap Sticks are available in 40 hues with cool, neutral or warm undertones. Hero ingredients Indonesian coconut oil, Turkish rose wax and Peruvian jojoba oil hydrate and brighten the skin.
The development of shade-inclusive collections is becoming the norm for the colour cosmetics industry, as savvy beauty brands acknowledge diverse consumer groups. Cult US companies ColourPop and CoverGirl are good examples – both have recently relaunched their foundation ranges with up to 42 hues.
In a bid to reduce plastic waste, each Slap Stick is housed in a biodegradable wax casing, encouraging wearers to forego traditional glass or plastic foundation bottles. This ‘unpackaged’ approach has been successfully implemented within the brand’s hair and bodycare ranges – currently, over 35% of Lush’s products are ‘naked’.
In addition, the sticks offer on-the-go usability. The easy-grip egg shape of the foundation stick – which resembles a make-up sponge – ensures consumers can apply the make-up with their fingers and blend the formula for an airbrushed finish, without the use of bulky applicator tools.
While currently a limited-edition run, if popular, they could be rolled out as a permanent feature, and inspire the brand to explore more packaging-free product development in other categories.