Digital entry sets stage for Lush India launch and future store roll out

Global cosmetics brand Lush has formally re entered the country with a digital first move, framing the Lush India launch around its new online store and a plan for physical outlets in key cities. The company is targeting a fast growing beauty and personal care market with a direct to consumer approach.

The brand has gone live with Lush.in, its dedicated India platform, under a strategic licensee agreement with Bengaluru based Bilberry Brands India Private Limited. The partnership covers online operations as well as a roadmap for opening branded stores across prominent retail hubs in the coming months.

Lush is known globally for handmade, cruelty free products and a strong activist stance on ethical sourcing and sustainability. Co founder Rowena Bird said the team is thrilled to be reopening in India through the new website and an upcoming store, adding that the timing aligns with year end festivities and a renewed opportunity to offer fresh handmade cosmetics to local customers.

Bilberry Brands founder and chief executive officer Vishal Anand said Lush has always stood for more than cosmetics, describing it as a brand that crafts experiences, advocates for change and makes sustainability accessible. He noted that the goal in India is to deliver the authentic global Lush experience while embracing local relevance and building a strong community of fans who share its values.

Indian consumers will now be able to access a broad assortment of products across skincare, haircare, bath and body and fragrance. The lineup includes items such as fresh face masks, solid shampoo bars and seasonal collections that have helped build a loyal following in other markets.

Lush will also bring its signature bath bombs to India, a format first created by co founder Mo Constantine in 1989 and now widely associated with the brand globally. Freshness remains central to the product philosophy, with each item carrying a label that indicates who made it, when it was produced and the suggested use by date.

Orders placed on Lush.in will be delivered across India, allowing customers beyond major metros to explore the portfolio. The company is banking on the combination of a national shipping footprint and high visibility physical locations to reestablish its presence after earlier attempts in the market.

The move comes at a time when Indian shoppers are increasingly comfortable buying premium beauty products online while still seeking tactile, in store experiences for discovery. By leading with a direct to consumer site and following up with stores, Lush is aligning itself with a hybrid model that has become standard among global beauty players.

For the wider market, the launch adds another international name to a segment that already includes established multinational brands and rapidly growing local competitors. Success will depend on how effectively Lush can communicate its handmade and ethical positioning, price for value conscious yet premium leaning consumers and localise its assortment without diluting the core identity that has built its global fan base.

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