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Lush Cosmetics Gets Naked

Lush Cosmetics uses several strategies to lower the impact of its packaging, including Naked, or packaging-free, products, as well as recycled-content and recyclable packaging, and reusable options.

Heather Deeth, Head of Buying, Lush Cosmetics
Heather Deeth, Head of Buying for Lush Cosmetics, shares the company's sustainable packaging strategy with attendees at the Sustainability in Packaging Europe 2019 conference.

Lush Cosmetics is a values-based business whose goal is to “Create a cosmetics revolution and save the planet.” That’s according to Heather Deeth, Head of Buying for the company, who spoke at the Sustainability in Packaging Europe 2019 conference, held in Barcelona Nov. 13-14.

Among the company’s commitments, Lush fights animal testing, believes in the freshest cosmetics using fresh fruits and vegetables, conducts ethical buying, has 100% vegetarian products, with 80% of its line also vegan, produces its products by hand, and employs Naked! package-free products.

The four pillars of Lush’s sustainable packaging strategy are refuse, reduce, reuse, and recycle.

According to Deeth, refusing packaging means designing the packaging out of products. For example, it offers a shampoo bar that comprises a solid concentrated puck that the consumer uses by adding water, so it does not need to be packaged in a bottle. In addition, she said, the company has never offered bottled hand soaps, only bars. “Keeping it Naked has been a big thing for us,” she says. “Between 30 percent and 50 percent of our products are Naked, depending on where they are being sold.”

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