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Lush goes all the way

U.K. maker of bath bombs, perfume, skin care and hair care products doubles down on commitment to sustainability with “naked” stores touting no packaging at all.

Lush
Lush

So far, Lush has opened three Naked stores, in Manchester, England; Milan, Italy and Berlin, Germany. However, so much positive press was generated about the Lush brand, and the Naked shops (including employees showing up to work in nothing but a Lush apron) sales in all Lush stores saw positive results.

The Naked shops are just part of Lush’s commitment to sustainability, says Heather Deeth, Lush’s Head of Ethical Buying. Deeth’s comments came during her presentation at the Smithers-Pira event, “Sustainability in Packaging U.S. 2019”, held in Chicago March 4, 5 and 6.

Deeth is responsible for the North American portion of a company valued at $1.3 million, with more than 400 ingredients and thousands of packaging requirements. Not only for today but looking 20 years into the future.

Deeth says Lush is breaking the mold when it comes to innovative products and sustainable packaging, launching 200 to 300 new products each year!

Lush considers itself a cult brand with very loyal customers who share the same philosophy about fighting animal testing or being 100% vegetarian. Not a vegetarian food diet. According to Deeth, many beauty ingredients are actually derived from animals. So Lush formulas are vegetarian! All products are also hand-made. Each bath bomb or shampoo bar is hand packed by a human.

Deeth wants to limit the use of packaging by “designing out” as much packaging as possible. Lush also encourages reuse of make-up pots or metal tins after they are empty. And, the post-consumer plastic pots are fully recyclable.

As Head Ethical Buyer, Deeth seeks full transparency with suppliers. You have to have pretty good relationship to go back to your supplier and say, “help us to buy less from you next year.”

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