Lush relaunches in India to tap rapidly growing market
Most of Lush’s products will be imported from the UK.
INDIA – Lush is set to make a major comeback in India nearly two decades after its initial exit, leveraging a licensing partnership with Bengaluru-based Bilberry Brands to re-enter the country’s rapidly expanding luxury beauty segment.
The brand will initially launch online, with plans to open physical stores in major cities including New Delhi, Mumbai, and Bengaluru within the next 18 to 24 months, following evaluations of 25 top malls across the country.
The relaunch aligns with India’s booming premium beauty market, which is projected to reach USD 40–USD 45 billion by 2030, and is further supported by the UK–India free-trade agreement that reduces import duties on British cosmetics and toiletries by up to 22%, improving the cost structure for Lush’s entry.
Most of Lush’s products will be imported from the UK, while a limited selection, such as fresh face masks, will be produced locally using Indian ingredients, allowing for both quality control and localization.
Lush’s strategy is to position itself in the mid-tier segment of the luxury beauty market, competing with brands like The Body Shop and Bath & Body Works, rather than targeting the ultra-luxury segment.
Analysts note that India’s definition of “luxury” is fluid, and imported brands are often perceived as premium even if not strictly luxury by international standards.
Lush is expected to focus on fragrance-driven bath and body products, capitalizing on India’s strong demand for sensorial and wellness experiences.
The brand’s long-term success will depend on its ability to innovate in packaging and fragrance, offer culturally relevant scents, and create distinctive in-store experiences to stand out in a crowded market.
Lush’s co-founder, Rowena Bird, expressed optimism about India’s potential, suggesting the country could become one of Lush’s top 10 global markets within the next few years.
In a similar move, The Body Shop recently returned to the U.S. market with a digital-first relaunch strategy that includes launching a dedicated online store and a digital storefront on Amazon.
This approach marks a strategic shift from its prior physical retail presence to focus exclusively on e-commerce channels, making it more accessible to modern consumers.
The relaunch follows The Body Shop’s exit from the U.S. market in 2024, after its U.S. operations filed for Chapter 7 bankruptcy amid financial difficulties.
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