Lush unveils new Eid Collection inspired by Ramadan and Iftar
The formulation choices for the collection spotlight hydrating and soothing ingredients rooted in familiar Ramadan and Eid traditions.
UK – Lush is set to deepen its seasonal marketing strategy with the fifth annual Ramadan and Eid collection, positioning the line as both a celebratory ritual range and a vehicle for cultural storytelling.
Lush is marking Ramadan and Eid 2026 with a dedicated collection that taps into the sensory memories and communal atmosphere surrounding Iftar and Eid celebrations.
It comprises Lailah soap, Basma body scrub, Noor lip balm, and Salam shower gel, with the Hiba gift set bundling Salam and Basma in 100 g formats for ready-to-gift occasions.
Both Lailah and Salam feature blackcurrant extract, echoing the popular blackcurrant drinks consumed at Iftar for their sweetness and perceived rehydrating qualities, while Noor lip balm uses fair trade almond oil sourced to support Palestinian farming communities, linking the range to broader ethical sourcing commitments.
The 2026 Eid assortment is structured as a full routine to guide consumers through the holy month, from cleansing to body and lip care.
The range launched in MENA markets on 15 January, ahead of Ramadan, with a global release scheduled for 5 February, underscoring a phased strategy that prioritizes core Muslim-majority regions before wider international rollout.
The collection forms part of Lush’s internal Co-Create program, an internship-style initiative that brings staff from diverse cultural and religious backgrounds into the research and development process.
This program is designed to embed authentic narratives of Muslim holidays into product concepts while advancing the company’s diversity, equity, and inclusion goals.
Visual storytelling is central to the collection, with packaging and wraps showcasing illustrations by Palestinian Jordanian graphic designer Abeer Anabtawi, including artwork for the Hiba gift set and the Night Before Eid cotton knot wrap.
Lush staff involved in the Eid focus group describe the concept as “bottling” the warmth, nostalgia, and “sweet togetherness” of Eid, emphasizing textures and scent profiles that aim to evoke family gatherings, shared laughter, and intimate celebration rituals.
Meanwhile, in 2025, Lush introduced its first full Eid Collection, featuring items like Lailah Soap and Salam Shower Gel, inspired by fruity blackcurrant drinks popular in the Middle East and North Africa.
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