LUSH Cosmetics enters Indian e-commerce via Myntra partnership

INDIA – Lush Cosmetics has launched over 150 products on Myntra, marking its strategic entry into India’s booming digital beauty market through a licensing partnership with Bilberry Brands India.

The British brand, renowned for handmade, cruelty-free cosmetics such as bath bombs, solid shampoo bars, soaps, and face masks, debuted across the skincare, haircare, bath, body, and fragrance categories. 

This e-commerce foray on Myntra targets the platform’s 75 million monthly digitally savvy users seeking premium, sustainable beauty options. Plans include scaling to around 300 SKUs by April to align with Lush’s global expansion.

Bilberry Brands India, led by Founder and CEO Vishal Anand, handles Lush’s operations to build an omnichannel presence combining digital access, direct-to-consumer platforms, and physical retail. 

Anand emphasized India’s demand for authentic, sustainable brands, stating the Myntra tie-up reaches millions while developing proprietary channels. 

Myntra’s Venu Nair highlighted the move to bring Lush’s fresh, handmade expertise to tech-driven Indian beauty shoppers.

Lush, founded in 1995 with over 1,000 stores in 50+ countries, relaunched in India after nearly 20 years to tap the fast-growing premium beauty sector, focusing on ethical sourcing and minimal packaging. 

The move positions Lush against rivals by emphasizing philosophy-led appeal for Gen Z and tier-2 city consumers via Myntra’s reach. 

This taps into the Indian e-commerce industry’s rapid expansion, which is reshaping retail and consumer behaviour across the country.

India’s e-commerce market is currently valued at around USD 147–163 billion in 2026 and is projected to grow rapidly to USD 330–350 billion by 2030–2031, making it one of the fastest-expanding online retail markets globally. 

Flipkart and Amazon dominate, while mobile commerce and UPI payments drive most transactions.

Meanwhile, Lush marked its physical retail entry into India by opening its inaugural store at Nexus Select Citywalk mall in Saket, New Delhi.

The outlet launched on January 28, 2026, following the brand’s online debut via Lush in November 2025. 

This milestone comes through a licensing partnership with Bengaluru-based Bilberry Brands India Private Limited, emphasizing direct-to-consumer sales and select physical locations. 

The store inauguration featured Vishal Anand, Founder and CEO of Bilberry Brands, alongside Sophie Matheson, Lush’s Senior Global Business Development Retail Manager.

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.