Bengaluru, Mar 27: British cosmetics brand LUSH Cosmetics has launched on Myntra, marking its entry into Indian e-commerce. This latest milestone in the brand’s global expansion strategy is achieved through a strategic licensing partnership with Bengaluru-based Bilberry Brands India Pvt Ltd. The Myntra launch is part of the series of firsts that Bilberry has spearheaded for LUSH in India.
Founded in the UK in 1995, LUSH has grown into one of the world’s most recognizable and beloved beauty brands, a pioneer of fresh, handmade, cruelty-free cosmetics. LUSH expands its India presence on Myntra with over 150 of its most beloved products across skincare, haircare, bath, body, and fragrance – including the brand’s iconic bath bombs, solid shampoo bars, handmade soaps and fresh face masks that have earned LUSH a cult following among conscious beauty enthusiasts worldwide. Through this association, the brand will be able to unlock a thriving monthly user base of 75mn+ who are digitally savvy, discerning and are constantly looking for premium beauty and lifestyle products that can help them express their individual selves.
Commenting on the association, Venu Nair, Chief of Strategic Partnerships and Omnichannel, Myntra, said
“ At Myntra, we are committed to bringing the best of global beauty to our customers. In this endeavour, we are delighted to launch LUSH, an iconic, values-driven brand on Myntra Beauty, which our discerning customers will love and appreciate. As we continue to pioneer the beauty space in India through tech-led experiences, our association with Bilberry Brands has been key in bringing LUSH’s world-renowned expertise in fresh, handmade cosmetics to our audiences.”
Vishal Anand, Founder and CEO, Bilberry Brands India Pvt Ltd, (Lush India) added,
“India is one of the most exciting beauty markets in the world today, with consumers increasingly looking for brands that stand for authenticity, sustainability and transparency in ingredients. Our vision is to build Lush in India as a truly omnichannel brand that combines immersive retail experiences with strong digital access. Associating with Myntra allows us to bring LUSH to millions of consumers across the country while continuing to build the brand thoughtfully through our own platform and retail network.”
LUSH today operates in more than 50 countries with over 1000 stores worldwide, and sold over 21.2 million bath bombs globally in the last year alone.
