Freshness that keeps evolving, fun that never quits, fierceness that sets trends, a new LUSHmas collection—what’s next for the brand that’s been unstoppable since 1995?
It was a Monday, but there were no start-of-the-week blues from the energy at The Astbury in Poblacion, where Lush kicked off their 30th Anniversary Party and launched their 2025 Holiday Collection—and yes, it was everything you’d expect from this iconic brand: festive, fresh, and so much fun. The theme? “Party Like It’s 1995!” And from the minute you walked in, you could feel the good vibes: from the nostalgic 90s references to the immersive, multi-sensory experiences that made this an event to remember.
The space itself was a heady mix of vibrant colors, intoxicating scents, and sheer Lush magic. I swear, every year, the olfactory overload at these events gets better, and this year? They took it to the next level.
Three decades of fresh, ethical innovation
Since 1995, Lush has been at the forefront of innovation in the beauty industry, creating fresh, handmade cosmetics that combine ethical values with cutting-edge products. Known for its iconic bath bombs and a steadfast commitment to cruelty-free, environmentally-conscious practices, Lush has grown from a small shop on 29 High Street in Poole, UK, to a global brand with over 800 stores worldwide. In those early days, the company launched with a customer-named brand, and just a year later, it opened its first international store in Vancouver, Canada. From the beginning, Lush made its values clear with the ‘We Believe’ statement, a declaration of ethics that continues to guide the brand today. Fast forward to 2025, and the company is celebrating 30 years of innovation, having recently returned to its roots with a big birthday bash at the original Poole location, alongside exciting new product launches to mark the occasion.
‘Party Like Its 1995′: A smell-tastic, sensory-soaked shindig
One of the best parts of any Lush event (and this year was no exception) is getting to breathe in the joy of their products, whether it’s the crowd-pleasing holiday collection or the signature bestsellers. And trust me, there were A LOT of iconic smells floating around this event.
Among the highlights were the Memory Wall and the Bath Bomb Museum.
A trip down memory lane, the Memory Wall featured Lush’s greatest milestones over the past 30 years. From their humble beginnings to their global takeover, it was a heartwarming reminder of just how far this brand has come.
The Bath Bomb Museum, meanwhile, was a sensory lover’s dream! A carefully curated collection of the bath bombs released over 30 years, on show for Lush fans to marvel at. Each bath bomb offered a unique blend of colors, textures, and scents, making it a festive, fabulous display for all to enjoy. Fun fact: co-founder and product inventor Mo Constantine invented the bath bomb in her garden shed back in 1989, years before Lush opened its very first store.
Another standout station was the Perfume Library, where Lush fans could meet their scent match. Whether you’re a sweet, floral kind of person or someone who prefers something a little woodier and earthy, Lush’s team helped you find that just right fragrance to suit your vibe.
And let’s not forget the other interactive stations, where you could channel your inner DIY master and create your own bubble bars, bath bombs, and face scrubs. Pure creative magic!
A conversation about the Lush legacy
No Lush event would feel complete without hearing from the people who live and breathe the brand. I had the chance to chat with Liberty Nicholls (Lush International Partner Support Retailer) and Ida Nones (SSI Merchandise Group Manager), and it’s clear their passion for Lush’s 30-year journey runs deep—almost like it’s in their blood.
And for Liberty, it kind of is. This isn’t just a job—it’s a family legacy. Her dad was one of Lush’s first store managers when the brand was still in its early days, and you can tell that connection fuels her enthusiasm. She shared a little insight into how Lush stays ahead: “We’ve always pioneered innovation… we’ve kind of led the way with products that are naked, natural, and self-preserving,” she explained. “Because we control our own supply chain, we can be very reactive to trends we see in the market, and that’s the way we continue to evolve and level up.”
Liberty’s deep ties to the brand give her a unique perspective on its growth and its ongoing innovations. For example, she highlighted their shift towards permaculture: “We are now going into permaculture. We’ve always been actively aware of where we source ingredients, but we are now taking it to the next level, with permaculture, from the start of the chain to the endpoint, for the benefit of our consumers.”
Ida echoed Liberty’s sentiment about innovation being the heart of Lush’s ethos. “We’ve got products that have been with us for 30 years—like our core Christmas range. So we decided to feature both our 30th year anniversary and our core Christmas collection, which we try to innovate every year,” she explained. “The original founders and owners are also the product inventors, and they are still at it. They target to create 500 new products every year,” she pointed out.
This passion and perseverance carry the brand forward, alongside the values and innovations that have kept Lush at the forefront of the beauty industry for three decades.
LUSHmas: a perky peek into the 2025 Holiday Collection
Speaking of their holiday collection, let’s talk about LUSHmas. The season is always “lush-cious” at Lush, and this year is no exception. With their iconic holiday scents and a bunch of brand new, limited-edition products, the LUSHmas collection is a must-have. And speaking of icons, Snow Fairy is back in all her magical forms—and then some. That sweet, gourmand scent is now available in jelly, liquid, bar, gel, scrub, glittered-up, and lotion forms, among others. It’s the festive favorite that just keeps on giving.
From Christmas-y bath bombs that transform your tub into a winter wonderland (like the Reindeer and Snowdrift Bath Bombs) to sparkling bath oils, every product is a nod to the specialness of the season. Of course, Lush’s ethical, zero-waste principles are front and center—think naked products, sustainable packaging (when it is used), and recycled materials (all Lush bottled products are packaged in certified recycled Prevented Ocean Plastic™), all while creating the luxurious bath-time experience we know and love.
The future of Lush: more innovation and giving
30 years on, Lush is still pushing boundaries. With their commitment to creating naked, sustainable products and continuously finding ways to make their production process even more eco-friendly, the brand is always looking toward the future. They’ve pioneered an approach to beauty that’s not just about looking good, but doing good, too.
This isn’t just a brand that’s about fresh products—it’s a brand with heart. Lush is cruelty-free, meaning they never test on animals, and they go beyond the usual industry standards by ensuring their products are ethically sourced, with an unwavering commitment to animal rights. But Lush’s mission doesn’t stop at making you smell amazing—it’s about making a real-world impact.
As Libby Nicholls put it: “Our charity work is now incorporated into our products—specific collections where 75% of sales for selected items go to projects and charities Lush supports.” Whether it’s advocating for the environment, fighting for animal rights, or supporting human rights, Lush continues to prove that beauty can be a force for good.
Here’s to 30 more years of freshness (and beyond)
Lush’s 30th anniversary isn’t just a milestone—it’s a celebration of what makes them stand out. Their dedication to creating fresh, ethical, and innovative cosmetics has transformed the beauty world, and judging by the energy at the event, they’re just getting started.
Here’s to more groundbreaking products, sustainable practices, and making the world a little lush-er—especially at Christmas. Ready to join the party, post-1995? Check out Lush’s holiday collection and keep the celebration going.
In the Philippines, Lush is exclusively distributed by Stores Specialists, Inc., and is located at Alabang Town Center, Ayala Malls Manila Bay, Bonifacio High Street, Glorietta 4, Greenbelt 3, Robinsons Magnolia, Shangri-La Plaza, SM Mall of Asia, SM Megamall, and TriNoma. Available also in Shopee, Lazada, Zalora, and Trunc.com. Visit www.lush.com.ph and www.ssilife.com.ph or follow @ssilifeph on Instagram for more information.
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