The Handmade Cosmetics Category Gets a Boost With LUSH’s India Foray

The global cosmetics company partners with Bilberry Brands India to introduce its product portfolio through a direct to consumer model

The handmade cosmetics segment in India is set to widen with the online launch of LUSH through Lush.in, marking the brand’s formal re-entry into the Indian market. Known globally for its fresh and cruelty free cosmetics, LUSH has begun operations in India through a licensed partnership with Bilberry Brands India Private Limited, adopting a direct to consumer approach as its initial route.
Founded in the United Kingdom in 1995, LUSH has built its identity around handmade products, ethical sourcing and opposition to animal testing. With a presence across more than 50 countries and over 850 stores worldwide, the brand’s arrival adds to India’s expanding landscape of conscious beauty and personal care offerings.

Under the licensee agreement, Bilberry Brands India Private Limited will oversee LUSH’s India operations. The partnership will initially focus on online sales, with plans to expand into physical retail formats across key Indian markets in the coming months. The launch of Lush.in enables customers across India to access the brand’s product range directly through its digital platform.
Indian consumers will have access to a comprehensive portfolio spanning skincare, haircare, bath and body and fragrance categories. The range includes products such as fresh face masks, solid shampoo bars and seasonal limited editions that have contributed to LUSH’s international following. The company has stated that its Indian offering will reflect the same handmade approach and ingredient standards followed globally.

Commenting on the development, Rowena Bird, Co Founder of LUSH, said the company was pleased to re-open in India through the launch of Lush.in, with a physical store also planned. She noted that the timing aligns with year end festivities and expressed enthusiasm about once again offering Indian customers access to the brand’s fresh handmade cosmetics.
Vishal Anand, Founder and Chief Executive Officer of Bilberry Brands India Private Limited, said that LUSH represents more than a cosmetics label, highlighting its focus on experience creation, advocacy and sustainability. He added that the partnership aims to deliver an authentic LUSH experience in India while building a community of customers who value fresh and ethically made products.

With the launch, several of LUSH’s globally popular shower gels including Rose Jam, Good Karma, Honey I Washed The Kids, Happy Hippy and Dirty Springwash are now available to Indian customers. The haircare range includes shampoos such as Fairly Traded Honey, Rehab, Daddy O and Wasabi Shan Kui. Among conditioners, products like Power, Revive, Candy Rain and Glory form part of the available lineup.
The company has also highlighted seasonal demand, noting that products such as Wasabi Shan Kui Shampoo, Super Milk Conditioning Spray, Glory Conditioner, Daddy O Shampoo, Happy Happy Joy Joy Conditioner, Celestial moisturiser, Eau Roma Water Toner, Rose Jam Shower Gel and Ro’s Argan Body Conditioner are currently among those gaining attention during the winter period.

LUSH has reiterated that all its products are handmade using fresh ingredients, safe synthetics and responsibly sourced essential oils. Ingredients include vanilla sourced from smallholder farmers in Uganda and Tanzania, rose absolute from partners in Senir, Turkey, and neroli sourced from family run producers in Tunisia. Each product carries a label indicating who made it, the date of manufacture and the suggested use by date, reflecting the brand’s emphasis on freshness.
Products will be available for delivery across India through Lush.in, allowing customers nationwide to access the brand’s full range. The company has stated that freshness remains central to its approach, with products intended for regular purchase and use while ingredients remain at peak activity.
With its India foray, LUSH adds to the growing number of global beauty brands engaging Indian consumers through digital first models, as demand for ethically produced and cruelty free cosmetics continues to expand.

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