British ethical cosmetics brand LUSH has announced its re-entry into the Indian market, launching an online-first retail model through Lush.in and unveiling plans for offline stores in major cities. The comeback is being managed via a licensing partnership with Bilberry Brands India Pvt Ltd, based in Bengaluru. 

This marks a significant return for LUSH, which first entered India in the early 2000s with standalone stores in metros like Mumbai and Bengaluru. However, the brand exited the market nearly two decades ago, citing operational challenges and difficulties in scaling its niche positioning in a price-sensitive environment. 

Globally renowned for its handmade, cruelty-free, and eco-conscious products—including bath bombs, fresh face masks, and solid shampoo bars—LUSH has built a loyal following among sustainability-minded consumers. Its re-entry comes at a time when India’s premium beauty and wellness segment is booming, with consumers increasingly seeking ethical and experiential products. 

The brand’s new strategy emphasizes:

– Digital-first rollout via its Indian website. 

– Planned offline expansion in key metros. 

– Local manufacturing ambitions, aligning with India’s “Make in India” initiative to strengthen supply chains. 

Industry watchers note that LUSH’s return reflects growing confidence in India’s evolving beauty ecosystem, where sustainability, inclusivity, and premium experiences are driving consumer demand.