Can Lush win India the second time around?

Subscribe to enjoy similar stories.Around two decades after exiting India, UK cosmetics brand Lush has re-entered the market, looking to tap into the country’s growing luxury beauty segment.The maker of bath bombs, shower jellies and solid shampoo bars has partnered with Bengaluru-based Bilberry Brands under a licensing agreement, beginning with an online launch and a physical store in Delhi. A second Delhi outlet, along with stores in Gurugram and Mumbai, is expected to open soon. It plans to open seven stores by the end of 2026.In a video interview, Lush co-founder Rowena Bird discusses the brand’s return to India.

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It wasn’t straightforward to do business when we first entered. Importing was expensive, the shopping malls weren't there yet—I just don't think retail was where it is today. Now it's a much more straightforward place.


It's still not cheap to import the products, but it's a different marketplace. That's what makes all the difference.We're following a similar plan; we have Bilberry as our local partner. We always choose our partners with people that we actually like and would like to have dinner with and be friends with.

Other than that, the market and Lush has changed. It has a different feel. The products have changed.

I think we've grown up more. We now have spas, hair labs, and anchor stores in many more countries now. There's a lot more experience now than when we first opened in India.In some ways, we're all very much the same.

But what products sell—sometimes we have differences because you're dealing with humidity. In India, we're more likely to sell more shower products, whereas in the UK, we sell more bath, things like that. 
The fragrances you tend towards more heavier, stickier