After a 20-year hiatus, UK cosmetics brand Lush is re-entering India, targeting the rapidly expanding luxury beauty market, projected to reach $4 billion by 2035. Partnering with Bilberry Brands, Lush begins with an online launch before opening stores in major cities like Delhi, Mumbai and Bengaluru.

Lush co-founder Rowena Bird cites increased internet use and growing awareness of Western brands as key drivers for the return. The company plans to import most of its 350+ products from the UK, while producing some fresh items locally. This expansion follows a recent UK-India free-trade agreement, eliminating significant tariffs on cosmetics.

Highlights

* Lush has re-entered the Indian market after 20 years, partnering with Bilberry Brands.
* They aim to capitalize on India’s growing luxury beauty market, projected to reach $4 billion by 2035.
* The launch follows a UK-India free trade agreement, reducing tariffs on cosmetics.

Lush Returns to India: A Beauty Revolution Rekindled?

After Two Decades, the Iconic UK Brand Sets Its Sights on India’s Booming Luxury Market

Published: November 24, 2025, By Reuters

Imagine the vibrant colors, the intoxicating aromas, the sheer indulgence. Lush, the UK-based cosmetics powerhouse known for its ethical practices and innovative products, is making a triumphant return to India after a 20-year hiatus. This news is more than just a business headline; it’s a signal of India’s growing appetite for luxury and a rekindling of a beauty revolution.

A Strategic Partnership for a Promising Future

Lush is partnering with Bengaluru-based Bilberry Brands through a licensing agreement. They are diving headfirst into the digital space with an online launch, with physical stores soon to follow. Vishal Anand, founder of Bilberry Brands, has stated the ambitious goal to open stores in major cities like New Delhi, Mumbai, and Bengaluru within the next 18-24 months. This decision comes after they approached 25 top malls nationwide, making Lush products accessible to a broad Indian audience.

"Shopping retail has changed a lot. You have got a lot more Western brands (that) people are more aware of," says Rowena Bird, co-founder of Lush. This statement shows the brand’s recognition that India’s consumer landscape has evolved, with increased awareness of global brands due to rising Internet usage.

Riding the Wave of India’s Luxury Beauty Boom

Lush isn’t alone in recognizing India’s potential. Global beauty giants like Estee Lauder and Shiseido are also expanding their presence, driven by slowing growth in developed markets and the allure of India’s burgeoning luxury beauty sector.

Consider these figures:

• The Indian luxury beauty market is projected to quintuple to a staggering $4 billion by 2035.
• Lush boasts over 850 stores in more than 50 countries worldwide.
• The brand’s turnover for the year ending June 30, 2024, was nearly £675 million ($887.36 million).
• The free-trade agreement between Britain and India will phase out duties of up to 22% on UK cosmetics.

These are more than just numbers; they paint a vivid picture of opportunity.

What to Expect from Lush India

Prepare to be delighted. Lush plans to import most of its extensive range of 350-plus products from its UK factory. However, a selection of "fresh" items like face masks will be crafted locally using authentic Indian ingredients. This blend of global expertise and local sourcing promises a unique and exciting offering for Indian consumers.

The Bath Bomb Effect

Known and beloved for its "bath bombs," Lush has captured the hearts (and bathtubs) of millions with its fizzy, scented creations. Will India succumb to the "bath bomb effect"? All signs point to yes.

Are You Ready for the Lush Experience?

Lush’s return signifies more than just a business venture. It’s a chance to experience ethically sourced, handcrafted beauty that’s good for you and the planet. Will you join the Lush revolution in India?

FAQ

Okay, based on the article provided, here are 6 Frequently Asked Questions (FAQs) and their answers:

1. Why is Lush returning to India?

• Answer: Lush is returning to India to tap into the country’s booming luxury beauty market. Global beauty brands see India as a growth opportunity as growth slows in developed markets.

2. When did Lush previously leave India?

• Answer: Lush exited India around two decades ago.

3. How is Lush entering the Indian market this time?

• Answer: Lush has partnered with Bengaluru-based Bilberry Brands under a licensing deal. They are starting with an online launch and plan to expand into physical stores.

4. What are Lush’s plans for physical stores in India?

• Answer: Lush and its partner aim to open stores in major cities such as New Delhi, Mumbai, and Bengaluru within the first 18–24 months of expansion. They have approached 25 top malls nationwide.

5. Where will Lush products sold in India come from?

• Answer: Lush will import most of its products (over 350) from its UK factory. However, they will also make a small share of "fresh" items like face masks locally using Indian ingredients.

6. How will the UK-India free-trade agreement affect Lush’s business in India?

• Answer: The free-trade agreement will cut tariffs on goods, including phasing out duties of up to 22% on UK cosmetics and toiletries, potentially making Lush’s products more competitive in the Indian market.