British cosmetics brand LUSH has launched on Myntra, marking a significant milestone in its India expansion. The move comes through a strategic licensing partnership with Bengaluru-based Bilberry Brands India Pvt Ltd. The Myntra launch is part of the series of firsts that Bilberry has spearheaded for LUSH in India.
Founded in the UK in 1995, LUSH is a pioneer of fresh, handmade, cruelty-free cosmetics and one of the world’s most recognised beauty brands. Its Myntra storefront features over 150 products spanning skincare, haircare, bath, body and fragrance — including its iconic bath bombs, solid shampoo bars, handmade soaps and fresh face masks. The launch gives the brand access to Myntra’s user base of more than 75 million monthly shoppers.
Venu Nair, Chief of Strategic Partnerships and Omnichannel, Myntra, said, “At Myntra, we are committed to bringing the best of global beauty to our customers. In this endeavour, we are delighted to launch LUSH, an iconic, values-driven brand on Myntra Beauty, which our discerning customers will love and appreciate. As we continue to pioneer the beauty space in India through tech-led experiences, our association with Bilberry Brands has been key in bringing LUSH’s world-renowned expertise in fresh, handmade cosmetics to our audiences.
Vishal Anand, Founder and CEO, Bilberry Brands India Pvt Ltd, (Lush India) added, “India is one of the most exciting beauty markets in the world today, with consumers increasingly looking for brands that stand for authenticity, sustainability and transparency in ingredients. Our vision is to build Lush in India as a truly omnichannel brand that combines immersive retail experiences with strong digital access. Associating with Myntra allows us to bring LUSH to millions of consumers across the country while continuing to build the brand thoughtfully through our own platform and retail network.”
LUSH operates in more than 50 countries with over 1,000 stores worldwide, and sold more than 21.2 million bath bombs globally in the past year.
