Forget seafood spreads and the first carols blasting over the loudspeaker in Coles. For many beauty buffs, the real herald of the holiday season is the moment Lush unveils its Christmas range. That first waft of cinnamon, clove and candy-coloured nostalgia hits you like stepping through a snow globe. One minute you’re running errands in your suburban shopping centre, the next you’re knee-deep in bath bombs, contemplating whether “just a quick browse” counts as self-care or seasonal strategy. For many, Lush at Christmas is as much a tradition as pudding and paper crowns. And, according to co-founder Rowena Bird, that magic began long before the company became a high street staple.
“The spark,” she says, “was working together for 40 years. We tried to get different jobs, found that we were unemployable for everyone else after working the way we wanted to for so long, and we really wanted to make a difference in the industry, continue with the passion that we all had.” That refusal to conform became the brand’s signature. You walk into Lush and there’s no sterile packaging or polite fragrance — it greets you like a festive party guest already halfway through a mulled wine.
Sustainability and ethics have always been central to Lush’s identity, not a seasonal marketing hook. “We’ve managed to stay true because they are the values in the hearts of all the founders, and they have become the values in the hearts of all the staff,” Rowena explains. “It’s easier to do those things as we have grown. For example, ethical buying — as the bigger player we are in the industry, the more we can do, and people take us seriously and we are known for it.” In Christmas terms, that translates to wrapping presents with purpose. These aren’t filler gifts grabbed last-minute at a petrol station. They’re the kind that spark an “Oh! You really thought about this.”
While many beauty brands chase the next TikTok micro-trend faster than you can hang a bauble, Lush isn’t interested in fleeting hype. “We don’t really follow a trend,” says Rowena. “But, we try to be relevant. We stay true to our principles, but we do showcase what is relevant to us, like Fragrance, Cherry and Banana, as Thomas Jefferson states: ‘In matters of style, swim with the current.’” Consider it the difference between novelty and nostalgia. Anyone can release a limited-edition peppermint body spray in December. Only Lush can make it smell like Christmas morning at your grandmother’s house.
That instinct for authenticity has led to some unexpected triumphs. “Sticky Dates Shower Gel,” Rowena says, still sounding delightfully surprised. “Created for an Eid project, it was so well received. Normally, the cultural holiday ranges come out once a year, and we weren’t expecting it to be such a hit. It then went viral online and since has become one of our core range products.” Proof that sometimes the most memorable gifts aren’t the ones you set out to buy.
Super Milk was another quiet achiever. “We were not expecting it,” she admits. “But thank you very much for loving the products as much as we do. It’s a mission for us to make a product for every need and it shows there was a need for them.” If you’ve ever bought someone a Lush gift box intending to give it away, then kept it for yourself because “it’s been a long year,” you’ll understand entirely.
Despite being renowned for heady scents, Lush has also begun making its mark as a fragrance house in its own right. “We have had fragrance for years, we have always been known as the smelly shop, but it’s been lovely to see how it has entered the main street market,” Rowena says. “Everything we do has the finest essential oils and is the essence of what we do. We have three perfumers in-house and we’re really proud of that.” Adding perfume to your Lush Christmas haul suddenly feels less like impulse and more like clever seasonal curation.
As for Rowena’s own festive self-care routine? It lives up to the brand’s reputation for gentle indulgence. “Happy Skin, Ultrabland, Beauty Sleep or Fresh Ayesha face mask, Gorgeous moisturiser, Lip Scrub Mint Julips, Lip Balm Lip Service.” The message is clear: Christmas isn’t only about spoiling others; it’s also an excellent excuse to spend fifteen minutes alone with a face mask and a Do Not Disturb sign.
And if she were stranded on a desert island with only three Lush products? “Ultrabland, thin layer as a moisture cleanse skin and hydrate if I get sunburnt, very gentle on the skin. Sultana of Soap to keep me clean and healthy — I could eat the bits to sustain me if I needed to — and Dream Cream to calm my skin if it gets sore.” Sun, sea and solid skincare: not a bad pitch for a tropical Christmas, either.
So, as you begin your annual gift dash — debating whether your cousin would prefer a Turmeric Latte bath bomb or the Comforter bubble bar — remember that behind every pot and potion is four decades of passion, purpose and playful rebellion. Lush doesn’t simply do Christmas. It conjures it. In scent, in colour, in philosophy.
Forget panic wrapping under fairy lights. The real joy is picking up a product that feels like it was made with someone in mind. And if that someone happens to be you? Well, Christmas miracles come in many forms. Some are tied with string. Others fizz when dropped into a hot bath.