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Lush axes 150 products in Fewer Products Better Results initiative

Tom Shearsmith
17 July 2020

Lush has announced it will discontinue approximately 150 of its products, including a selection of bath bombs, foundation and skincare items, to make space to introduce more fresh and natural products.

The retailer has taken lockdown as an opportunity to review its entire product portfolio, creating its "Fewer Products Better Results" initiative, which will discontinue products that are no longer aligning with its key criteria, making space for fresh innovation.

  • Does it serve customer's needs?
  • Is it number one in its category?
  • Is it part of a cosmetic revolution?

The entire collection of Beyond liquid foundations has been axed, as has several lipsticks and eyeliners as the retailer continues to press ahead with its ‘Naked’ initiative.

Cult favourites that are going out of production include the Oat face mask, Karma Cream lotion and aubergine bath bomb.

Subscribers to the new Lush Kitchen Subscription Box have the opportunity to vote on the boxes contents, with the company suggesting products could be reintroduced if there is enough requests from subscribers.

In a statement from Lush, the company said: "There are bound to be some disappointments but far many more opportunities as we make room to create things that are best in their class - fewer products, that give you better results. 

"We have a dedicated team of product inventors bursting with ideas that will knock your socks off. It will take a while before these are all gone, but as always at Lush nothing is often gone forever."


Discounted items are as follows:

Bath Bombs -
Aubergine, Ninja, Black Rose, Blue Gardenia Bath Salt Cube, Calavera, Flight, Geode, Golden Slumbers, Goldrush, Honey I Washed The Kids, Kitsune, Lucky Cat, Roar!, Rocket Science, Rose Butterfly, Rose Clay Bath Salt Cube, Royalty, Strawberries and Cream, Tengri, The Olive Branch, Think Pink, Turtle Jelly Bomb, Yuzu & Cocoa.

Bath oils -
Ain't No Mountain High Enough, Angels, Cream, Demons, Double Vitality, Floating Island, Flowers Barrow, Furze, High Violet, I Want A Pony, Imp-atient, Lets Get It On, Love Is The Way, Mmmelting Marshmallow Moment, One Kiss, Polyamorous, Revelations, Savior, You've Been Mangoed.

Bubbles - 
Akaname, Bathos, Candy Bubble Brush, Dirty, Erlenmeyer Flask, Excavation, Gold Finger, Keep it Fluffy, Love, Party Popper, Relax... Take A Bath, Return to Emerald City, Rugar Rush, Stargazer.

Shower -
Naked and Liquid Shower Gels - Almond Blossom.
Shower moisturisers - Argan Dragon.
Shower scrubs - Big Buffy, Easy Peeler, Soya Bran exfoliator.
Shower bombs - Blue Pill, Love, Luck, Meditation shower bomb, Supernatural, Tantric Energy.

Body -
Hands - Frangipani Glove, Salted Coconut Scrub.
Deos & Dusting - Greench solid deo, Gymslip, Princess, Sunflower.
Lotions - Karma Kream naked and potted, Little pot of Energy, Naked Dream Cream, Naked Pansy, Naked Sleepy, Naked Sympathy For The Skin.
Masks - Oat Mask.
Shimmer bar - Shimmy Shimmy
Balms - Ultra balm, Vegelene.

Face -
Facial oils - Amazon primer, Banana skin, Dirty Beard Oil.
Cleansers - Baby Face, Griti politi (All Sizes), Like a virgin (All Sizes), Okame.
Masks - Brazened Honey, Cupcake.
Mouth - Whipstick Lip Balm.

Make-up -
All shades of Beyond Foundation Liquid Foundation.
Lipsticks - Banjul, Bissau, Caracus, Chouf, Dubai, Haarlem. Harare, Havana, Jaipur, Kingston, Kwinella, Lahore, Linz, Lulea, Madrid, Manchester, Mandalay, Maun, Milano, Mogadishu, Paris, Porto Alegre, Porto, Pretoria, Sapporo, Tokyo, Tomsk, Windhoek.
Eyeliners - Calico, Ceriths, Coquina, Cowrie, Periwinkle, Tellin.
Glow Sticks - Ibis, Lark, Peacock, Rock Dove, Sunbird. Loose Bronzer - Desert Island.

Oral care -
Mouthwash - Adam's Apple, Chamomile, Golden Pear, Gospels, Happy Pill, Mandarin, Palma Violet, Pangalactic Gargle Blaster, Sleepy Pill, Spritz, Zephyrus.
Toothy tabs - Before Eight, Bubblegum, Frostbite, Happy Pill, Limelight, Mandarin Fireworks, Miles of Smiles, Neem, Oral Pleasure, Supermineral, Supherb, Top Gum.

Hair -
Hot oil treatment - Arabian Brights, Hair Doctor, Hercules, Kinky, Marilyn, New, Yuge. 
Conditioner - Black Hole Sun, Jungle, Sugar Daddyo. 
Shampoo - Curly Wurly, No Drought pressed dry shampoo, Petal Head pressed dry shampoo. 
Styling - Giants Gel, Hair Custard, On Edge, Millennial, Poseidon, Queen Bee, The Invisible Dry Oil, There's Something About Rosemary.

Lush has reopened its' stores after as non-essential retail restrictions are relaxed across England, although treatments and sampling have not resumed.

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