Stepping into a Lush store during the Christmas season transcends ordinary shopping. It becomes a complete sensory event that makes you feel like the star of your own festive romantic comedy, basket in hand. Speaking with Rowena Bird, the brand's co-founder and undisputed queen of bath bombs, only intensifies this magical sparkle.
The Magic of Lush's Christmas Collection
For devoted fans, a conversation with Rowena Bird feels like receiving a golden ticket to Santa's workshop, albeit with more glitter and superior skincare benefits. This year's collection serves as a vibrant love letter to classic Christmas celebrations. It's playful, deeply colourful, and carries just enough sentimentality to evoke genuine emotion.
When asked what the collection evokes for her, Rowena beams with enthusiasm. "It's gone back to being more festive, I really like that… feeling more nostalgic and bringing in the festive celebration this year has been a joy," she shares.
The heart of the magic lies within the Lush Christmas Market display. Imagine rows of freshly pressed bath bombs, soaps still soft from being sliced, hand-tied gift boxes, and colours so bold they seem to hum with energy. The undisputed centrepiece is the Lush Advent Calendar, priced at $410. This towering temple holds 25 surprises, including cult favourites, Christmas exclusives, and ten unique treats available only in this box.
Ethics, Art, and Experiential Shopping
The calendar's artwork, created by Shruti Gadhvi from Artbox London, adds a special layer of joy. Inspired by vibrant flowers, mandalas, and the grounding rhythm of meditation, the design feels like bottled optimism wrapped with a ribbon. True to Lush's values, the packaging maintains its ethical standards without sacrificing appeal, using recycled card, recycled plastic ribbon, and compostable Eco Pops.
Rowena describes her role in the Christmas process as whimsical. "I am not very involved… it doesn't stop me having an opinion… I am like the Christmas Elf," she laughs. She wanders through development rooms, offering thoughts and sprinkling inspiration gathered from her travels.
Even after decades, what excites her most is witnessing people discover something new. "Seeing people's reactions… saying wow… when you create something that people want to do… it's very lovely." This emotional reaction is the true heart of Lush, beyond the visuals and scents.
Driving Change in the Beauty Industry
Lush continues its role as a leader in ethical beauty. Rowena is candid about the wider industry, stating, "I wish it was… if more companies put ethics in and stuck to them… the beauty industry would be better for it, but sadly I think it is very profit-led."
The brand reinforces its commitment through initiatives like Lush Giving. The first product is the Hutan bath bomb, with 75 percent of its sales price (excluding VAT) donated to protect the primary rainforests of Simeulue in Indonesia. These forests are home to the threatened long-tailed macaque. Silvi Dwi Anasari from EcosystemImpact Foundation emphasises, "Protecting wildlife… is about protecting a home for all of us to live side by side on our planet Earth."
Despite the digital age, Lush stores remain vibrant hubs. Rowena isn't surprised. "People are after experiential shopping… you can't smell online… staff love to talk about things and showcase the range." This craving for connection transforms the stores into playful playgrounds rather than mere shops.
Regarding Lush's enduring cult status, Rowena believes the secret is simple: "It's honest and people recognise that we are an honest company… we do what we say we're going to do." The formula of ethics, fun, and captivating bath art proves impossible to replicate.
Her excitement for the future is infectious, hinting at a Lush Hotel, more Spas, and more Hair Labs. "We are not finished… our jobs here are not done." A future filled with more colour, therapy rooms, and opportunities to soak in beautifully scented water is a prospect that keeps fans utterly invested.
