Why Lush is so alluring
By Jillian McMullen, Staff Writer
Natural cosmetic company Lush has come a long way from its humble origins in Poole, England. Owners Mark Constantine and Elizabeth Weir made a name for themselves in the skincare industry producing their now-famous solid shampoo bars, which aim to eliminate the water consumption and waste associated with traditional shampoo production. According to their website, this initial claim to fame has helped the company open over 700 stores worldwide.
This doesn’t answer the question of how or why the act of shopping at Lush feels so special. Why are enthusiastic shoppers dedicated to the brand calling themselves “Lushies” on reddit threads? I’m tempted to simply say that bath bombs are amazing and seven dollars a bath really isn’t that much to pay (I’m a big fan of Big Blue―refreshing and oceanic). However, I don’t really think that’s it.
Entering a Lush store is an entire experience in itself. You are greeted by a soft-spoken woman with naturally tousled, long flowing hair, soft music plays overhead and you are awestruck by the neatly arranged, gravity-defying mountains of bubble bars. The smell of carefully curated essential oils shifts and evolves from the skin care section to the cash registers in the back. Most important, I think, is the way they market themselves. Each black pot is marked with the name and image of the actual compounder―a name the company gives to their production staff―who made the product, something I think is attractive to millennials who sometimes feel disassociated from those around them in today’s society. Those black pots are also all uniform, which, if you’re like me, is really satisfying to see above your bathroom vanity and makes you want to buy more “matching” products.
I definitely wouldn’t consider myself a “Lushie.” as I find a lot of their products overpriced or simply unnecessary. But I can definitely say that whenever I walk by a Lush storefront, there’s just something totally intoxicating about walking through their open doors.