LUSH Cosmetics has launched on Myntra, marking its entry into India’s e-commerce market through a licensing partnership with Bilberry Brands India Pvt Ltd.
The British beauty brand, known for its handmade and cruelty-free products, is introducing over 150 stock-keeping units across categories such as skincare, haircare, bath, body and fragrance. The range includes its well-known bath bombs, solid shampoo bars, soaps and face masks.
The move is part of LUSH’s broader expansion strategy in India, with the Myntra partnership aimed at scaling access to a larger base of online consumers. Myntra’s platform, which caters to tens of millions of monthly users, is expected to provide the brand with wider reach among digitally active and premium-focused shoppers.
“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,” said Venu Nair, Chief of Strategic Partnerships and Omnichannel, Myntra.
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.”
Founded in the UK in 1995, LUSH operates in over 50 countries with more than 1,000 stores globally. The company has built its reputation on ethical sourcing and product innovation, with items such as bath bombs becoming key drivers of its global popularity.
