Beauty

Lush is celebrating 30 years of the bath bomb with its biggest launch yet

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Georgia Drew
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For its 30th anniversary, Lush has launched 54 new products ready to be dropped into bath tubs up and down the country.

Lush’s bath bombs have officially turned 30, and the brand is celebrating with one of its biggest launches yet.

Over the last three decades, Lush has shaped the face of the handmade, cruelty-free beauty sector and grown exponentially into the juggernaut it is today. At some point, most of us have come into contact with the brand be it attending one of their epic birthday parties or being given one of their extravagant gift sets. Their bath bombs are arguably an institution.

In fact, the Butterball, soothing cocoa butter pieces that melt into the water while giving off a relaxing ylang ylang scent, is the brand’s longest standing bath bomb and remains a bestseller since its 1995 release.

Lush Butterball Bath Bomb, £2.95

To celebrate the big 3-0, Lush is releasing a staggering 54 new bath bombs, some of which are completely new inventions, while others feature fan fave scents and “blasts from the Lush past”.

Lush shops up and down the country will each be given creative license to choose from those 54 the products they think their customers will love the most. Don’t panic – you won’t be stuck with the same choices forever – the shops will be given the choice to change their picks on a regular basis for customers to try out.

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But northerners are in luck because all 54 products will be available from the new Liverpool branch. The recently opened retail space is the largest Lush has ever built, claiming twice the square footage of the Oxford Street store.

Among the new launches, there’s Marshmallow World (a sugar bath scented with American Cream), Royalty (shaped like a crown and scented with jasmine and sandalwood) and Harajuku (inspired by kawaii colour).

Lush has been leading the way with its innovative retail ideas for a while now. It launched a bath bomb-only store in Tokyo last November, where shoppers were treated by wall-to-wall bath bombs.

But you won’t find any of its iconic chalkboard signage here - simply hold your smartphone up to the products using the Lush Lens on the #LushLabs app and you’ll instantly receive detailed information about the bath bomb in front of you. This includes its ingredients, how it dissolves into your bath and what scents you can expect. Fingers crossed they bring this clever technology over to the UK soon. But in the meantime, we have 54 bath bombs to work our way through…

Images: Courtesy of Lush

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Georgia Drew

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