LUSH Introduces Its Signature Handmade Beauty Experience to India with First Store in Delhi
LUSH has opened its first physical retail store in India at Nexus Select Citywalk, Saket, bringing the brand’s distinctive, ingredient-led approach to beauty into a fully immersive retail setting for Indian consumers.
More than a market entry, the Delhi opening represents a translation of LUSH’s global philosophy into a local, tactile experience—where freshness, ethical sourcing, and hands-on discovery shape how customers interact with the brand. After establishing its digital presence in India last year, the new store allows shoppers to experience the textures, fragrances, and formulations that have long defined LUSH worldwide.
The India launch is being led in partnership with Bilberry Brands India Private Limited, reflecting a measured, experience-first expansion strategy. The store was inaugurated by Vishal Anand, Founder and CEO of Bilberry Brands India Private Limited, alongside Sophie Matheson, Senior Global Business Development Retail Manager at LUSH.
Designed as a sensory destination rather than a conventional retail space, the Nexus Select Citywalk store invites customers to explore fresh ingredients, bold formulations, and playful presentation. During a guided walk-through, guests were encouraged to test products across categories, feeling textures, inhaling signature fragrances, and understanding ingredient stories firsthand. That personal interaction with the formulations made a visible difference—transforming the experience from simple browsing into genuine engagement, and reinforcing why LUSH’s hands-on approach remains central to its global appeal.
With additional locations planned for Mumbai and Bengaluru, LUSH is building a multi-city presence in India, blending digital access with experiential retail to create long-term brand connections.
“Bringing LUSH to India is deeply personal for me,” said Vishal Anand. “This is not just about opening a store. It is about introducing a philosophy built on freshness, ethics, and conscious beauty. Indian consumers are increasingly seeking transparency and authenticity, and LUSH speaks to that through handmade craftsmanship and responsible sourcing.”
Sophie Matheson added, “A LUSH store is meant to be experienced. It is a space where creativity and conscious beauty come together, allowing customers to connect with the brand in a tactile, meaningful way. From skincare and haircare to bath, body, and fragrance, we are excited to build a local community in India that connects with what LUSH stands for.”
The Delhi flagship brings together LUSH’s most recognisable categories, including fresh face masks, solid shampoo bars, limited-edition collections, and the brand’s iconic bath bombs—first created in 1989 by Co-Founder Mo Constantine and now a global signature.
With millions of bath bombs sold annually worldwide, LUSH continues to be defined by its commitment to handmade beauty, creativity, and ethical innovation.
