Lush has announced it will discontinue over 150 of its products, including a selection of bath bombs, foundations, and skin care items, to make space to introduce more “fresh, natural products”.
The British cosmetics retailer said on Thursday it used the lockdown to review its product portfolio. Following CEO Mark Constantine’s ‘Secret Masterplan’, which sets out a vision for creating a “cosmetic revolution to save the planet”, product analysts reviewed each product to see if they met specific criteria.
The exercise resulted in hundreds of products being discontinued, including more than 20 different bath bombs and over 15 bath oils. The entire collection of Beyond liquid foundations has been axed as well as several lipsticks and eyeliners as the retailer continues to press ahead with its ‘Naked’ initiative.
Lush has been heading deeper and deeper into the packaging-free movement, launching packaging-free ‘Naked’ shops in Milan, Berlin, Manchester, and Hong Kong.
Explaining its decision to phase out so many products, the company said in a blog post: “There are bound to be some disappointments but far many more opportunities as we make room to create things that are best in their class - fewer products, that give you better results.”
And the company has recently launched a new service, the Lush Kitchen subscription box, which will see consumers receive a box of 4-5 exclusive products for £35 a month. The contents will be based on subscriber votes, which means some of the discontinued products could be making a return.