According to the study "The new plastics economy: rethinking the future of plastics", carried out by the World Economic Forum in collaboration with the Ellen MacArthur Foundation, by 2050 there will be more plastic than fish in the oceans. Starting from this reflection, Lush has decided to make its own contribution by stripping its products of plastic packaging and transforming the shop at via Torino 42 in Milan into its first store in the world to be completely free of plastic.

The products on sale in the new Lush store

From shampoos to body conditioners, bath bombs to soaps, scrubs and hair masks, right through to shower gels and deodorants. Behind Lush's new format lies a great deal of research and development work that has resulted in products being stripped of their plastic packaging, offering solid, high-performance solutions handmade with fresh, ethically sourced ingredients.

On sale in the new store are Lush's all-time classics, such as bath bombs and solid deodorants, already available in all the brand's stores and online. Exclusive to this location, however, are shower gels, face cleansers and other solid products from the skin care range, as well as a new bath bomb in the shape of a sea turtle, previewed here and now available to buy in all stores. The turtle jelly bomb is the symbol of an awareness campaign launched by Lush to coincide with World Oceans Day, because, thanks to the agar agar seaweed it contains, it is able to simulate the release of microplastics into water.

An initiative for the good of the environment

Lush is challenging the cosmetics world by proposing a new, more responsible model of industry, one that is more aware of the Planet's future. Long attentive to recycling and reducing the use of virgin plastic, the famous British brand has set in motion a radical change with the opening of a store completely free of plastic bags or plastic packaging.

Serving as an example to both the industry and consumers alike, the Milan store has been conceived as a place for experimentation, exchange and sharing of ideas, equipped with an events space where visitors can sit and read or attend talks, screenings, workshops and film projections on the conservation of the seas, the possibility of a zero-waste future and alternatives to single-use plastic. A concept store designed for customers and visitors who, with their feedback and suggestions, will be the true protagonists of this initiative, so that change involves everyone and gives each of us the opportunity to contribute to creating a better world.