Lush’s Naked concept has ceased all plastic packaging by offering innovative packaging and product alternatives for cosmetics in a bid to end the worldwide war on waste. The environmentally-friendly concept was first introduced by Lush in Milan and Berlin in 2018.

Following its success, Lush expanded to the UK in an effort to show how small changes can have a positive impact on the environment. The Naked store opened its doors on Jan. 18 at 10 Market Street in Manchester, after undergoing a renovation.

The store offers a range of classic cosmetic products, including solid soap, shampoo bars and a variety of new skincare products, all packaged in ways that void the need for any plastic.

As reported by The Independent, designers at Lush spoke about their hope that the Naked concept will inspire consumers to make more sustainable choices when shopping. 

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“I think visitors to the Naked shop will hopefully realize how easy it is just to bring their own bags with them when they’re shopping or to make a better choice about how they’re taking products away,” one Lush designer said.

“It really helps promote our brand transparency and celebrate our products and the fact that they’re straight from the source,” another added.

Lush’s "Naked" innovation doesn’t stop with plastic-free packaging and product alternatives.

Using the recently launched #LushLabs app, customers are able to scan products directly from the shelves using a feature called Lush Lens.

It allows consumers to look at the detailed ingredient information, cancelling the need for plastic labelling on the back of cosmetic items. The app also offers "how-to" demonstrations for the products on consumers' phones. (geo/wng)