Press release

Berlin is going naked!


Lush opens Naked shop in Germany!

On Friday 5th October 2018, the Lush shop on Alexanderplatz will open its doors again after a 10 day renovation into the first naked cosmetic shop in the country.

At Lush, we have always tried to use creative solutions to make a positive impact on the planet, like the invention of the first-ever solid shampoo bar which saves nearly 6 million plastic bottles yearly, and, more recently, offering customers a solid alternative to liquid shower gel. As of 2018, 65% of Lush's all year round products are currently totally unpackaged.

Following the success of the first Lush Naked shop in Milan which opened in June 2018, the new shop in Berlin will host more than 240 solid alternatives to cosmetics normally found in liquid form. You will be able to find the classics such as solid shampoo bars and soaps, along with brand new innovations in the form of solid body lotions, shower bombs, facial oils, serums and much more!

We are really excited to bring this idea to Berlin, one of the greenest cities in the world. We can’t wait to see how people react to it.Mark Constantine OBE, Lush Co-founder & Managing Director

Shine a light on glitter

Exclusive to our Naked shops, you will also be able to get your hands on Lush Glow Sticks solid highlighters. Previously only available to purchase online as limited edition, the solid highlighters are available in 10 shades.

They can be used wherever and however you wish - just apply to the cheeks, lips, eyes, browbone or anywhere else you want to shimmer or sparkle.

Robin Glow Stick - solid highlighter

Lush Lens app

Rather than scanning labels for information, visitors to the shop will instead be able to scan products directly using new AI product recognition technology developed in-house by Lush Digital’s R&D team, Tech Warriors. The Lush Lens app is powered by Tensorflow from Google and will be available on Fairphone devices in-store to help customers go packaging free with ease - simply scan a naked Lush product with the smartphone to get all the product and ingredients information you need in a fun and environmentally-conscious way.

And it’s not only the products... the entire store construction has been implemented sustainably with old furniture and equipment adapted and re-used where possible. Where new furniture is necessary, it is made from reclaimed wood purchased from old, demolished buildings and then processed sustainably for use in the shop. For example, an old wooden floor plank from a farmhouse to a new bath bombs shelf in Berlin Mitte.

All worktops are made from Lush’s 100% post-consumer recycled plastic black pots, which can be returned by the consumer and then reprocessed at the recycling facility in Poole. And, while they won’t be selling the pots in the Naked shop, they will still accept returns from other shops as part of Lush’s black pot recycling scheme - only, instead of the usual face mask given free for every 5 pots returned, the Naked shop will be thanking customers with a naked fresh cleanser.

Further Information

You can find the Lush Naked Shop in Berlin here.

To keep an eye on all the action follow #LushNaked, #unverpackt and @lushalexanderplatz via social.

To celebrate Berlin going naked, #LushLabs have just released 10 new vegan, self-preserving, zero waste skincare products bursting full of nourishing ingredients. Available online throughout Europe for one month only, when they're gone, they're gone... or just available from our Naked shops!

Get yours here!

Notes to Editors:

About Lush: Since establishing 23 years ago, Lush has been driven by innovation and its ethics. Creators of pioneering beauty products such as the fizzing bath bomb, shower jellies and solid shampoo bars, Lush places emphasis on fresh ingredients like organic fruits and vegetables. Lush fights tirelessly against animal testing and operates a thoroughly comprehensive Ethical Buying department, developing fair and direct trade initiatives. Lush leads the cosmetics industry in combating over-packaging by running public awareness campaigns and developing products that can be sold ‘naked’ to the consumer without any packaging.

For further information or interview requests, please contact: / 020 7434 3948

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