Lush, the UK-based handmade cosmetics brand, has spent the last 30 years redefining what it means to be a truly sustainable beauty company. While many brands have adopted sustainability as a marketing tool, Lush has embedded it into the DNA of its business. From its strict anti-animal-testing stance and commitment to vegetarian formulations to its radical departure from social media, the company has soared, while remaining steadfast in its values despite changing market trends. However, as the beauty industry evolves and consumer expectations shift, Lush faces new challenges and opportunities.The Evolution of a Pioneering BrandLush’s journey began in 1995, formed by six co-founders who had previously run a cosmetics manufacturing company that supplied products to The Body Shop. The brand’s ethos was clear from the start—fresh, handmade, vegetarian products that prioritized natural ingredients over synthetic additives. This approach was radical at the time, long before sustainability became an industry buzzword.Reflecting on the company’s growth, co-founder and Director Rowena Bird emphasizes to BeautyMatter the importance of organic expansion rather than rapid scaling. “If you do that, you can keep some semblance of hold over it and understanding of what it’s up to,” she says. “Whereas, if you’re too impatient and you start it and then you want all this mass funding to come in, you may not have a clue what’s happening in your business,” she continues.Lush’s business model has resulted in over 900 stores across 52 countries, supported by 17,000 employees and some very potent retail partnerships with retailers like Ulta Beauty and ASOS.