If the natural-leaning makeup, shower, and skin brand Lush has felt really in-your-face in the last couple of months, it's not just you. Founded in 1995 in Poole, a town on the southern coast of England, the cosmetics line has received a boost in recent months, showing up in Facebook feeds, in the news, and on Kylie Jenner's social channels, elevating it from a niche, hippie-friendly brand to a major mainstream contender.
So why, if the products have always been bright and fun, the names always wacky, and the lack of packaging always extra-photogenic, are they getting so much love now? How did this brand, once just the store in the mall that had a distinct candy-sweet floral scent, suddenly take over all your social channels?
To be fair, the growth wasn't totally overnight—Lush has been widespread for at least a dozen years now and can be found in 49 countries around the world. But it's certainly becoming more high-profile than ever before, with plans to increase production by 19 percent globally this year. So there's been some build-up here. But it's safe to say Lush is having a moment. Here's why.
1. The products photograph like a Kardashian. Unless you happen to be on a summer social media detox, you probably spotted a video on Facebook in the last few weeks of Shower Jellies, the brand's seaweed-gel based shower soaps. It was kind of a thing.
The product isn't new (it debuted in 2005) but that doesn't matter—the clip of the brightly colored blobs jiggling about is too mesmerizing not to watch. Proof: It's been viewed about 30 million times.
And back in April 2015, YouTubers The Creatures uploaded a video of an experiment to see what happens when you dissolve 50 bath bombs a kiddie pool. Over 5 million people have watched the water turn into an incredibly silkifying, shimmery swirl of colors.
0 Comments: