Lush’s new foundation: a revolution of no packaging for colour cosmetics?

By Lucy Whitehouse contact

- Last updated on GMT

Lush’s new foundation: a revolution of no packaging for colour cosmetics?
Earlier this summer, Lush launched a new foundation product - the Slap Stick - which ticked several boxes for major consumer demands: it’s packaging free, vegan, and meets the needs of diverse skin types.

The Slap Stick is a range of 40 solid egg-shaped foundations, and is the latest addition to Lush’s ranges of solid haircare, perfumes, toothpastes and sunblock.

The product is made with natural ingredients and claims to be 100% vegan, as well as its 40 shades making it relevant to a wide variety of skin tones.

The long-standing ‘naked’, packaging-free range from the brand offers an alternative to liquid products that generate plastic waste, often ending up in the ocean. Slap Sticks are Lush’s latest solid offering​,” explains market research firm Mintel, which has said the product ‘raises the bar’ for packaging-free cosmetics.

Packaging, ingredients: major challenges

Kayley Thomas, Project Manager at Lush, currently leading the make-up division, spoke to Mintel​ about the inspiration behind the new Slap Sticks.

She explains that reducing plastic is a passion for Lush, and suggests that usually, makeup is one of the worst categories for plastic packaging.

When bought online, Slap Sticks arrive in a small matchstick-style cardboard box. These are pretty durable and fully recyclable, with a vegan coating so minimising the chance of products staining the box​,” she explains.

However, the naked colour cosmetics concept, while certainly a talking point and good marketing ploy, may not be suitable in its current format longer term.

“We’re under no illusions that this product will be a little messy compared to heavily packaged foundations, but that in itself is an interesting talking point,” ​explains Thomas.

“In fact, we’re working on new longer term packaging solutions, still in line with our credentials, and we’re also developing a makeup bag specifically designed to house a new wave of naked products.”

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