Lush, a UK manufacturer and retailer of natural / handmade cosmetics, radicalizes its proposal to help eradicate plastic pollution and opens the Naked store in Milan.

Announcing the “new experiment”, the company said the store is “a celebration of innovation and creativity”. The store is 100 square meters and sells the company’s handmade products, including facial cleansers, exfoliators, toners, masks, moisturizers and makeup – all without packaging.

They are products completely free of packaging and through store events, workshops and movie shows, the store is intended as a place for customers to share and exchange ideas for a future without plastic, the company announced.

There are almost 900 stores worldwide. About 40% of the entire product line is free of packaging, but the switching to the first 100% ‘Naked’ brand stores is a challenge.
Co-founder Mo Constantine says he “began unintentionally making naked products” when the company was founded in 1995 and “gone down that route ever since”.

“From solid shampoo bars to soap and bath bombs, unpackaged products are not new to Lush, but at a time when plastic pollution is a growing problem, it makes more sense to branch out and outpace the boundaries “says Constantine.

He says the company has always tried to use creative solutions to make a positive impact on the planet “with inventions as the first solid bar of shampoo that saves about 6 million plastic bottles per year and more recently a solid alternative to the liquid gel of shower.

Determined to lead the cosmetics industry in combating over-packaging, Mo says ‘undressing’ is the best choice for companies, consumers and the planet. About 40% to 50% of the cost of a product is in the packaging, “he says.

In addition to its unpackaged products, Lush uses a number of strategies to keep its plastic use to a minimum, including reuse of materials, online orders packaged in biodegradable bags made from cellulose cellophane 100% percent compostable plant cellulose cellophane, among others.