British cosmetics firm returns to India with D2C rollout and licence tie-up
Lush, the British cosmetics company, launched its Indian ecommerce site, lush.in, on Monday under a licence agreement with Bengaluru-based Bilberry Brands India Private.
The initial rollout will follow a direct-to-consumer model through Lush.in, with the partners saying they plan to open physical Lush stores in India “over the coming months.” Products will be made available for delivery across India via the website.
Rowena Bird, co-founder of Lush, said the company was “We are absolutely thrilled to be re-opening in India with the launch of Lush.in and a physical store soon. It feels wonderful to arrive right in time for the year-end festivities and celebrations.”
Vishal Anand, founder and chief executive officer of Bilberry Brands India, said, “Lush has always stood for more than just cosmetics; it’s about crafting experiences, advocating for change, and making sustainability genuinely accessible. We look forward to delivering the authentic.”
Lush’s India assortment on launch includes skincare, haircare, bath and body products and fragrances, and will feature items that the company markets globally such as fresh face masks, solid shampoo bars and bath bombs. Lush said each product carries a sticker showing who made it, the production date and a suggested use-by date.
Founded in the UK in 1995, Lush operates in more than 50 countries with over 850 stores worldwide. The company said it sold about 21.2 million bath bombs annually. Bilberry Brands was founded in 2025 by Vishal Anand, who previously held roles at Arvind and Myntra and said Bilberry plans to add other global brands to its portfolio.
