Lush Expands Sustainable Color Cosmetics Line with Naked Mascara

Known for pioneering the ‘naked’ product category, with inventions such as bath bomb and the shampoo bar which completely eliminate the need for plastic packaging, Naked Mascara is the latest innovation from Happi Top 30 brand Lush.
 
Lush Naked Mascara will be available online at Lushusa.com beginning May 25 and in shops on June 5.
 

About the Naked Mascara Formula

Organic cocoa butter helps condition the lashes, while illipe and cupuaçu butters help to soften them, according to Lush. Japan wax gives lashes definition, rice bran and candelilla wax help to evenly distribute the color and carnauba wax creates a lengthening effect.
 

About the Mascara Wands

The Naked Mascara is sold with three different wands, each specifically designed to give different effects to lashes. Lush has partnered with HCP-SIMP to offer a 100% bio-based material for mascara molded brushes to traditional non-recyclable materials. The wands are made from non-toxic material using non-plastic and 100% renewable materials, said the company. The wands will be freely offered along with the mascaras and can be recycled at home or brought to the shop to be recycled with Lush.
 

How to Use the New Mascara, According to Lush

Lightly wet the tip of the brush and place into the mascara shape using very minimal water. Rotate the brush around the inside of the product in circular motions, making sure there is enough product coating the brush. Brush through the lash hair.
 

About Lush ‘Naked’

Lush has been proudly leading the way in innovative naked personal care products from inventing the shampoo bar in 1987 by Lush co-founder Mo Constantine and cosmetic chemist Stan Krysztal to bubble bars, bath bombs, massage bars and more. The best way to reduce packaging waste is by getting rid of packaging altogether. That’s why 66% of Lush’s all-year-round products are unpackaged, or as Lush likes to say, naked. The rest are packaged using recycled and recyclable materials.