Global brand tests a fast-growing market again

UK-based cosmetics company Lush is returning to India nearly two decades after pulling out, betting that the country’s booming luxury beauty market now offers the scale it needs. The brand has signed a licensing deal with a Bengaluru-based partner that will start with an online launch before moving into physical stores. India’s growing middle class, rising disposable incomes and social media–driven beauty trends have encouraged global names to re-enter or expand in the country. Shopping malls in major cities are already crowded with premium skincare and makeup counters, while local e-commerce platforms run constant promotions on imported brands. For Lush, known for colourful bath bombs, solid shampoos and strong ethical branding around animal welfare and packaging, the key question is whether today’s Indian consumers are ready to pay international prices for sensory-heavy products.

The company is re-entering a far more competitive landscape than the one it left. Domestic platforms and homegrown labels now vie with international giants for shelf space and visibility. Online influencers and beauty vloggers can make or break launches overnight, forcing brands to move quickly on customer feedback and local preferences. Analysts say Lush will likely lean on its sustainability messaging and distinctive in-store experience to stand out, focusing on metro cities before experimenting with smaller urban centres. Success in India could turn the country into a key sourcing and manufacturing hub, especially as global brands look to diversify supply chains beyond a few production bases. But the move also underlines a broader shift in consumer culture: younger Indian shoppers are increasingly comfortable blending traditional skincare routines with global products, mixing ayurvedic oils with imported serums and bath products. If Lush can tap that hybrid mindset, its second act in India may last longer than the first.