We’ve all seen the heartbreaking images: pristine beaches cluttered with colorful plastic caps and sea turtles entangled in debris. In 2026, the beauty industry’s "plastic problem" isn't just a headline it’s a global crisis. Every year, over 8 million tons of plastic enter our oceans, and a staggering portion of that comes from the bathroom.
At Lush India, we decided years ago that we didn't want to be part of that story. Our solution? Going Naked.
By stripping away the bottles, tubes, and unnecessary wrap, we’ve turned the beauty industry on its head. Here is how choosing "Naked" packaging is actively helping to save our oceans and why it’s the most powerful switch you can make today.
1. Removing the "Water Weight" and the Plastic Shell
Did you know that a standard bottle of liquid shampoo is up to 90% water? You are essentially paying for water, packaged in a single-use plastic bottle that will outlive you by four centuries.
When we invented the shampoo bar we removed the water. By creating a solid, concentrated puck of fresh ingredients, we eliminated the need for the plastic bottle entirely. One tiny bar does the work of three 250ml bottles. Since their inception, Lush has saved over 124 million plastic bottles from being produced bottles that will never end up in a landfill or a coral reef.
2. Microplastics: The Invisible Threat
Traditional cosmetics often hide a dark secret: microplastics. From exfoliating microbeads to plastic-based glitters in bath products, these tiny particles wash down our drains and straight into the bellies of marine life.
At Lush, we don't do plastic glitter. Every shimmer you see in our bath bombs is made from synthetic mica or biodegradable lusters. We believe you should be able to sparkle without leaving a trail of plastic in the wake of your bathwater.
3. Cutting Carbon on the High Seas
Sustainability isn't just about what happens after you use a product; it’s about how it gets to you. Shipping heavy, liquid-filled bottles requires massive amounts of fuel.
Because Naked products like our massage bars and solid serums are compact and lightweight, we can ship more products in fewer trucks and ships. This drastically reduces the carbon footprint of your skincare routine, helping to mitigate the ocean acidification caused by climate change.
4. Self-Preserving Science
Liquids are a breeding ground for bacteria, which is why bottled products require synthetic preservatives (parabens). These chemicals can be disruptive to aquatic ecosystems when they enter the water system.
Our solid, Naked products are "self-preserving." By balancing the formula with natural butters and clays, we keep the product fresh without the need for synthetic additives. It’s better for your skin, and much better for the fish.
Frequently Asked Questions: Going Naked at Lush
1. What does “Naked” packaging actually mean?
“Naked” means no plastic bottles, no unnecessary wrapping, and no single-use packaging. Our products are solid, concentrated, and designed to be used exactly as they are straight from your hands to your hair or skin.
2. Do Naked products really work as well as bottled ones?
Yes often better. Naked products are highly concentrated, so you’re getting more active ingredients and less filler. One shampoo bar can replace up to three 250ml bottles of liquid shampoo, with the same (or better) results.
3. How does Naked packaging help protect the oceans?
By removing plastic at the source. No bottle means nothing to throw away, nothing to break down into microplastics, and nothing that can end up in waterways or marine ecosystems. Every Naked product is one less piece of plastic in circulation.
4. Are Lush Naked products free from microplastics?
Absolutely. Lush has a strict no microplastics policy. We never use plastic microbeads or plastic glitter. All shimmer and sparkle come from synthetic mica or biodegradable alternatives that are safe for waterways.
5. Why don’t Naked products need preservatives?
Most preservatives are needed because water allows bacteria to grow. Our solid formulas remove the water and balance ingredients like natural butters, oils, and clays, making them self-preserving without harsh synthetic additives.
