Lush brings Naked retail concept to Asia with first-ever Hong Kong store

The ethical beauty brand first opened its Naked store in Milan as an “experimental” concept, but now has three stores across Europe

Inside Lush's Manchester Naked store

Ethical beauty brand Lush has opened its first Naked concept store in Hong Kong.

Building on its Naked product concept, customers in the new store can purchase beauty products with plastic-free packaging.

According to the brand, it chose Hong Kong for its next Naked destination to help tackle the growing plastic waste problem in the country.

Recent legislation has stopped Hong Kong from sending its recyclable materials to China, forcing it to process its own waste.

However, its lack of waste management and recycling plants means alternatives need to be explored.

“Wastage is a monumental problem where inaction is not an option and recycling should be the last option,” said Lush’s Asia Director Annabelle Baker.

“We don’t have space in Hong Kong to deal with our wastage, we have to reduce it and that’s where Lush comes in.

“The Naked concept store will provide new, innovative and effective products in one of the most convenient and prominent locations in Hong Kong.”

Lush’s Naked evolution

What began as an experimental concept in June last year has taken off across Europe with new stores opening across Italy, Germany and the UK in the last 12 months.

Since its first store roll-out, the brand has introduced a Naked make-up counter at its London flagship and a digital tool for customers to read ingredient information.

Lush currently stocks blushes, highlighters, concealers, foundations, shampoo bars, soaps and skin care products without plastic packaging.

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