Lush started in England in 1995 as a small herbal cosmetics company, run by a group of beauty specialists. Over more than 20 years, it has developed into one of the most popular cosmetics companies in the world. It is known for its innovative approach towards cosmetics through selling colourful, natural and cruelty-free products, some of which never existed before. LUSH focuses on fresh and preservative-free ingredients, dislikes frivolous packaging and avoids excessive use of plastic, opting for environmental sustainability. Its cosmetics have very original shapes, from shower gels in the form of ‘’chocolate’’ bars to soaps in the shape of aubergines or Milky bars.