Photo: LUSH Singapore

Skincare and cosmetics label LUSH has opened its fifth and largest store in Singapore in VivoCity.

The flagship store, which opened last Friday, has exclusive products and concepts. Watch above!

It has, for instance, a skin consultation area where customers can get in-depth advice on what products will suit their skin, as well as free hand and arm massages. It also stocks the brand's Gorilla Perfumes range, unavailable at any other LUSH store here.

Fresh new scents

The 107 sq m unit also has a lower carbon footprint thanks to the use of recycled furniture and LED lighting.

It will also stock the new Gorilla Perfumes range of 14 liquid perfumes, two perfume oils and four candles.

The perfumes were inspired by experiences, poetry and music. For example, Kerbside Violet ($69), a fresh grassy scent with violet leaf, ylang ylang and rosewood oil, invokes the memory of a fresh garden in the morning.

Photo: LUSH North America

The new flagship store here is one of the brand's 20 international stores selling the collection.

Launching such exclusive items - typically made in smaller batches because of special ingredients used - at the store will be routine, says Ms Bird who founded LUSH in 1995 with five other people.

From a small store in Poole, England, the brand has grown to become a juggernaut with more than 900 shops in 50 countries today.

Known for its natural handmade products which use only vegetarian or vegan recipes, the label sells innovative beauty products such as fizzing bath bombs, shower jellies and solid shampoo bars.

In Singapore, popular items include the Sex Bomb bath bomb ($14), a blend of jasmine, ylang ylang and clary sage, and the New Shampoo Bar ($25, above), a solid shampoo with cinnamon, clove and peppermint.

Secret to success 

The secret to its success, says Ms Bird, lies in responding to customers.

"We constantly take feedback from them," says Ms Bird, who lives in Poole on the south coast of England.

"We have a shower gel called Twilight, which has a high lavender content that makes you very relaxed.

"Customers loved it and kept asking for the same scent in a lotion. So we put the fragrance into a lotion and called it Sleepy. People say it helps them get a good night's sleep."

The former beauty therapist says the label also has a product inspired by Singapore, a body conditioner called Christingle, available during the Christmas season.

"It has a lovely menthol content that leaves the skin feeling very cool and we made it in response to customers in Singapore asking for a product to help keep their skin cool in the hot weather," she says.

The new Lush flagship store is at B1-04 VivoCity, 1 HarbourFront Walk,and is open daily from 10am to 10pm; tel: 6266-3398.

This article was originally published in The Straits Times September 2017.