LUSH
SUSTAINABLE PACKAGING: LUSH AND MAGICAL MUSHROOM COMPANY® CREATE COMPOSTABLE MYCELIUM BOXES
CRUELTY-FREE COSMETICS
Lush, an ethical retailer headquartered in Poole, Dorset, specialises in cruelty-free, vegan, and vegetarian cosmetics handmade for maximum benefit. Known for their commitment to zero waste and sustainability, Lush consistently seeks planet-positive solutions for their products and packaging.
To protect and present their Snow Showers Christmas gift set, Lush partnered with Magical Mushroom Company® to create a sustainable packaging solution that aligns with their environmental values. The resulting mycelium-based packaging was successfully supplied to over 16 countries, including Australia, Japan, Germany, and the USA.
This collaboration highlights Lush’s innovative approach to packaging and their dedication to reducing environmental impact.
“THE DREAM CAME TRUE WITH THE ARRIVAL OF MAGICAL MUSHROOM COMPANY® IN THE UK.”
THE PROBLEM
LOCATING A SUSTAINABLE, WATER-RESISTANT, AND PROTECTIVE PACKAGING SOLUTION
How Lush interacts with the environment is central to their product and packaging decisions.
For the Snow Showers Christmas gift set, Lush needed a packaging solution that was sustainable, water-resistant, and protective but had previously been unable to find a mycelium-based option.
The challenge was to create a home-compostable box that met all functional requirements while aligning with Lush’s zero-waste ethos.
THE SOLUTION
A COLLABORATIVE PROCESS TO DESIGN NEW PACKAGING THAT IS GROWN AND COMPOSTABLE
Magical Mushroom Company®, using technology pioneered by Ecovative Design, developed a mycelium-based box for Lush’s Snow Showers gift set.
The packaging was crafted from organically grown hemp sourced from non-GM seeds and combined with mushroom mycelium, creating a durable and water-repellent structure.
The prototype development process, managed collaboratively despite challenges posed by COVID-19, ensured the final packaging met Lush’s high standards for sustainability and functionality.
THE RESULT
A WATER-REPELLENT AND NATURAL PACKAGING ALTERNATIVE TO POLYSTYRENE AND PLASTIC
Lush and Magical Mushroom Company® created a fully compostable, ethically produced box that protects products while offering a sustainable alternative to polystyrene and plastics.
The hydrophobic qualities of mycelium ensured the Snow Showers gift set stayed dry, maintaining product integrity across all 16 countries supplied.
This collaboration reinforced Lush’s leadership in sustainability, demonstrating how innovative materials can replace traditional packaging while supporting global environmental goals.
“Since Ecovative Design set up in 2007, we’ve wanted to use mycelium, and the dream came true with the arrival of Magical Mushroom Company® in the UK.
The prototype development was made very straightforward by the CEO and the team, considering the challenges with COVID. The companies have worked closely together from the outset of the project through to the making of bulk batches.”
Maria Feast, Creative Buyer, Lush
