Lush moves to double its presence in Chile

The British natural cosmetics company, which has been operating in Chile for 23 years, plans to continue expanding and reach US$10 million in sales.

The well-known British natural cosmetics brand, Lush, is gearing up for a new growth phase in Chile, making the country one of its main priorities in Latin America.

With 23 years of history in the local market, the company plans to double the number of stores and reach 30 locations in the next few years, reported Diario Financiero.

The origins of Lush and its arrival in Chile

In a Santiago interview, the brand’s co-founder, Rowena Bird, recalled the early days of Lush. Together with a group of six partners, she began manufacturing cosmetics that made their way to the shelves of The Body Shop.

After that experience, the founders decided to start their own company. That is how Lush was born, now with over 900 stores in 52 countries and sales approaching US$1 billion.

In Chile, the story began 23 years ago when Jacqueline Varas and Marko Sarras, the current directors of Lush Chile, contacted Bird about bringing the brand to the country.

Since then, the company has grown organically, operating in Santiago, Viña del Mar, Concepción, and through e-commerce. It currently has 15 stores and sales of approximately US$9 million.

The expansion plan

The new goal of reaching 30 stores in Chile in the short term is ambitious. «We expect to open soon in Temuco and still see a lot of room to grow in Santiago. We are also looking at cities like Puerto Montt, La Serena and Rancagua,» Bird told Diario Financiero.

The strategy seeks to expand geographic coverage and grow sales. The goal is to reach US$10 million in the short term and end 2025 with a 20% increase in transactions. By 2026, they project an additional 15% growth in revenue.

In the long term, the company plans to bring the Lush Spa experience to Chile. In other markets, it already offers wellness therapies and massages, enhancing the self-care value proposition.

Innovation and new experiences

Lush’s growth in Chile reflects an overall effort to innovate and diversify its offering. Bird highlighted new lines of hair products, including color dyes, as well as technological innovations like the bath bot, a device that floats in the bathtub and plays music to «make bathing an immersive experience.»

Although the company’s global profits have not yet returned to pre-pandemic levels, projections remain positive: the brand anticipates an annual growth rate of between 5% and 10% worldwide in the coming years.

Lush’s experience illustrates Chile’s appeal for international companies in the retail and cosmetics sectors. Factors such as economic stability, regional growth potential, and the expansion of digital channels make the country a strategic hub in South America for global brands looking to grow in the region.

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