Lush Italia

What Lush Italia does

Lush Italia S.r.l. is the Italian operating subsidiary of UK-based Lush Limited, constituted as a single-member company (Società unipersonale) with registered capital of €100,000 and headquartered at via Atto Vannucci 13, Milan. The company sells fresh, handmade cosmetics — solid shampoos, massage oil bars, handmade soaps, and travel-size personal care products — under the globally recognized "Lush" brand, which is positioned around 100% vegetarian formulations, cruelty-free certification, and plastic-free "naked" packaging. Its core technology and product IP sit with the UK parent; Lush Italia operates as the localized execution layer, including EU regulatory representation through Lush Manufaktura d.o.o. in Croatia.

The business is a direct-to-consumer retail operation combining an owned network of physical stores (Negozi) across Italy with a localized e-commerce storefront at lush.com/it/it, a branded mobile app, and the Lush Club loyalty program. Marketing is executed digitally via the website, app, email newsletter, and social channels, and the company is GDPR-compliant in its handling of consumer data for marketing and market research. Revenue mechanics are standard retail unit sales — direct purchases by individual consumers, with no disclosed wholesale, enterprise, or licensing streams.

Customer segmentation targets two overlapping groups: ethically motivated consumers who prioritize cruelty-free, vegetarian, and plastic-free personal care, and broader mass-market consumers interested in fresh, handmade cosmetics. The company has no disclosed enterprise contracts, B2B sales beyond a corporate gifting offering ("Regali Aziendali"), or third-party distribution — making it a pure-play D2C retailer within Italy, financially and strategically dependent on the Lush Limited parent's brand, product pipeline, and corporate oversight.

Name

Lush Italia

Legal name

Lush Italia S.r.l.

Website

https://lush.it

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Lush Italia S.r.l. is the Italian subsidiary of UK-based Lush Limited, operating a direct-to-consumer retail business that sells fresh, handmade, vegetarian and cruelty-free cosmetics through owned physical stores and a localized e-commerce platform across Italy.

Ownership category

akta.pro rank

Product category

Handmade Natural Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hand Sanitizers & Cleansing Sprays (CRABAEAJ)

akta.pro secondary industries

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF), Personal Care Wipes & On-the-Go Hygiene (Non-medical) (CRADANAJ)

Keywords

• Fresh handmade cosmetics
• Vegetarian skincare products
• Plastic-free beauty
• Cruelty-free cosmetics
• Solid shampoo bars

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail cosmetics sales: Direct retail sales of fresh handmade cosmetic products including solid shampoos, massage oils, handmade soaps, and travel size products through owned physical stores and e-commerce platform.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Lush Italia S.r.l. directly retails fresh handmade cosmetics to Italian consumers through owned physical stores (Negozi) and the lush.com e-commerce platform. The product portfolio centers on 'naked' plastic-free items including solid shampoo bars, massage oil bars, handmade soaps, and travel-size essentials, all formulated with 100% vegetarian ingredients and without animal testing.

Product overview

Lush Italia is a fresh handmade cosmetics company offering a portfolio of vegetarian and cruelty-free beauty products. The product lineup centers on the 'naked' (plastic-free) concept, featuring solid shampoo bars, massage oil bars, and handmade soaps made with fresh ingredients. Additional offerings include travel-size products. The portfolio emphasizes sustainability through zero-plastic packaging, handcraftsmanship, and ethical sourcing.

Differentiator

Problem solved

Functional benefit

Products and services

• Shampoo Solidi (Solid Shampoo Bars)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Lush LimitedcoreOthersLush Italia S.r.l. is a single-member company subject to direction and coordination of Lush Limited (UK parent company). Lush Limited provides corporate governance, strategic direction, and coordination to its Italian subsidiary.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Rituals: European lifestyle/wellness beauty brand with own-store DTC and e-commerce. Comparable omnichannel structure and price tier to Lush Italia, with a similar emphasis on ingredient story and sustainable packaging.
• Douglas: Largest European multi-brand beauty retailer with a sizeable Italian store and e-commerce network. A broad incumbent against which Lush Italia competes for premium beauty basket share in Italy.
• Sephora: Multi-brand beauty retailer with a major Italian omnichannel footprint. While not a single-brand competitor, it hosts clean/natural brand ranges that compete directly with Lush Italia's ethical positioning for Italian consumer attention.
• Yves Rocher: French botanical beauty group with a long-standing Italian retail and e-commerce presence. Overlaps with Lush Italia in botanical/natural positioning but operates at significantly broader European scale and a different value tier.
• Lush Limited: UK-based parent company that directs and coordinates Lush Italia. Operates the same ethical handmade cosmetics brand globally with shared formulations, brand IP and strategic direction — directly comparable at the business model and product level, but operating at group rather than Italy-only scale.

Direct peers

• Santa Maria Novella: Historic Italian natural/herbal cosmetics house operating own boutiques globally with a heritage handmade/natural ingredient story. Comparable to Lush Italia on artisanal-natural positioning and Italian-rooted premium beauty retail.
• L'Erbolario: Italian natural/botanical beauty brand operating its own retail stores and digital channels with a heritage herbal positioning. Comparable to Lush Italia on the natural/ethical beauty axis with similar Italian D2C retail footprint.
• The Body Shop: Global ethical beauty retailer with comparable positioning around cruelty-free, vegetarian/natural ingredients and own-store plus e-commerce DTC model. Strong direct competitor in the same ethical beauty niche Lush Italia targets in Italy.
• Kiko Milano: Italy-born mass beauty brand with owned store network across Italy and a strong e-commerce DTC stack. Direct competitor for Italian discretionary personal care spend, including own-brand cosmetics at accessible price points.
• Bottega Verde: Italian natural-origin beauty retailer with a large network of owned stores across Italy plus a strong e-commerce site. Competes for the same mass-market ethical/natural beauty shopper using a similar DTC omnichannel structure.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/lush-italia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lush Italia