Lush has opened a permanent Perfume Library concept shop in London, UK, to ramp up awareness of its own-brand fragrances.
Visitors to the fragrance hub in Soho can exclusively explore the beauty brand’s new 12-piece fragrance collection, which is not available anywhere else.
The Beak Street store aims to showcase Lush’s long history of in-house perfumery by offering a curated selection of products and in-depth consultations with fragrance experts.
“Scent is incredibly important to us at Lush as all of our products are scented intentionally to shift and change moods, spark scent memories and to tell stories,” Lee Howes, Lush’s Fragrance Category Lead, told Cosmetics Business.
“Our current
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