Zoella drops IRL bath bomb with Lush in digital detox drive

Sales of the new bath bomb, which stands for ‘in real life’, will be put into a fund that will supply grants for grassroots organisations focusing on mental health

YouTube sensation Zoe Sugg, known as Zoella, has teamed up with Lush to promote a day of digital detoxing.

#DigitalDetoxDay, an initiative organised with mental wellbeing campaign #IAmWhole, was founded by one half of music duo Rizzle Kicks, Jordan Stephens, Lush and Sugg.

The initiative asks participants to step away from social media for the whole day on 5 September and check in with their mental health.

To promote the day, Sugg and Lush’s Product Inventor Jack Constantine co-created a bath bomb called IRL (£5.95), which is due to hit shelves on 29 August.

“In terms of scents, we wanted to make sure neroli was in there as it’s a fragrance that is known to be very beneficial for anxiety and sleeplessness, and we wanted all the fragrances in the bath bomb to come together for a lovely night time, relaxing scent,” said Sugg.

Meanwhile, due to Sugg’s connection with the beaches at UK seaside destination Brighton, the product’s colours are said to represent a sunset over water.

“As IRL dissolves, the colours change from magenta pink to optimistic sky blue and violet, turning the bath water into a swirl of dreamy sunset hues,” added the vlogger.

Money raised from sales are earmarked for a fund that will offer grants to grassroots organisations, focusing on mental health and wellbeing.

Companies