Next time you happen to pass within 100 yards of a LUSH store and catch yourself breathing deeply of its fragrant aroma (“ah…”), I encourage you to follow your nose and stop by.
The company just reformulated a few of its most popular products, making them from hence forth “self-preserving.”
So — self-preserving — what does that actually mean?
Well, it’s LUSH lingo for “We reformulated a few of our bestselling products to make them more natural.”
LUSH removed the synthetic preservatives, which were already pretty minimal (small amounts of methylparaben and proplyparaben), according to LUSH product trainer Jeff Brown, and replaced them with preservatives that the average person can actually pronounce, like honey, clay, cocoa butter, vegetable glycerin and sea salt…and tofu (say wha?!).
They also reduced the water content in the products, which they did to discourage bacterial growth. Less water means less space for microorganisms to multiply.
Dream Cream is $26.95 for an 8.4-oz. jar; Ocean Salt is $21.95 for a 4.2-oz. jar and $35.95 for an 8.8-oz. jar; and Mask of Magnaminty is $12.95 for a 4.4-oz jar and $24.95 for a 11.1-oz. jar. All three products are available now at LUSH counters, stores and online at lushusa.com.