What are Fresh cosmetics (and why should you care?)

Written by Milly Ahlquist
Updated: 21st Jul 2026

We believe that just as fresh food is a lifestyle choice for the body, fresh, handmade cosmetics are the choice for those who prefer lively, nutrient-rich ingredients over mass-produced, shelf-stabilised alternatives. Fruits and vegetables receive a vibrant stream of nutrients from their plant. Once harvested, that source of life and energy is depleted and the nutrients inside begin to degrade. That’s why our business infrastructure has been built on the manufacture and sale of fresh cosmetics.

What does Lush mean by ‘Fresh’?

With no internationally recognised standard for ‘Fresh Cosmetics’, it is a principle that we have defined through innovation and passion since 1995. This is what you can expect from our fresh cosmetics.

• Products crafted with fewer synthetics, more grown, known and naturally derived ingredients. Most of our raw materials are classed as minerals, of natural origin, or naturally derived, and we use some thoroughly tested safe synthetics to make our formulas work more effectively when we need to. On average, in the UK, we chop, squeeze, juice and pulp over 20,000kg lemons, over 10,000kg fresh bananas, and over 10,000kg zesty limes every year, giving a whole new meaning to the words ‘feed your face’.

• Products handmade with minimal processing and maximum expertise. Our skilled buyers and compounders know what quality looks, feels and smells like. We embrace minimal intervention and process most of our raw materials by traditional methods such as grinding, distilling, drying or fermenting. This follows in the herbalist tradition, drawing on the wisdom of traditional use and lived experience with ingredients. 

• Products that embody quality over quantity. We’ve been adding use-by dates and quantitative ingredients lists to our products from the start of Lush in 1995  – that’s before regulation was even in place to require them. Our products are made to be used, not stored, which is why they are crafted in small batches. Our batch stickers tell you just how quickly your product passed from our hands to yours: tangible, credible proof of freshness.

When you shop with us you’ll find products that range from ultra fresh to minimally preserved, empowering you to make lifestyle choices that meet your needs. Our Ultra Fresh range is made for customers who want to shop for their skincare like their food: regularly, mindfully and curiously. 

What makes a product 'ultra fresh'?

• A freshness window of up to 28 days.
• Requires refrigeration.
• Self-preserving: no added synthetic preservatives.

What are the benefits of Lush's ultra fresh range?

• Our highest concentration of fresh fruits and vegetables: ingredients with naturally occurring enzymes, vitamins and live cultures inside.
• In your hands fast: our freshest formulas may even be in our shops the day after they are made.
• Cold-therapy benefits: momentarily tighten and brighten for plump and sparkling skin.
• Treat with the seasons: includes seasonal offerings featuring the cream of the crop.
• Self-preserving: No added synthetic preservatives. Perfect for customers who scrutinise their labels and are rightfully discerning about what goes on their skin.

Key product offerings include but are not limited to eye pads, eye masks, face masks, hair treatments and body washes that are self-preserving, short shelf-life (up to 28 days) and require refrigeration. 

Championing freshness back in 1995 offered an alternative to long shelf-life formulas and overwhelmingly synthetic ingredients lists. We did it because we believed customers deserved better. 30 years later, fresh cosmetics are still revolutionary and customers still deserve better. 

Breathe life into your skincare routine: choose fresh.