Teaching notes: Lush’s challenges in international expansion in the Asia Pacific Region Available to Purchase

Lush, a UK-based sustainable beauty and personal care company, was renowned for its commitment to ethical sourcing, vegetarian ingredients, recyclable packaging and its stance against animal testing. Lush operated in 50 countries with 869 stores worldwide by June 30, 2024. This case introduced Lush’s history, core products and services and its international expansion journey.

While Lush had been successful in Europe and North America, it faced tremendous challenges in other regions. The Asia Pacific region was one of the largest markets for beauty and personal care products, offering significant potential but also significant challenges. As Lush planned further expansion in...