Lush has rolled out its first UK rewards programme, Lush Club, responding to long-standing customer demand. The app-based scheme lets shoppers earn points on purchases, unlock exclusive product drops and gain credit for returning packaging. Years in development, Lush Club blends loyalty with sustainability, marking a major digital step for the ethical beauty brand.
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GLO27 November 2025:
Lush has unveiled its first official rewards programme in the UK, responding to long-standing demand from shoppers who have been asking the brand for a loyalty scheme for years. The new initiative, known as Lush Club, also rolls out across several other key international markets as the retailer deepens its focus on digital engagement and customer experience.
A New Era of Loyalty for Lush
Lush Club is an app-based, omnichannel rewards programme designed to work seamlessly whether customers shop online or in-store. Members earn points on purchases made through the Lush app and selected physical stores, giving them access to exclusive perks, early product releases and special rewards.
The programme also aligns with Lush’s strong ethical and sustainability principles. Customers can earn credit by returning eligible plastic packaging in-store, reinforcing the brand’s long-standing commitment to reusable and recyclable materials.
Years in the Making
According to Lush’s digital leadership team, the loyalty scheme took more than three years to develop. Building a fully integrated system that connects in-store transactions with app-based profiles required significant technological investment and collaboration across departments. The result is a unified, modern platform that reflects Lush’s vision for a more personalised and eco-conscious customer journey.
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Image: LUSH
What Lush Club Members Can Expect
• Points on Every Purchase:
Shoppers earn points whenever they buy through the Lush app or participating stores.
• Exclusive Access:
Members can enjoy early access to limited-edition products, new collections and app-only drops.
• Sustainability Rewards:
Returns of Lush’s signature black pots and other eligible packaging earn credit that can be spent through the Lush Wallet.
Customer-Centric Approach
Lush executives describe the launch as a milestone moment driven directly by customer feedback. The brand — known for its activism, ethical production and handmade cosmetics — has long resisted traditional loyalty schemes. But with digital shopping accelerating and consumer expectations evolving, Lush Club marks a strategic shift aimed at deepening loyalty while staying true to the brand’s values.
A Significant Step for the High-Street Favourite
With the introduction of Lush Club, the retailer joins a growing number of UK brands investing heavily in digital-first loyalty experiences. The programme blends rewards, sustainability and exclusivity, offering customers more reasons than ever to engage with the brand both online and in-store.
Source: LUSH
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