LUSH launches on Myntra, expanding bath bombs across India
LUSH's 21.2 million bath bombs now have a bigger Indian stage on Myntra, where 75 million monthly shoppers can find them beside soaps, masks, and shampoo bars.
More than 21.2 million bath bombs sold worldwide last year now have a much larger Indian storefront. LUSH launched on Myntra on April 21, 2026, putting the British cosmetics brand in front of the platform’s monthly audience of more than 75 million shoppers and giving its bath line a new route into the country’s online beauty market.
The rollout came through a strategic licensing partnership with Bengaluru-based Bilberry Brands India Pvt Ltd, and it carried more than 150 products across skincare, haircare, bath, body and fragrance. Bath bombs sat alongside some of LUSH’s best-known items, including solid shampoo bars, handmade soaps and fresh face masks, a mix that makes the product feel less like a novelty gift and more like part of a full lifestyle beauty assortment. That matters in India, where Bilberry’s founder and CEO said consumers are increasingly looking for authenticity, sustainability and transparency in ingredients.
For bath-bomb shoppers, the shift is practical as much as it is symbolic. LUSH’s presence on Myntra extends the brand far beyond its own retail network and gives Indian buyers a second, highly visible way to discover the product. Instead of relying only on direct brand channels, shoppers can now encounter bath bombs in a marketplace they already use for apparel and beauty, which should make browsing easier and put bath rituals closer to everyday e-commerce habits. The move also places the category in a shopping flow built for quick comparison, wider assortment and faster checkout.
The launch fits LUSH’s wider global playbook. The company said it operates in more than 50 countries and has more than 1,000 stores worldwide, but the Myntra rollout shows how seriously it is treating digital growth in India. With bath bombs featured so prominently in the assortment, LUSH is signaling that the category still pulls weight as a discovery product, a self-care staple and a driver of first-time beauty purchases. In a market as digitally active as India, that is a strong sign bath bombs are moving into the mainstream of e-commerce beauty, not lingering at the fringe of the basket.
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