How LUSH is bringing transformative spa experiences to the high street

A spa brand with purpose

For most of us the LUSH brand is synonymous with bath bombs and their characteristic black and white typography. Since 1995 the Poole-based company has been a pioneer of plastic-free cosmetics that are handmade, vegetarian and cruelty-free.

From soaps to shower gels, body scrubs to moisturisers, they have introduced generations of beauty lovers to a world of wellbeing from their high street stores, but in 2009 they took their mission to the next step with the launch of their spa concept.

Today the brand is going strong, with 10 spas in the UK, and a further nine in other locations around the world. A treatment-focused experience that gives guests the ultimate opportunity to enjoy their products and their ethos, it's a whole new take on the spa offering, where dedication and attention to detail are the order of the day.

Transforming the spa experience

Speaking to Global Spa Optimisation Manager, Jemma Clarke, and LUSH Spa Support&Business Development, Natasha King, both of whom have been with the business for more than a decade, the sense of integrity that runs through the organisation and everything they do is palpable.

Jemma says: "The spa concept conversation started in 2008 and launched in 2009 because we wanted to create a spa experience where people could feel totally at ease - something different to what already existed in the market. We wanted to create an environment that enabled transformative experiences."

The concept was forged with inclusivity and transformation in mind, seeking to create an offering that was surprising in the best ways, as well as deeply nurturing. Inspired by different types of massage, they brought in experts from around the world, but were also acutely aware of the brand's British roots. As such, a cup of tea often features post treatment and each spa space feels like a home away from home.

Spa treatments that take time

Each treatment takes between one and five years to go from ideation to availability, such is the attention to detail. Currently there are 12 treatments in existence, with two more on the way. The ideas for each treatment often come from nature or music, with each one choreographed to a custom made soundtrack, where massage movements work in tune with the beat.

Founder Mark Constantine was instrumental in bringing the spa concept to fruition. His passion for sustainability, but also his interests in nature, particularly birdsong, and music play a pivotal role in curating the spa experiences. For example, his friendship with fellow birdwatcher and musician, Simon Emmerson (founder of the bands Afro Celt Sound System and one of the organisers of the Imagined Village), led to the creation of bespoke soundtracks for the initial collection of treatments, the music can take up to two years to develop.

Mark is also outspoken about being a synesthete (someone with synaesthesia) - a neurological condition whereby sensory stimulation triggers experiences in other senses. For example, you might see colours when listening to music, or taste flavours when looking at words. This unique, multi-sensory way of experiencing the world is imbued into the therapies themselves.

As well as taking their time to create the ideas and details in each treatment, much attention is put into ensuring the ethical side of the business - checking the provenance of product ingredients as well as the credentials of any suppliers for animal testing and sustainability. It all follows the same principles as the in-store products.

An inclusive spa experience

Inclusivity is the recurring theme of the spa offering, with both Jemma and Natasha showing their personal and professional passion for the authenticity behind the wellbeing ideas.

Natasha says: "Our treatments are for everyone. We cater for clients from the age of 12 upwards,LUSH is very inclusive; everyone is welcome in the stores and we wanted the same feeling in the spas. We try to show that in the way we have considered the whole experience - such as how you get undressed as well as what's on the treatment menu. For example, on our website we list how much undressing is needed for each treatment, so people have an expectation of what they're going to experience.”

Jemma adds: “Guests also have a little bell to ring when they're ready for the therapist to come into the room, so they're not worried about getting undressed in a certain timeThe core values of our spa concept are about allowing people to not feel self conscious and to know they're in safe, capable hands."

Natasha also highlights that the treatment menu is focused on how you want to feel by the time you leave the spa. You can have a full body massage for relaxation, confidence, or to feel more energised, for example.

She says: "It's all about feeling and that transformative effect - you come to the spa in one state of mind and leave in another." Jemma, adds: "we want people to feel valued when they come to a LUSH spa."

With that in mind, the idea is to really take spa clients on a journey, using the consultation to really tailor experiences to the explicit needs of the client and the products that are used.

Natasha says: "It's a real experience, always with an element of surprise (in a nice way), and coming out of the treatment you will always have a drink and time to relax as well."

Investing in the spa experience

That sense of care stretches through to the therapists themselves. Knowing that a good spa treatment depends on the wellbeing of the therapist, LUSH not only gives their team inclusivity training (from supporting clients in pregnancy to helping someone in a wheelchair to access the spa), but they also make sure they look after their therapists with support to avoid injuries.

Jemma says: "We really invest in our therapists, and value them within the company, taking time to keep their training up to date, to involve them in the development of treatments, and to consider their career paths. For therapists working at LUSH it's a proper career move, not just a job, and we value that commitment."

What's apparent when you speak to the LUSH team, and when you experience their treatments, is that this is not just about having a treatment or two - this is a real gateway to enjoying your wellbeing. LUSH’s high street presence and fresh outlook on what a spa experience can be makes it perfect for seasoned spa clients as well as those who are entering the spa world for the first time - those who might be nervous about what to expect. Fresh, forward thinking and carefully considered, it's the embodiment of modern wellbeing. We can't wait to see what they introduce next on the treatment menu!