A new licensing partnership sees values and sustainability-driven cosmetics brand, Lush, and character brand, Moomin, work together on an inclusive collection with ethics and storytelling at its very centre.
Ethical cosmetics brand, Lush, known for its bold campaigning and support for human rights, animals and the planet, has partnered with Moomin, the beloved global story-driven franchise rooted in themes of compassion, tolerance, and belonging. Lush and Moomin have a shared belief that a kinder, more inclusive world starts with a warm welcome, freedom, and care – for people, the planet, and animals.
This collaboration brings together two very different but deeply aligned worlds. One that makes handmade, vibrant, and planet-friendly cosmetics, the other inspiring generations through timeless and thought-provoking stories, alongside a clear, unified message: everyone deserves freedom, dignity, and the right to be welcomed.
For Lush, a company which has become as well known for its bold campaigns as it has for its bath bombs, ‘all are welcome always’ isn’t just a tagline, it’s a core value. Since 2007, Lush has supported grassroots organisations and activists through multiple programmes, enabling them to continue their work to improve society. Through its giving streams, in 2024, Lush celebrated raising over £100 million and having made over 19,000 donations globally thanks to the support of its customers.
“This collaboration felt instinctive. Both Lush and Moomin were built on the belief that kindness, welcome, and moral courage matter. From Lush’s commitment to freedom of movement to the Moomin stories’ enduring message that everyone belongs, we share a responsibility to speak up for a more inclusive world, and to do so with care for the natural world we all depend on.” – Kalem Brinkworth, head of collaborations at Lush.
The Moomin stories remind us that tolerance isn’t about overlooking differences but, in fact, fostering curiosity about others and their differences – and standing up for diversity. Life in Moominvalley thrives when unique individuals come together in harmony, creating a world of warmth and understanding. Lush truly celebrates the joys of originality, and we feel this collaboration couldn’t be more fitting – and fun!” – Roleff Kråkström, CEO Moomin Characters.
Both Lush and Moomin have always stood for something larger than products. This partnership is rooted in a shared moral purpose: to champion compassion and to remind people that a welcoming attitude and freedom are not just ideals, but actions we can live by.
Lush’s product inventors also wanted to ensure its partnership with Moomin reflected the world they were created in. For example, in the Cloudberry Body Spray, Lush has included cloudberry seed oil, as Cloudberries are commonly grown natively in Finland. And in Moominmamma’s body lotion, Lush was inspired by her recipe: coconut cream and vanilla pod infusion are blended to give your skin a hydrated feel!
