Celebrating Minecraft with Lush’s New Collection
Last spring, the collaboration between high-street cosmetics chain Lush and Nintendo brought forth a vibrant array of products inspired by the beloved Super Mario franchise. This partnership resulted in an explosion of colorful shower gels and delightful fragrances, including a charming Princess Peach body spray that continues to defy traditional gender norms in perfumery.
Now, Lush has unveiled a new collection that pays homage to the iconic game Minecraft, marking its 15th anniversary. This exciting lineup features 12 unique items, including perhaps the most literal bath bomb Lush has ever created—a TNT block. Other highlights include Grass and Lava blocks, a Creeper head shower bomb, and a Diamond Pickaxe bubble bar, which, despite its small stature, carries a surprising heft.
This collection is the culmination of a year-long collaboration with Mojang, the developer behind Minecraft, and has sparked enthusiasm among Lush employees. Melody Morton, Lush’s concepts creative director and an avid Minecraft player herself, notes that the company is home to many fans of the game. Kalem Brinkworth, the creative lead on the Lush collaborations team, shares, “We have many Minecraft players within the business, so there was lots of reference and resource to pull on when it came to products, creative and messaging.”
The appeal of these products will largely depend on one’s affinity for the game and, of course, Lush’s signature strong scents. Brinkworth explains, “Choosing fragrances for products tends to be the final piece that brings it all together, so we all enjoy this bit.” For instance, the Grass block bath bomb was designed to evoke the scent of freshly cut grass, a direction that was clear from the outset. “We developed a freshly-cut grass fragrance a while back, and so this pairing was a given from the start,” he adds.
Some items required a more experimental approach, with multiple fragrance trials to find the perfect match. “We’ll look at the color of the bath bomb, the properties of the item, and determine the overall feeling we want to evoke—often that leads us to the perfectly matched fragrance.” The TNT bath bomb, for example, offers a vibrant explosion of ylang ylang and jasmine, transforming your bath into a vivid red experience. In contrast, the Creeper block surprises with a gentle lemongrass scent, a nod to the character’s more sinister role in the game. The Totem of Undying, a soap bar infused with Brazilian orange and bergamot oils, might be considered overly sweet by some, but for those who enjoy fruity fragrances, it’s a delightful treat.
Lush is not alone in merging the worlds of cosmetics and gaming. In recent years, ColourPop Cosmetics launched a successful range inspired by Animal Crossing: New Horizons, while Fairy Tale Co introduced a perfume based on the fighting game Guilty Gear. For those seeking something truly unusual, Capcom has even released colognes inspired by its Resident Evil series, though the scents remain a mystery to many.
What sets Lush’s Minecraft collection apart is its thoughtful design. Most items are cube-shaped, allowing for easy stacking by the bath, and adding a playful element—after all, who wouldn’t want to hit a bath bomb with an axe? Additionally, there’s a Lush Bath Bombs add-on available for free download via the Minecraft Marketplace, enabling players to create their own bath bombs within the game. This feature could have been a game-changer for parents trying to coax their Minecraft-obsessed children into the bath. However, parents should act quickly; this limited-edition set will only be available until the end of August, making it a must-have for any young gamer eager to smell like a Creeper or Ender Dragon.
