The early launch targets enthusiasts eager to start the spooky season in July, moving away from traditional autumn retail timelines. This year’s lineup blends returning cult classics like the Bewitched Bubble Bar with new additions, including the Carefree Spirit Shower Jelly and the Witch’s Hand Shower Gummy. These products rely on ingredients like carrageenan, coconut cream, and hydrating glycerine, maintaining the brand’s focus on handmade, fresh formulations.
Beyond individual items, the company is packaging the collection into themed gift sets, such as the $67 Season of the Witch and the $23 Self Scare duo. The products hit the Lush app on July 14, with a wider release in physical stores and online starting July 16. To support the rollout, the brand is hosting an unveiling via a dedicated YouTube livestream, signaling a strategic push to capture seasonal consumer interest well before the October holiday.
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