Inventors call magnesium and massage ‘a match made in heaven’

Lush ventures into the world of fitness with launch of magnesium massage bars and Epsom salts

The fresh, handmade cosmetics company has announced the launch of its brand new magnesium range, packed full of the powerhouse ingredient which is said to improve muscle recovery, sleep and may even relieve pain.

On Monday 26th December, three new magnesium massage bars and two Epsom salt cubes will launch in Lush stores nationwide, and online at lush.com/uk, invented by Lush co-founder and marathon runner, Helen Ambrosen, and sports masseuse for over 25 years, Nikki Camm.

Magnesium is the fourth most abundant mineral in the human body, and it is responsible for over 300 different functions, including brain function, energy production, muscle movement and repair. Many look to oral supplements to help increase levels, but magnesium has long been applied ‘transdermally’ in the form of gels and lotions, which means it travels via the skin into the bloodstream.

Lush’s inventors have taken this transdermal application to the next level and combined the beneficial properties of magnesium with that of massage and bathing, just in time for the surge of new year exercise regimes which leave many people sore.

Vegan, naked and self-preserving, Lush massage bars were originally invented by Lush co-founder Mark Constantine after he was inspired by a bar of chocolate as they also contain fair trade and organic cocoa and shea butters – packed full of skin-nourishing vitamin E – and the finest essential oils. 

Lush customers frequently request Epsom salts, so Lush has obliged by adding two magnesium Epsom salt cubes to the range. These magnesium-packed muscle soaks are popped straight in the bath or a foot soak, to aid a good night’s rest and recovery.

Helen Ambrosen, Lush co-founder, marathon runner and co-inventor of the magnesium range, said: “Movement is a vital part of our lives, and one we often take for granted. If you’re lucky enough to have the ability to move, you must look after yourself and protect this ability as life goes on.

“Keeping your bones strong and taking care of the muscles and ligaments that overlay them helps keep our bodies resilient as we train and as we age. We all know good posture and flexibility are super important, but these factors often fall to the bottom of the list. 

“Massage is a really effective way of maintaining your strength and movement, and magnesium helps to aid this process. At Lush, we believe in the power of touch to help us feel connected, not only with ourselves but also with each other. Whenever I use massage for myself or I am fortunate to have a spa treatment, I’m always reminded of how effective, lovely and luxurious it is – but also how much it’s helping my body and mind.”

Customers can now also immerse themselves into a personalised in-store or at-home mobile experience by scanning over 400 Lush naked products with a smartphone camera using Lush Lens, including Magnesium Massage Bars and Epsom Salt Cubes. Lush Lens shows product information and ingredients in a unique way to help shoppers choose the product that’s right for them, complete with new video tutorials from expert Lush Spa therapists who demonstrate massage techniques and routines. Lush Lens is a feature of the Lush app, available to download in the App Store and on Google Play.

Lush Lens has had nearly 3 million scans since its launch on iOS in November 2018.

‘Before’: Stimulating and invigorating muscles with a caffeine and magnesium-packed, fast and firm massage before physical activity is thought to aid performance by increasing blood circulation, joint flexibility and mental focus, reducing the likelihood of overexertion and injury.

‘After’: Magnesium is thought to help aid recovery, alleviate joint stiffness and delayed onset muscle soreness (DOMS) by aiding the body’s natural process of removing waste products after exercise, such as lactic acid. This makes it a great material to include in a cool-down massage.

‘Deep Sleep’: Magnesium is thought to activate the neurotransmitters in our brain responsible for calming the mind and body, making it a great mineral to load up on before bed time. 81%* of product testers found their NHS sleep score improved after four weeks of use.

—————-

*Based on 58 human product testers.

Melts into a massage oil at room temperature, so warm it in the palms or glide over the skin before massaging into muscles.

What’s in it for me? Nourishing cocoa and shea butters are packed with Vitamin E, an antioxidant that keeps moisture locked in your skin. 122mg of magnesium per 5g, this powerful ingredient plays a key role in over 300 different bodily functions including brain function, energy production, muscle movement and repair, and early research has shown that supplementing your magnesium intake may ease muscular aches, issues with sleep and pain.


What’s in it for the planet? Fair Trade and organic cocoa butter harvested in Sierra Leone using an agroforestry model to prevent deforestation. Fair Trade shea butter from a network of over 50,000 women across various cooperatives in Northern Ghana. The finest essential oils derived from flowers, trees, herbs, spices, shrubs, shoots and all sorts of greenery.

‘Deep Sleep’ and ‘Salt Water Soother’ Epsom Salt Cubes, £5 / €6 each from Lush

Naked, self preserving and freshly handmade, these magnesium powered products are your BFFs after a hard workout or before a long slumber. A whopping 40% epsom salts per cube give a beautiful soft feel to the water and support the body.

Deep Sleep – Let your mind and muscles unwind. Run a bath, drop your cube in, and let its magical lavender scent fill the air.

Salt Water Soother – When you’re ready to take a long soak and let your muscles relax in some magnesium goodness, run the bath, drop your cube in, and let its refreshing scent fill the air.

Lush’s magnesium massage bars and Epsom salts will be available in Lush stores and online at lush.com/uk from Monday 26th December.

About Lush

Since establishing over 27 years ago, Lush has been driven by innovation and its ethics. Creators of pioneering beauty products, one of Lush’s most well known creations is the bath bomb. Invented in 1989 by Lush Co-Founder Mo Constantine in her garden shed, bath bombs have become a global sensation – all hand pressed in Lush’s own manufacturing sites across the world, Lush sold over 40.5 million last year.

A beauty company with a campaigning heart, Lush is on a mission to create a product for every need and a cosmetic revolution to save the planet. The ultimate goal is to leave the world Lusher than we found it. Lush operates a strict policy against animal testing and lead the cosmetics industry in combating over-packaging by developing products that can be sold ‘naked’ to the consumer. Lush Digital champions ethical hardware, ethical data, ethical design and open source technologies and we support and elevate communities who feel the same.

Today, Lush operates in 49 countries with over 900 shops, 38 websites shipping worldwide and a global network of native apps, broadcasting channels and digital communities in over 30 languages. 

For further information or interview requests please email [email protected] or call 0207 434 3948

Audio player image

12:11