June 21, 2012

Lush Emotional Brilliance

More info became available about the Lush Emotional Brilliance Makeup Collection today!

Ahhhh! Everyone run around, scream, and fall over. Lush holds a very special place in my heart so I’m always terribly excited about anything they release. Being a Lushie for at least ten years or more now I can remember a time when Lush was Cosmetics to Go and they had a few pieces of makeup. In later years, Lush’s Makeup Collection became the super glamorous B Never Too Busy to Be Beautiful.

Sadly B Never is gone forever however, Emotional Brilliance takes its place this July with a selection of color cosmetics.

A ton of details are after the jump, this an exciting launch!

Spin the Wheel to Discover What Colors to Wear Today
Spin the Emotional Brilliance Color Wheel to get a personalized color reading – choose the three colors that stand out the most and they will uncover certain words that reveal a little bit about your current state of mind. Then wear the color to feel the word, you word-up!

Introducing a brand new concept matching psychological needs to which color cosmetics one should wear.

This range – consisting of lip colors, eyeliners and eyeshadows – is less about wearing make-up that’s in-season or on-trend and more about wearing colors that shape your mood. Emotional Brilliance is a way to wear color that’s designed for you. Choose colors, each with a corresponding word such as Confident, Take Control or Glamorous, and they will be significant to your needs at that time – wear those colors and you truly wear the word. It’s the power of suggestion – if one believes enough in something, there will likely be a change in behavior.

Lush Co-Founder and Inventor of Emotional Brilliance, Rowena Bird, comments, “I love lipstick, but why wasn’t one great color ever enough, why was I drawn to a particular one on different days or even sometimes feel the need to change color part way through a day? After chatting with like minded lipstick junkies, it struck us that it wasn’t about what clothes we were wearing but more about how we were feeling and so the idea was born.”

Lush has worked with renowned Strategic Behavioral Therapist Lady Kennedy, who specializes in changing people’s behavior and attitudes, for the list of words to correspond with each color. They are words she uses in therapy sessions to alter perceptions and change behavior. She specializes in mind care and working on one’s emotional state, where she takes someone from one state of mind and delivers them in another. The Emotional Brilliance range brings this form of exclusive mind therapy to consumers.

Play The Game
This color game is intended to unveil the colors one should wear to fulfil a need – spin the wheel and choose the three colors that stand out at that moment. Not because they are your favorite colors or because they match what you’re wearing, but because you are drawn to them.

These three chosen colors will then be placed in the middle of the wheel in the order they have been picked. The first color choice symbolizes your STRENGTH OR WEAKNESS; the second choice represents your SUBCONSCIOUS NEED; while the third choice is your TALENT and it is what you require to achieve your subconscious need.

The Products
The three chosen colors can be a liquid lipstick, liquid eyeliner or a cream eyeshadow. There are 30 products in the range and all are vegan. It’s possible to pick one of each or to pick all of the same products (for example: all eyeliners)… they don’t have to be worn all at once, but they can be used together. You will get hints and tips on how to wear the colors, as we want you to be the one applying the colors to create a look you’re happy with, and one that can be re-created at home. The colors can be worn to give a vibrant effect or blended softly. It really doesn’t matter; the power of the word will still be there—use the colors with the word in mind. You will find the thought lasts all day as you begin to truly wear the word. It’s Emotional Brilliance!
“The color that represents your strength you wear when you want to accentuate this. The color that resonates with your subconscious need – what your subconscious desires the most – you should wear to remind yourself that you need this. And the color that represents your talent, you should wear to help achieve your subconscious need. These are not things that anyone else can predict – it’s all down to you,” explains Rowena.

Fresh, Handmade Color
Lush Co-Founder and Inventor Helen Ambrosen developed the bases for the range, noting: “The colors and words which make up ‘Emotional Brilliance’ have led us to formulate the bases the products go into very carefully. These bases have been developed using the beautiful ingredients expected from LUSH. This is unusual in color cosmetic bases, which normally just deliver pigments on to the skin. We have balanced the bases and pigment levels in such a way that bright or more natural effects can be achieved. So however you choose to use them, they will give the effects you are looking for. The beautiful bases deliver the pigment perfectly onto the skin. It is so important to create looks yourself, then the power of the words can be used always – with the colors – in the way you want them to be.”

Emotional Brilliance Liquid Lips $22.95
This patent pending formula uses LUSH’s super softening Ultrabalm as a base, which is a simple blend of organic jojoba oil, candelilla wax and rose wax. All are intensely skin softening and soothing, they also carry pigment incredibly well. Lips will be brilliantly colored and left soft, smooth and deeply moisturised. Or, the effect can be softened by applying with a lip balm.

Emotional Brilliance Liquid Eyeliner $22.95
Independent and Fantasy are the two eyeliners in the range that have a no-smudge, stay-put formula. As soon as you apply, the formula sets and is incredibly long-lasting. It’s made with a base of eyebright infusion, an herb with an ancient tradition of use for eye area.

The other eyeliners are made with the same base as the cream eyeshadows, which doesn’t set straight away so there is time to blend. These beautiful colors are easy to use to create a softer, more refined look.

Emotional Brilliance Lush Cream Eyeshadow $22.95
The eye creams can be bold and colorful or less dramatic as the base softens easily into the skin. The base is a soothing rose petal infusion and skin-softening almond and jojoba oils, so will really care for this most sensitive area. There’s also glycerine to help carry the color beautifully over the eye. The cupuacu butter helps to set the color pigment nicely, so these eyeshadows and eyeliners offer beautiful color that stay in place and last.

Emotional Brilliance Supplementary Products to Complete the New Range

Rowena Bird is Co-Founder and Product Inventor at LUSH Fresh Handmade Cosmetics and has a passion for colors. Rowena has been involved in making colors for the past 28 years, working on cosmetic ranges for mail-order company Cosmetics to Go and make-up and perfume emporium B Never Too Busy to be Beautiful, along with developing a collection of Colour Supplements and tinted lip balms at Lush.

When asked what three products she would take to a desert island, she said without hesitation mascara, skin tints and face powder … so here they are! Rowena worked with Helen Ambrosen, fellow Co-Founder and Product Inventor at LUSH to develop this range. Helen makes the bases for Rowena to put the colors into and ensures that they deliver the pigments onto the skin beautifully and kindly.

Emotional Brilliance Translucent Powder $18.95
A simple, translucent, ultra-fine light-reflecting face powder that’s suitable for all skin types. It can be used over foundation to set it in place and create a shine-free finish or on its own to even out skin tone for a natural look. It can also be smoothed onto the upper eyelid to prevent eyeliner smudging. It won’t dry the skin out, as it contains lots of softening jojoba oil that allows the pigments to be delivered onto the skin very smoothly, without dryness. Jojoba oil is also exceptionally nourishing for the skin and creates an excellent protective barrier between your face and the elements. It has a talc base that delivers the pigments onto the skin very smoothly, with no mineral oils or preservatives to irritate the skin.

Emotional Brilliance Skin Tints $18.95
The skin tints are designed to be mixed in with a LUSH Colour Supplement or moisturizer, but they can also be used as a skin primer, in-between moisturizer and the color supplement/foundation/powder. LUSH uses a softening and calming base of simmered oats, almond and jojoba oils, cocoa butter and orange flower water, to help remove unwanted shine. This base will carry the pigments beautifully onto the skin, but will also nourish and tone skin.

Feeling Younger … contains ‘magic orange’ pigment which works as a reflector on the skin, making it look bright and youthful. It can be used in lots of ways – as a highlighter on the brow bone and eyelid to really open up the eye; on the cheekbone for a youthful glow; under the eye to minimize the appearance of dark circles; or on the décolletage for a sexy shimmer.

Charisma … a blend of golden colors to wear under make-up to achieve a healthy, warm glow. Great for tan skin and even paler skin tones to give a bronzed effect.

Emotional Brilliance Eyes Right Mascara (Black) $18.95
A simple, beautiful and gentle mascara that can be worn by those with even the most sensitive of eyes. With only one preservative (most mascaras on the market contain between 4-6), it will not irritate the eyes. Wheatgrass is the key ingredient in Eyes Right, as it’s packed full of vitamins and minerals to really condition and nourish the lashes. Japan and Carnauba wax help it set, so it won’t flake or smudge. For those with sensitive eyes who are looking for a kind, natural look – although it can be reapplied to give a more dramatic effect.

The Packaging
As with any Lush product, we’d prefer to have no packaging if possible. For Emotional Brilliance we do have to have some sort of packaging and so a massive amount of effort has gone into ensuring it has as little impact on the planet as possible. This is very unusual in color cosmetics where so often the packaging is excessive and not recyclable. Here everything is recyclable except the little brush inserts and those can be re-used if you wish.

The Emotional Brilliance colors all come in clear glass bottles so you can see the amazing colors and enjoy choosing them. Also you can see how much product you have left. Glass is one of the most easily recycled materials globally, but it can also be washed and re-used. We have designed our own cap with a disposable wand applicator inside. They are made near our headquarters in Poole, Dorset and are recycled from our black pots.

The bottles hold 8g of product – normally liquid eyeliner is 2g, so the bottles offer huge value for money. All the ingredients are listed on a simple label, held onto the bottle with a hair band – to tie hair back with while applying the colors. There’s no need for an outer box and extra ingredients insert, it’s all on the tag. The bottles are extremely versatile, perfect for popping in your handbag or will look lovely on a dressing table. Collect the whole range and then choose which beautiful color you need as you ‘word up’ for your day – brilliant!!

Emotional Brilliance launches July 21, 2012 in LUSH stores worldwide and online.

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.


  • Katie

    I firmly believe that color can shape a mood so I will be giving this a try. I LOVE the concept and it sounds like fun!

  • Ruth

    *squee* what fun! i can’t wait to throw some money at this and take it home to play with!

  • diane

    REALLY wishing i still worked at Lush to get the employment discount on all this!! LOL. Oh i’m excited.

  • Jane

    I’m always game for new cosmetics (remember when Bath and Body Works had cosmetics!?), but I’m hesitant for two reasons: 1) Lush stores smell horrific. I feel a headache twinge each time I so much as get a whiff of the ghastly perfume cloud as I pass by and 2) I never enjoy listening to corporate brand speak (anywhere, not just Lush), and being instructed to pick things this way and this way only. This carries a high probability of that.

    But let’s get real: I will still check it out because the colors look like a lot of fun and the formulas sound like they’ll perform well.

    • the Muse

      yes remember goldie jane? ;-D I’m the same, really don’t pick colors based on what company’s suggest but hey, you can always go with anything of course and this seems to have options!

  • breyerchic04

    The prices are a tiny bit higher than I like, and I think that much liquid eyeliner is stupid, but I’ll look definitely.

    • 18thCenturyFox

      Stupid? Interesting phrasing. Thank goodness for liquid liner- no rockabilly girl could make it a day without it!

  • marron

    this sounds really exciting! I can’t wait until this comes out!!

  • Melissa

    I just squealed like a 16 year old getting the keys for the first time. So FLIPPING excited. I hope these show up in my local shop!

  • Whitney

    I just bought a full sized Ultrabalm (45g) for $12.95. How on earth are 8g lipglosses, made of an ultrabalm base, worth nearly $25? That must be some expensive pigment.

  • Lulubelle

    I like the concept! I hate that there is not a Lush store near me.

  • Marasy

    Vegan?! Yay! I’m still heartbroken over Urban Decay, but it looks like Lush will be replacing them. This whole concept looks neat and I haven’t seen it done before.

  • dina

    verrrrrrrry interesting! kinda pricey but look forward to checking the collection out. ps did you hear lush coming soon WP?? 😀

  • Emilaine

    hmm… I really love lush but I think it is a teensy bit pricy. I might end up buying a lipstick anyways…

  • Moxie

    Wow, thank you so much for this post. Looking forward to checking it out at my local LUSH!

  • V

    Was able to play with the products and oh man…did not want to take it off my skin. It is SO pigmented, I LOVE IT

  • sevim celik

    l want ask to all of you that i live in turkey and l want sell some makeup brands which we dont have in turkey. so someone can help me to buy thıs brand and shıp to turkey. also l can pay for thıs. or can someone manage me for shop and shıp to turkey.
    thank you so much