LUX Bath&Body

To democratise the emerging Bath & Body niche in China, LUX created its first collection designed for post-90s consumers: “LUX l’art du bain” — the art of bath. Positioned as indulgent self-care without guilt, the brand empowers young women to pamper themselves “like a queen.”

Unlike their parents, this “want” generation seeks small luxuries, personalization, social sharing, and me-time as coping mechanisms for busy, stressful lives. Bath & Body uniquely caters to these needs, making it the perfect category for LUX to lead.

Taking inspiration from fast fashion, a new collection is released every three months. At the heart of the offer: indulgent, fragrance-led experiences with unique ingredients, trending textures, and irresistibly bold packaging.
LUX Bath & Body transforms everyday baths into moments of pleasure, self-expression, and escape.