Naked shower gel? Sounds like soap, right? That’s what we thought - until we used one.

Naked shower gels work in exactly the same way as their liquid counterparts just without the need for any packaging.

Creating a solid, naked shower gel means no bottles or pots. But you don’t need to be living a packaging-free lifestyle to make space for one in your shower.

Solid products make travelling easier, no spills and airport stress. They’re often simpler to use with less product waste and more left over for your next shower.

At first glance they might look like soap. But these naked inventions don’t contain any traditional soap base. Soap can be made using a variety of different ingredients, you’ll find a mixture of rapeseed and coconut oil in the majority of Lush soaps as well as argan oil and olive oil in the gourmet soap range.

Naked shower gels aren’t made using these, in fact they contain most of the same ingredients as their packaged liquid versions. You’ll find that they give you the same powerful fragrance and lathering experience you’re used to from a liquid shower gel while also leaving your skin feeling soft and clean.

Propylene glycol has been added to the naked shower gel mixture, a humectant that will help carry water-based ingredients into the skin. It also reduces bacteria growth, creating self-preserving products that are safe to use.

You’ll also find propylene glycol in the solid shower jellies at Lush, combined with carrageenan extract and sodium lauryl sulphate together, they create a gentle lather that softens skin.

Having naked shower gels and their packaged versions available means that you can choose which type works best for your shower time routine. They will last just as long as packaged products without the bottle to deal with, so no more unnecessary shower fumbling. Whether you want something you can throw in your carry-on or just want to switch up your routine, the choice to go naked has never been easier.

I researched and wrote tag-lines for use across promotional material alongside an educational article introducing Lush’s packaging-free Naked Shower Gels. The brief was to explain the innovation clearly while reinforcing the brand’s ethics and product benefits.

I interviewed product inventors, translated chemistry into plain language, and kept the tone engaging and on-brand. The article became a go-to training resource for staff and was used on digital store platforms to support sales.