On Saturday 29th August, Lush will launch the IRL bath bomb (£5.95) for #DIGITALDETOXDAY. IRL is terminology often used on social, meaning “in real life”, indicating enjoying something in our real lives as opposed to our digital ones.  A creation between Zoe Sugg (Founder of Zoella) and Lush product inventor Jack Constantine. Money raised from the sales of this new bath bomb will go into a special fund aiming to make grants available to grassroots groups focusing on mental health and wellbeing across the world.

“If escapism had a smell, this would be it. The scent fills the room, quieting your mind long before you’ve even dipped your toes in the tub. As IRL dissolves, the colours change from magenta pink to optimistic sky blue and violet. Turning the bathwater into a swirl of dreamy sunset hues. The perfect concoction of Orange Flower, Neroli, Mimosa, Gardenia & Lavender bring together a floral yet fresh fragrance. For all the times I want to enjoy a beautiful sunset from the comfort of my own bathroom, I’ll be reaching for IRL”




Zoe came to Jack with the idea for a bath bomb that would contain soothing scents and relaxing qualities intended to assist with the symptoms of anxiety. The bath bomb’s colourway is representative of a sunset over the water, as Zoe often finds comfort in heading down to the beach in Brighton to seek escapism and serenity.  Luckily, Jack also lives near the sea in Poole, Dorset so knew exactly how to bring Zoe’s vision to life.

“In terms of the scents, we wanted to make sure neroli was in there as it’s a fragrance that is known to be very beneficial for anxiety and sleeplessness and we wanted all the fragrances in the bath bomb to come together for a lovely night time, relaxing scent.”


On Friday 11th September, Jack Constantine will be hosting an Instagram Live over on @IAmWholeUK where he will be talking through the creation process and benefits of the IRL bath bomb in more detail.



#DIGITALDETOXDAY is a world-first collaborative project with #IAMWHOLE, LUSH and Zoe Sugg. Fronted by Zoe and #IAMWHOLE co-founder Jordan Stephens (Rizzle Kicks). DDD aims to bring awareness to the negative effects that social media can have on our mental health. Encouraging social media users to build a healthier relationship with these platforms and their devices.  DIGITALDETOXDAY will ask participants to step away from social media for one whole day on Saturday 5th September. Taking time out for their mental health and themselves. 


Lush invites applications for consideration from small charities, groups, local projects and self-help initiatives. They can receive grants from the money raised from the IRL bath bomb.  

Grants of between £100 and £10,000 can be applied for. Depending on the size of the project.  Applications can be made from any country, as this is a global fund.

Applications close on 31st December 2020.

Express Your Reaction
You have reacted on "#DIGITALDETOXDAY LUSH X Zoe Sugg" A few seconds ago

Leave a Reply

Your email address will not be published. Required fields are marked *