Be ready for Moomin mania …
Cute childhood figures, from Paddington to Snoopy, are more popular than ever, as we seek comfort and escapism. It’s all about nostalgia. The Moomins, created in the early 1940s by Finnish author and artist Tove Jansson, have endured through the decades. Moomin mugs – apparently a staple in pretty well every Finnish household – are very collectable, and there are dedicated Moomins stores around the world, and a museum in Finland. Now, ethical cosmetics brand Lush, known for its handmade, planet-friendly creations, is launching a collection dedicated to the characters.
BATHTIME COLLECTABLES
The Lush collection includes a Moomintroll bath bomb (€6.45), Moomin Delight Soap and Body Wash (€12), Moominmamma’s Pancake Batter Body Lotion (€15), with “coconut cream and vanilla pod infusion”; Moomin Soap, with pink pepper and citrus (€8); and Cloudberry Body Spray (€40, exclusively available on the Lush app). The body spray features cloudberry seed oil, as cloudberries are commonly grown in Finland. There’s even Moominvalley Perfume (€35), with “crisp, sunlit notes of cotton”.
Since 1995, Dorset-based fresh, handmade cosmetics company Lush has been driven by innovation and ethics. Lush and Moomin have a shared belief that a kinder, more inclusive world starts with a warm welcome, freedom, and care – for people, the planet, and animals. Lush’s best-known inventions include packaging-free staples such as the shampoo bar and bath bomb. Since 2007, Lush has supported grassroots organisations and activists through multiple programmes.
The fundamental message of the Moomins has never been more relevant: everyone deserves freedom, dignity and the right to be welcomed. Roleff Kråkström, CEO of Moomin Characters, said: “The Moomin stories remind us that tolerance isn’t about overlooking differences but, in fact, fostering curiosity about others and their differences – and standing up for diversity. Life in Moominvalley thrives when unique individuals come together in harmony, creating a world of warmth and understanding. Lush truly celebrates the joys of originality, and we feel this collaboration couldn’t be more fitting – and fun!”
