lush Zoe Sugg
credit: Lush

Zoe Sugg & Lush create new bath bomb for #DigitalDetoxDay

Zoe Sugg, aka lifestyle and YouTube queen Zoella, has teamed up with our faves at Lush to launch a new bath bomb in celebration of #DIGITALDETOXDAY.

A creation between Zoe and Lush product inventor Jack Constantine, the IRL bath bomb will be launching on Saturday August 29. Retailing at £5.95, money raised from the 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.

The IRL bath bomb is ideal for anyone who wants to take five, and what better way to do so than by enjoying a calming bath? Named after the internet slang for ‘in real life’, the bath bomb will encourage you to enjoy something in your ‘real life’, rather than your digital life. Zoe wanted to create a relaxing bath bomb designed to assist with the symptoms of anxiety, and with its dreamy sunset colour scheme, it definitely has a soothing effect to it.

credit: Lush

Speaking about the IRL bath bomb, Zoe said: “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 bath water 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 added, “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.”

credit: Lush

If you want to find out more about the IRL bath bomb, Jack will be hosting an Instagram Live over on @IAmWholeUK on September 11. He will be talking viewers through the creation process as well as the benefits of the bath bomb in more detail.

The IRL bath bomb has been created in celebration of #DIGITALDETOXDAY, which is a world-first collaborative project with #IAMWHOLE (co-founded by Rizzle Kicks’ Jordan Stephens), Lush and Zoe. The campaign aims to raise awareness of the negative effects that social media can have on our mental heath, and on Saturday September 5, participants will be asked to step away from their social media accounts for one whole day. Instead, they will be encouraged to take time out for themselves and do something which will benefit their mental health.

As we mentioned earlier, proceeds from the IRL bath bomb will go towards creating The Wholeness Fund, a global fund for grassroots groups who support mental health. Small charities, groups, local projects and self-help initiatives can apply for grants which range between £100 and £10,000, depending on the size of project. Applications for The Wholeness Fund close on December 31 2020.

The IRL bath bomb will be available to purchase online and in Lush shops from Saturday August 29 while stock lasts.

What do you think of the Zoe Sugg X Lush IRL bath bomb? Let us know on Twitter @Fuzzable

Written by Katrina

twenty-something content writer with a penchant for boybands, theatre and Disney. Email:

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