Lush Cosmetics is marking this Mother’s Day with a collection of limited-edition cards that aim to reflect the diverse and often complex experiences of motherhood.
Created in collaboration with Melbourne-based illustrator Eleonora Arosio, the three bespoke designs will be available in Lush stores nationwide from May 1, 2025.
The campaign responds to feedback from the Lush community, many of whom felt traditional greetings like “Happy Mother’s Day, Mum” failed to capture the full emotional range of the day.
Informed by responses to the question, “Which Mother’s Day card do you wish you could find on the shelf?”, the company identified three common themes: working mothers, those grieving the loss of a maternal figure, and those hoping to become mothers.
“This is a time to acknowledge more experiences around motherhood. It’s about showing up for those who are silently struggling with grief, or in the throes of newborn life, because this is the true reality of what we experience as mums,” Jessielee Pearce, Advocacy and Activism Executive at Lush Cosmetics Australia, said.
“It’s refreshing and important to open up conversations about the quieter, more tender experiences that often go unspoken. We’re moving past the rose-coloured glasses and leaning into empathy and connection, because throughout our lives, we’ll all know both joyful and bittersweet Mother’s Days,” Arosio, meanwhile, said.
The illustrated cards, available with the purchase of any Lush Gift Set or Knot Wrap, aim to foster empathy and connection during a time that can be both joyful and bittersweet. The offer runs from May 1 to 11, while stocks last.