Lush and "Wicked: For Good" Want You To Shower With Jonathan Bailey

As Universal Pictures prepares to unveil "Wicked: For Good," the highly anticipated cinematic conclusion to the "Wicked" films, Lush has announced a limited-edition, 10-piece bath and body collection inspired by the iconic world, its characters, and the themes of transformation and self-acceptance that resonate with audiences of all backgrounds . Launching November 21 to coincide with the film's release, the "Wicked: For Good x Lush" collection channels the spirit of Oz into everyday self-care rituals.

Fans can immerse themselves in the magic of Oz through products like Glinda’s Wedding Dress Bath Bomb, Elphaba’s Lair Body Scrub, and the Chistery Bubble Bar. Each item features thoughtful scents and ingredients that evoke the personalities of Oz's beloved figures. For example, Glinda’s Wedding Dress Bath Bomb blends violet and rose, while Elphaba’s Lair Body Scrub offers super-softening floral notes, celebrating individuality and empowerment .

The standout product for many is the limited-edition “Scarecrow” body scrub, inspired by Jonathan Bailey’s portrayal of Prince Fiyero in the upcoming film. Bailey, acclaimed for his roles in “Bridgerton” and “Jurassic World: Rebirth,” has quickly become an international icon, and Lush’s product immortalizes his character in a playful, affirming gesture .

Formulated with ground aduki beans, cocoa and shea butters, and infused with rose petals, the"Scarecrow" scrub is designed to invite fans into a sensory celebration of Bailey’s performance. The product description reads: “You don’t need a brain to figure out that our "Wicked: For Good x Lush" body scrub will lead you to the dreamiest skin this side of Oz. Enchanted with our Let The Good Times Roll fragrance, you’ll be on the road to plenty of compliments in no time” .

UK Lush Club members can pre-order the body scrub from October 24, with general availability beginning November 6, reinforcing Lush's model of rewarding loyal customers with exclusive access .

Lush’s collaboration with "Wicked: For Good" is more than a marketing exercise—it marks a deepening of the brand’s commitment to LGBTQ+ rights and visibility. Lush has a longstanding tradition of supporting grassroots organizations and championing inclusion. In August 2024, the company celebrated surpassing £100 million in charitable giving, with a significant portion directed toward LGBTQ+ and trans-led initiatives .

Earlier this year, Lush launched a campaign with TransActual and My Genderation, reaffirming their commitment to trans rights and visibility in response to a controversial UK Supreme Court ruling that excluded transgender women from the legal definition of ‘woman’ for the Equality Act 2010 . In another act of solidarity, Lush ended its partnership with Download Festival after discriminatory trans toilet policies were revealed, putting ethics above profit and earning public praise from trans advocacy group Strive .

Such choices underscore Lush’s role not only as a beauty innovator but also as a vocal ally, actively creating space for transgender people and the broader LGBTQ+ community within the beauty industry.

The "Wicked: For Good x Lush" collection demonstrates how pop culture collaborations can transcend commerce, offering moments of joy, affirmation, and community building. The inclusion of Jonathan Bailey’s “Scarecrow” body scrub is especially meaningful, as Bailey himself represents contemporary queer visibility in entertainment, making this product launch a celebration of LGBTQ+ pride as much as it is of Oz .

By centering LGBTQ+ narratives and supporting trans rights, Lush sets a precedent for how brands can leverage their influence to advance equality while delivering unforgettable fan experiences. The company’s efforts—both in product development and activism—are a reminder that self-care is not only about personal wellness, but also about fostering a culture of acceptance and empowerment for all.

As fans flock to cinemas for "Wicked: For Good," many will find the magic continues at home, through products that invite everyone—regardless of gender identity or sexual orientation—to celebrate themselves and the communities that inspire them.