Some of the best ideas at Lust don't start with us. They start with you. 

Earlier this year, we asked 1,502 Lust customers and 254 people on our list who hadn't shopped with us before what they actually wanted from their beauty routine, what they loved, what they found confusing and what they wanted us to do better.

And you definitely didn't hold back.

From wanting simpler routines and more application education to seeing more real women represented across Lust, your feedback has given us plenty to think about.

So, here's some of what you told us and how we're listening.

“Show us more women like me”

This was one of the clearest messages we received.

Our community wants to see more ages, more skin tones, more skin types and more real skin represented across Lust. And we completely understand why.

Beauty shouldn't feel like it's designed for one age, one complexion or one type of woman.

We're continuing to broaden the women you see across our content so that when you come to Lust looking for a product, tutorial or recommendation, there's a better chance you'll see someone whose skin looks a little more like yours.

“Show me how to actually use it”

This was a BIG one.

Nearly 3 in 10 of the customers we surveyed told us they wanted more help with makeup application.

Not more products. More confidence using the products they already have.

One customer summed it up perfectly:
“Being from my generation we didn't have TikTok and makeup videos, so I guess I've never really learnt how to apply makeup properly.”

And we heard you.

We're putting more focus into easy-to-follow education, tutorials and real application advice; from finding your foundation to knowing where your blush goes and making your everyday makeup routine feel less overwhelming.

Because you shouldn't need to be a makeup artist to feel confident using your makeup.

“Please make beauty simpler”

More isn't always better.

One thing we heard repeatedly was that too many products, too many steps and too much choice can become overwhelming.

Sometimes you don't want another 10-step routine.

You just want someone to tell you: these are the products I'd actually choose for you.

That's something we're bringing into more of what we do, from simpler routines and curated bundles to our Skin Quiz and personalised recommendations from the Lust team.

Our goal isn't to convince you that you need everything. It's to help you find what actually makes sense for you.

“Make the packaging easier”

Sometimes the most useful feedback isn't about what's inside the bottle at all.

You told us about the little things that can make using your Lust products harder, from knowing how much product you have left to packaging functionality and labels that could be easier to read.

They might not be the glamorous parts of product development, but they're important.

And your feedback gives our team real insight into what we should be looking at when we review and develop our packaging.

And something you told us you LOVE… our Colour Matching service.

It came up again and again in the feedback we received, particularly the ability to speak to a real person and get help finding the right foundation and shade.

One customer described the experience as:
“It's like talking with a girlfriend but who has expertise.”

And that is exactly how we want Lust to feel.

You don't have to know your undertone, understand every formula or figure everything out yourself. Our team is here to help.

Why we're sharing all of this

Because when we ask for your feedback, we genuinely want it.

The compliments are lovely... of course they are.

But the suggestions, frustrations, questions and “I wish Lust would…” comments are just as valuable.

They help us understand what you actually need from us.

It's also why our Clean Beauty Community is so important. It's a space where you can ask questions, share your experiences, give us feedback and be part of conversations that can genuinely influence what happens next at Lust.

We're always listening and we're incredibly grateful when you take the time to tell us what you think.

HAVE SOMETHING YOU WANT US TO HEAR?

Come and join the Clean Beauty Community or chat with our team. Your feedback might just help shape what we do next.