The Story
Why it exists.
The beginning
Cloudberry arrived as part of the Lush × Moomin collection, a collaboration rooted in a Finnish children's media universe. The cloudberry itself is a Nordic berry, and Lush's perfumers looked to davana, an Indian flower oil, to capture that elusive berry character in a wearable format. Davana brings its own fruity complexity to the composition, giving the otherwise simple cloudberry-orange pairing a more textured read. This body spray lives in the digital cart, available through the brand's online channels rather than the shop floor, which keeps the launch tucked inside a specific corner of the catalogue.
The pairing of davana with sweet orange is doing something specific here. Davana oil smells fruity on its own, but it carries a fermented undertone that pushes the cloudberry toward real fruit rather than candy territory. Orange oil pulls the whole composition into something brighter and more lifted, giving the tartness a sunny side. The davana adds an herbal edge that keeps the berry grounded, and the orange keeps lifting it back toward something fresh. Together they trade off, one pulling toward sweetness and the other pulling toward something riper and more grown-up.
The evolution
The opening is bright orange and that immediate citrus sweetness of just-squeezed zest, clean and almost candy-like. Then the davana wakes up. The shift comes as the fermented, slightly herbal quality starts replacing the bright citrus. The orange doesn't vanish, it just becomes a supporting note while the davana takes the lead. Over time the fragrance settles into a creamy, warm berry scent that some wearers compare to a berry-filled pastry, the kind of sweetness that comes from baking rather than from raw sugar. The drydown holds steady for a full workday on most skin, quieter than the opening but still present, leaving a faint trail of sweet fruit that lingers into the next morning. It's the kind of scent that rewards patience, asking you to wait through the bright citrus to get to the moody berry underneath.
Cultural impact
Cloudberry joined Lush's Gorilla Perfume catalogue as a digital-exclusive release inside the Lush × Moomin collaboration, which paired fragrance with a literary universe for the first time at scale for the brand. By keeping the launch app-only, Lush leaned into its online channels and messageboard communities, and early discussion on Reddit's r/fragrance picked up the scent as something unusual in the Gorilla Perfume lineup. The release also arrived during a wave of gourmand-leaning fruity florals on the indie circuit, and Cloudberry carved out a spot as an entry that leaned tart rather than syrupy.
