The Story
Why it exists.
The beginning
Lush asked a question and let the answer become a fragrance. What would love do? It would lift you when you're low, calm you when you're anxious, and hold you when the day is done. The concept guided the work of Simon Constantine and Emma Dick in 2016, resulting in a fragrance that cares for the wearer rather than simply capturing attention. The perfume is built from three materials that do exactly what the name promises. Tangerine provides the initial lift, bringing a bright citrus quality that feels like a moment of sunshine. Lavender follows, offering a grounding quality that brings a sense of calm. Benzoin completes the picture, providing the warmth that settles in once the day begins to quiet.
What makes this composition interesting is its restraint. Three notes, three jobs, no filler. Tangerine opens the fragrance with genuine brightness, a citrus quality that arrives immediately and sets the tone for what follows. The top note doesn't simply announce itself but establishes a mood of openness and clarity that the rest of the fragrance builds upon. Lavender in the heart occupies a different register entirely. This isn't the dusty, dated lavender of old storage spaces.
The evolution
The opening is immediate: tangerine, bright and citrus-forward, like peeling a fruit in sunlight. No hesitation. For the first thirty minutes, this is pure citrus joy, sweet, tart, alive. Then the hand-off. The tangerine doesn't disappear, but it recedes, making room for lavender to step forward. This is where the fragrance shifts register entirely. From sunny to calm. From outside to inside. The lavender arrives with its herbal, slightly camphoraceous edge, but it's softened immediately by the benzoin already forming underneath. The drydown is where benzoin earns its place. The resinous warmth builds slowly, becoming a second skin. Vanilla-adjacent but richer, honeyed, with a subtle touch of something almost medicinal that keeps it from becoming dessert. The benzoin lingers like a memory of a good day, holding on after the citrus and lavender have done their work.
Cultural impact
What Would Love Do? sits in Lush's lineup as a fragrance that prioritizes comfort and emotional resonance. The name poses a genuine question: what would love actually do? The answer, expressed through the scent itself, is practical and sensory. Love lifts. Love calms. Love wraps you up. It's a fragrance for the person who treats self-care as something quiet but important, handmade and unapologetically sensory. The fragrance exists at the intersection of emotional language and physical sensation, using three materials to express what love might feel like if it were bottled.
The House
LushLush is a British cosmetics company founded in Poole, England, in 1994 by trichologist Mark Constantine, his wife Mo Constantine, and five additional co-founders. The brand gained international recognition for its hand-pressed bath bombs, which Mo Constantine invented in her garden shed in 1989. Now operating in 49 countries, Lush has evolved from a single High Street shop into a global retailer while maintaining its commitment to ethical manufacturing and cruelty-free products. In-house perfumers Mark Constantine OBE, Emma Vincent, and Alina Gliwinska create the brand's fine fragrances, which are presented through the Perfume Library concept stores in Liverpool, Florence, and London. The fragrance collection spans over 230 perfumes dating back to 1989, organized into thematic volumes that serve as milestones in the brand's perfumery history.
The Creator
Simon Constantine & Emma DickSimon favors single‑note focus, often building a composition around a pure absolute or essential oil. He pairs a dominant material with subtle supporting accents, allowing the star ingredient to breathe.
