If there’s anything we’ve learned from our recent visit to Lush Cosmetics‘ factory, it’s that less is definitely more. With Christmas being just around the corner, it’s easy to assume that a beauty brand would spend thousands of dollars on more elaborate packaging than usual. In a surprise move, however, Lush is offering consumers the option to shop a selection of products sans packaging this holiday season.

From solid shower gels to lip tints, products from what Lush calls the “naked” range are made almost the same way as their liquid counterparts, but without any waste of packaging. Not only is this new way of production environmentally-friendly, but it also allows shoppers to appreciate the products in their most colorful and fragrant form. Honestly, it really can’t get any better than this.

During the factory tour, we had a chance to learn how to make the all-new, holiday-exclusive “Once Upon a Time” naked body lotion, which is also available in a packaged version. Watch the video above to see how the magic happens.

To shop Lush’s holiday collection, head to its website or store locations across North America.