Lush Cosmetics has launched a nationwide campaign in the UK to support transgender rights and has introduced a new Gender Affirming Care policy for its employees. The initiative, which runs from April 23 to May 11, aims to raise awareness about the challenges faced by transgender individuals and promote inclusivity within the company.
Campaign Overview
The campaign, developed in collaboration with trans-led organizations TransActual and My Genderation, features vibrant window displays in all 101 Lush stores across the UK. These displays, designed by artists Fox Fisher and Lewis Hancox, depict a “thrutopian” vision—a hopeful and inclusive future for transgender people. The artwork is accompanied by a 24-page booklet titled Dream vs. Reality: Creating a World Where Trans People Are Safe, written by TransActual. Lush has printed 20,000 copies of the booklet, available for free in stores and online.
Lush storefront in the UK. Photo: Lush
In addition to the visual displays and literature, Lush is selling a limited-edition bath bomb called “Liberation.” Priced at £6, the bath bomb features the colors of the transgender pride flag—blue, pink, and white—and is scented with American Cream. Seventy-five percent of the sales price (excluding tax) will be donated to TransActual and My Genderation.
Addressing Transphobia and Promoting Inclusivity
The campaign comes at a time when transgender individuals face increasing challenges, including negative media representation, restricted access to healthcare, and rising hate crimes. Lush aims to counteract these issues by presenting a positive vision of a world where the UK leads on trans rights, tackles transphobia, prioritizes gender-affirming care, and provides safety and dignity for LGBTQI+ asylum seekers.
Keyne Walker, Strategy Director at TransActual, emphasized the importance of vocal and explicit support for trans people, stating, “With our legal rights being thrown into confusion, this is a crucial time for LGBTQ+ people and our allies to be vocal and explicit in their support and inclusion of trans people across society.”
Fox Fisher and Lewis Hancox, founders of My Genderation, highlighted the significance of the campaign’s creative approach. They noted, “Lush approached us and were guided by us, as trans-led organizations, to create something truly special. We believe that championing trans lives through creativity and storytelling is a gentle but powerful way to win hearts and minds.”
Gender Affirming Care Policy for Employees
In conjunction with the campaign, Lush has introduced a Gender Affirming Care policy for its UK and Ireland employees. The policy outlines the support available to employees at any stage in their transition journey, including access to gender-affirming care and dedicated transitioning leave. Lush recognizes the importance of gender transition in some individuals’ journeys to becoming their most authentic selves and aims to provide a supportive environment for all employees.
A spokesperson from Lush stated, “This campaign comes from the heart of the business. Requested by our staff and led by our incredible campaign partners, it comes at a time where positive trans representation is needed to counterpoint some of the toxic narratives that have been shaping public discourse.”
Future Plans and Global Expansion
While the current campaign is taking place in the UK, Lush plans to expand the initiative to other regions. The campaign will also run in Ireland, in partnership with the Irish organization TENI, from April 23 to May 11. In the Netherlands, a similar campaign will launch in mid-May in collaboration with Transgender Network Netherlands. Lush aims to continue its global rollout, furthering its commitment to trans rights and inclusivity.
