Lush Cosmetics loudly says ‘trans rights’ in bold new UK campaign

​Lush Cosmetics has launched a bold new campaign in partnership with trans-led organisations TransActual and My Genderation to reaffirm its commitment to trans rights and visibility.

Running from 23 April to 11 May across all 101 UK stores, the initiative features vibrant window displays, free educational booklets, and a new Liberation bath bomb in the colours of the trans Pride flag.

The new campaign comes in the wake of the UK Supreme Court‘s controversial ruling on Wednesday (16 April), that the legal definition of a woman in the country’s Equality Act 2010 does not include transgender women.

The bath bomb costs £6 and 75% of the sales from the bath bomb will go to TransActual and My Genderation.

The campaign, designed by trans creatives Fox Fisher and Lewis Hancox, has been described by Lush as “a thrutopian vision that provides a clear and engaging route from our current reality through to a world we can all be proud of”.

The accompanying booklet, titled Dream vs. Reality: Creating a World Where Trans People Are Safe has been written by TransActual, and aims to address the escalating hostility faced by trans individuals, including diminished healthcare access, and rising hate crimes.

Keyne Walker, Strategy Director at TransActual, emphasised the urgency: “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.”

Walker said that they were “very pleased” to partner with Lush and My Genderation on the campaign.

“It’s a clear message that we aren’t going anywhere, and that a better world is possible,” they said.

Fisher and Hancox, founders of My Genderation and the activists behind the campaign, said that this is a “trans positive campaign” created after Lush approached them.

“We believe that championing trans lives through creativity and storytelling is a gentle but powerful way to win hearts and minds. If our younger trans selves had seen such a celebratory window space in our home towns, we would’ve felt so seen, heard and hopeful,” they added.

To coincide with the campaign, Lush is rolling out a Gender Affirming Care policy for all of its staff in United Kingdom and Ireland.

It is part of their ongoing commitment to “creating a diverse and inclusive working environment and supporting trans, non-binary, and gender diverse employees”.

This makes a marked difference from when Lush came under fire for donating money to an anti-trans pressure group back in 2020 with LGBTQ+ activists previously urging shoppers to boycott the company. Lush later apologised for the incident.