Lush fights for trans rights and visibility with new campaign

By Alessandro Carrara | Published: 25-Apr-2025
Retail

The UK beauty retailer’s campaign is focused on creating a more ‘positive vision’ of the world for trans individuals and raising money to support the community

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UK beauty retailer Lush has unveiled a new campaign supporting trans rights. 

The British bath bomb maker has partnered with trans groups TransActual and My Genderation on a public campaign running in all 101 Lush stores in the UK from 23 April to 11 May. 

It will include window displays and a free 24-page booklet, as well as the sale of Liberation bath bombs – themed around the trans flag – which will raise money for partner groups. 

The goal is to counter the negative representation of trans people in the press by presenting a “positive vision” that the world should be striving for, Lush’s Campaigns Manager Andrew Butler told Cosmetics Business.

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