Lush, the British bath bomb and eco-beauty specialists, has created a soap campaigning against Florida's 'Don't Say Gay' law.
Available only to consumers in the US via lush.com, or via Florida stores, sales of the Gay is Ok soap will be donated to civil rights organisation Equality Florida's to support those impacted by the new legislation.
The company aims to raise US$50,000.
Lush first launched its Gay is Ok campaign in 2015 to advocate for gay rights around the world.
The brand raised £275,955 ($400,000) via sales of a limited edition #GayIsOk soap, with the money donated to Lush's LGBT+ activist arm Love Fund.
✨✨ GAY IS OKAY SOAP! ✨✨— Lush North America (@lushcosmetics) May 18, 2022
In support of @equalityfl efforts to counter the hateful “Don’t Say Gay” legislation recently passed. Sales of this soap will help support the @equalityfl legal defense fund.
Available now on the US website: https://t.co/UllzyUWaEb & Florida stores ❤️ pic.twitter.com/TZGGYWK0qX
But the new launch is campaigning against a controversial new law that bans teachers in Florida from giving lessons on sexual orientation and gender identity to children under the age of nine.
"We believe the state has a responsibility to provide a safe and inclusive learning environment for all children and the Don't Say Gay legislation does just the opposite," said Carleen Pickard, Ethical Campaigner at Lush Cosmetics.
"At a time when youth need our support the most, they and those that love them are being targeted. We are proud to stand with Equality Florida's work to support the queer community at this critical and uncertain time."
However, the launch has divided opinion on social media with some users urging Lush to expand the product outside of the US, while others claim Lush is spreading misinformation.
Equality Florida's Executive Director, Nadine Smith, said: "LGBTQ young people and their families are facing a political onslaught aimed at stigmatising and erasing them.
"This toxic climate will make schools less safe for the youth that need our support most.
"It is vital that the businesses that uplift values of diversity and inclusion speak up at a time when their employees, customers and the broader community are under attack.
"Each of us is called to the fight to ensure every student is protected and every family is respected."