Lush Cosmetics is making waves in the UK with a powerful new campaign in support of trans rights, launched just days after a deeply controversial Supreme Court ruling that excluded trans women from the legal definition of “woman” under the country’s Equality Act.
From April 23 to May 11, all 101 Lush stores across the UK will display vibrant, trans Pride-themed windows, offer free educational booklets, and sell a new “Liberation” bath bomb. Priced at £6, 75% of proceeds will go directly to trans-led organizations TransActual and My Genderation. Designed by trans creatives Fox Fisher and Lewis Hancox, the campaign aims to show what Lush calls “a thrutopian vision”—a hopeful, imaginative path toward a future where trans people are safe and celebrated.
The accompanying booklet, Dream vs. Reality: Creating a World Where Trans People Are Safe, highlights the harsh realities many trans folks face, from reduced healthcare access to a rise in hate crimes. Fisher and Hancox called it a “trans positive campaign,” saying, “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.”
Lush is also introducing a Gender Affirming Care policy for its UK and Ireland staff—a major step in their journey toward inclusion. This is a notable shift from the company’s 2020 controversy, when it was criticized for donating to an anti-trans group. This is what progress looks like!
