Lush re-names three Bath Bombs to Diversity, Equity and Inclusion

The United States has been experiencing an erosion of human rights at a federal and state level over the years, such as the so-called ‘Don’t Say Gay’ law in Florida in 2022 forbidding schools to instruct on sexual orientation and gender identity. Executive ​Orders given in January 2025 have even further, wider and deeper impact forcing federal departments to halt programs and shut down DEI departments​. Many businesses have voluntarily followed suit, ending or scaling back DEI programs, with some removing statements pledging to commit to ‘equity for Black people’ and ‘LGBTQ+rights’ and any mentions of ‘transgender’ from their websites.

Lush remains committed to the work required to bring DEI to life and doesn’t wish to see the words disappear, so has already renamed their Thermal Waves, Sakura and American Cream bath bombs to Diversity, Equity, and Inclusion in the USA (as of the end of January 2025) and will be rolling this out across all global websites and shops from March 2025.  

While this started as an issue specific to the United States, we recognise that Lush is a global brand in over 50 countries. This simple but clear action affirms our support and belief in the value of diversity, equity and inclusion, as set out in The Lush Ethos and guiding principles of the Lush Ethical Charter, no matter where we are in the Lush world.

“We stand in solidarity with all those people who have worked so hard to create these rights” says Mark Constantine, Lush Co-Founder and CEO. 

NOTES TO EDITORS

Renaming three of Lush’s well-known bath bombs is in line with Lush’s history as a campaigning company. In 2015, Lush launched #GayIsOk campaign alongside LGBTQ+ rights organisation AllOut, limited-edition ‘Love Perfume’ scented soaps were sold to raise money for the ‘Love Fund’.

For Valentine’s Day in 2023, Lush launched a campaign calling on the UK government to ban ‘conversion therapy’ to protect LGBTQIA+ people with no exceptions and released a Proud to Love You washcard in partnership with Galop.

Since its founding, Lush has raised over £100 million for grassroots organisations.

Lush is guided by an Ethical Charter which outlines its commitments to business operations and practice, including care for staff.

In 2021, Lush introduced Community Networks in the UK & Ireland to amplify voices in the company to work towards better support across the business and create safe and inclusive spaces. To date, the networks include people who identify as part of the global majority, LGBTQIA+, who have disabilities and chronic illnesses, are neurodiverse, those who are experiencing menopause and a family support network to develop a wider business understanding of the needs of someone who has care responsibilities.

Annual reports are carried out and published for transparency on Lush’s diversity as well as gender pay. 

In this critical moment, the name changes are a simple but clear affirmation of Lush’s dedication to DEI policies, programs and practices.