None of these amazing ingredients are tested on animals. Since the beginning, we have continuously proved that a brand doesn’t need to test on animals. The Lush Prize launched in 2011 and we’ve had 93 winners and awarded £1.86 million towards alternatives to animal testing. So far, the USA has had the highest number of Lush Prize winners.

If Lush can do it, why can’t everybody else? When I think back to animal testing, what seemed like a sensible idea in my bedroom all those years ago [banning it], has turned into legislation banning animal tests for cosmetics in 40 countries. We have fought for an end to animal testing for years, from trying to deposit two tonnes of animal manure on the doorstep of the EU to losing our Regent Street shop expressly because the landlords didn’t like three million viewers watching the people-testing video filmed in that shop window. We continue to fight animal testing now.

Then there is the giving. You soon got the hang of Knot Wrap. Since 2009, we have sold (and consequently upcycled) 47 tonnes of beautiful scarves. That’s not even taking into account the 124 women who have found employment with re-wrap making our canvas bags.

In the last five years, we have raised and given £50 million and last year alone we funded 3,500 groups.

So, what’s next?

Working on your aspirations is a challenge. Lush has been working hard for a long time, so it can be tricky to think about what we can do next. This has been playing on my mind ever since a journalist recently asked me just how much more creativity we can have left after 25 years. The answer is: it’s everywhere. Lush is oozing with creativity, sometimes I even find it hard to contain; it’s fantastic.

For many years I haven’t written a plan for Lush. I think the last time we had a cohesive plan was back in 2013; it was a good plan and it lasted us quite a long time. Each year we kept trying to renew it, but we never did. This year, I wanted to write a new plan. So here it is, on the internet for all to see.

The Secret Lush Cosmetics Master Plan

1. Make products for every need. It’s not what customers want, it’s what they need.

2. Be number one in every category. Do not accept the status quo: invent new products that fulfil all of the vision.

3. Create a cosmetic revolution to save the planet. We’re running out of time – we need a revolution.

In the latest WWD Beauty top 100, L’Oréal is number 1 and we are number 33. That means we’re 3.8% of L’Oréal. For 25 years, we have made great products, with beautiful ingredients, we’re transparent with our customers and we don’t sell them fake benefits. It’s a real puzzler why we’re not the number one cosmetics company. For the sake of the environment, we NEED to be number one.

The thing is, there is a group of us reaching the pinnacle of our careers and we’re in sight of what we wanted to do all our lives. We wanted no preservatives, we wanted no packaging, and bit by bit we’ve worked towards doing it.

We should be the gleaming example that every other cosmetics company wants to be, it shouldn’t be Proctor and Gamble or L’Oréal, because Lush is doing the right things over and over again. Fiercely, bravely, sometimes foolishly, and with courage.

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