Flame Fighters Soap

protecting the Amazon Rainforest from devastating fires

Our sweet and spicy Flame Fighters soap is helping protect one of the most biodiverse places on Earth – the Amazon Rainforest – from devastating fires. By purchasing this soap, you are raising funds to support communities on the ground as they protect their ancestral lands from fires caused by crime and global warming in Brazil, Peru, and Bolivia.

Ruth Andrade from our Earth Care team explains,

“This summer saw devastating fires in the Amazon, large areas of Indigenous territories and primary forest burned to the ground. This was an explosive combination of criminal fires and record droughts due to the Climate Emergency. Volunteer fire brigades know their territories and are best poised to tackle the challenge, they are also often involved in reforestation projects, and it is very moving that Lush’s customers can support them through Flame Fighters.”

Launching in stores and online from November 14th in the UK, Ireland and Europe and available in January in North America. In North America, Flame Fighters will also support Indigenous fire management across the landscape of Turtle Island for ecosystem support.

Extreme Climate meets Extreme Crime

2024 has been a record breaker, with more frequent and intense forest fires recorded across the Amazon Rainforest. Most of these fires have been started deliberately but higher temperatures and the dryer conditions caused by the Climate Crisis are making forest fires more likely. 

Forested areas are routinely being cleared to make way for animal agriculture and monoculture plantations using ‘controlled’ burns. Organised crime including illegal logging activities is detrimental to forest health, leaving it more vulnerable to fires. In some cases, ‘revenge fires’ are deliberately started on lands returned to Indigenous peoples.

There is a strong anti-conservation rhetoric in some regions of the Amazon, fuelled by former Brazilian President Jair Bolsonaro’s destructive environmental policies. The Amazon Rainforest is a natural resource many want to exploit for its riches. On one day alone in August 2023, now referred to as Fire Day, 1,500 fires were started in a coordinated pro-deforestation action, to show governments that some communities will not hesitate to clear their land for financial gain.

Fighting Forest Fires

Local Amazonian and Indigenous communities are fighting back. On the ground, volunteer fire brigades are tackling fires and working on fire prevention methods. These brave volunteer firefighters are using their traditional knowledge of the land alongside modern technology such as drones to locate and tackle fires. Lush’s Flame Fighters soap will help equip and support this work and through environmental education, reforestation and monitoring and reporting illegal fire activity, will help protect their ancestral lands from future fires.

Lush Giving Products

Our Giving Products support human rights and social justice, animal rights and environmental protection by raising money for particular causes.

Find out more about the Giving Collection.

Why should you care about the Amazon?
The Amazon rainforest is an irreplaceable ecosystem with huge importance for the climate and biodiversity. 

• Fires and deforestation reduce its capacity to absorb and store carbon, while releasing enormous quantities of carbon emissions. 
• The forest plays an important role in generating rainfall, fires reduce that capacity impacting weather far beyond South America.
• Scientists warn that the Amazon is approaching a critical tipping point, beyond which the ecosystem may be unable to fully recover, transforming into a drier, savanna-like landscape.
• Home to 80% of all mammal endemic species – species that only exist there, and with a new species discovered every other day, the Amazon is essential for preserving Earth’s biodiversity.

Make an impact with this giving product

75% of the sales price (minus tax) of this beautiful soap will be donated to Indigenous and community-led volunteer fire brigades in Brazil, Peru, and Bolivia.

The funding will go towards fire-fighting equipment, training, emergency aid for communities most affected and fire prevention education. 

Make an impact by purchasing a limited edition Flame Fighters soap today.