Lush partners with trans-led groups to stand up for trans rights… 

And launches Gender Affirming Care policy for trans, non-binary and gender diverse employees.

Lush has partnered with trans-led groups TransActual and My Genderation for a public campaign running in all 101 Lush stores in the UK from 23 April to 11 May, the campaign features vibrant eye-catching window displays, free 24 page booklets, in store signage and Liberation bath bombs to raise money for partner groups.

The campaign comes at a time where trans people have come under increasing attacks in certain political and cultural spheres. Media coverage of trans issues has spiked in recent years, with many articles negatively talking about trans people without including trans voices. As a result, trans people have lost access to vital healthcare resources and there has been a rise in the number of hate crimes committed against trans people.
This campaign seeks to counter this negative representation by presenting a positive vision of the world we could and should be striving for, where the UK leads on trans rights, tackles transphobia, prioritises gender affirming care, provides safety and dignity for LGTBQI+ asylum seekers, and more. 

Designed by Fox Fisher and Lewis Hancox, the colourful campaign window is a thrutopian vision that provides a clear and engaging route from our current reality through to a world we can all be proud of.

These illustrations also feature in a 24 page booklet titled Dream vs. Reality: creating a world where trans people are safe written by TransActual. Lush have printed 20,000 copies of the booklet, which will be available for free in stores, with digital copies online. A sticker on the windows features a QR code that people can scan to watch films that celebrate trans lives and trans experiences on the My Genderation site.

Also available in stores and online is the Liberation bath bomb.
Blue, pink and white stripped to reflect the colours of the trans flag, this bathing beauty is dreamily scented with American Cream and priced at £6 each. 75% of sales price (minus tax) will be donated to the campaign partners, TransActual and My Genderation.

Keyne Walker, Strategy Director at TransActual says, “With our legal rights being thrown into confusion, this is a crucial time for LGBTQ+ people and our allies to be vocal and explicit in their support and inclusion of trans people across society. We’re very pleased to be partnering with LUSH and My Genderation on this campaign that shows how simple it could be to choose truth and freedom over lies and fear. It’s a clear message that we aren’t going anywhere, and that a better world is possible.”

Fox Fisher and Lewis Hancox, founders of My Genderation say, “Often trans people are not included in the conversation around trans issues. That’s why this trans positive campaign that we’ve been working on since the beginning of this year is so meaningful. Lush approached us and were guided by us, as trans led organizations, to create something truly special. We believe that championing trans lives through creativity and storytelling is a gentle but powerful way to win hearts and minds. 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 says, “This campaign comes from the heart of the business. Requested by our staff and led by our incredible campaign partners, it comes at a time where positive trans representation is needed to counterpoint some of the toxic narratives that have been shaping public discourse. We hope that the vision presented in this campaign becomes reality and helps to shape a world we can all be proud of.”

lush launches gender affirming care for UK&I STAFF

To coincide with the launch of this campaign, Lush is rolling out a Gender Affirming Care policy as part of its commitment to creating a diverse and inclusive working environment and supporting trans, non-binary and gender diverse employees.

Lush understands the role that gender transition can play in some peoples journeys to becoming their most authentic selves. The policy outlines the support available to Lush employees at any stage in their transition journey and provides a range of useful tools and support, as well as dedicated transitioning leave to ensure that trans employees have the time and support they need to access gender-affirming care.

NOTES TO EDITOR

For further information or comment please contact:
ruana@lush.co.uk / lushpr@lush.co.uk

The campaign will also be running in Ireland at the same time with our Irish campaign partner TENI and in the Netherlands in mid-May in partnership with Transgender Network Netherlands, with further global rollout at a later date. 

TransActual is a national trans-led and run organisation working for trans people in politics, advocating for better healthcare provision, and hosting community resources.TransActual are working towards a world where trans people can live safely, in dignity and with access to the healthcare that we need. transactual.org.uk

My Genderation is a non-profit championing trans representation in film, photography and illustration. Founded by Fox Fisher and Lewis Hancox, they create authentic content that celebrates trans lives and educates through entertainment. mygenderation.com

Lush invents, manufactures and retails fresh handmade cosmetics. A beauty company with a campaigning heart, using its stores around the world as a platform to uplift under-represented and misrepresented issues spanning social justice, animal protection and the environment. lush.com