British cosmetics brand Lush shuts down their operations across the UK and Ireland as a protest against the humanitarian crisis in Gaza. Their physical stores were closed with posters on the window that read “STOP STARVING GAZA – WE ARE CLOSED IN SOLIDARITY”. You can find the same message along with their company statement on the matter on their website.
The company’s statement mentions their condemnation of the Israeli government’s blockade of humanitarian aid and the starvation crisis in Gaza that has come as a result of the blockade. Lush’s statement also calls on the UK government to take action against the violence, including ending arms sales from the UK.
Lush will also relaunch their bestselling fundraising soap, named the Watermelon Slice, with proceeds going to medical charities, including charities that provide prosthetic limbs to those injured in Gaza.
This protest isn’t a first for Lush. They have supported various causes over the years, with their most notable one being their boycott of all Meta apps. Apart from Lush, we have also seen Huda Beauty collaborate with Palestinian singer-songwriter Saint Levant, releasing a limited edition Faux Filler Jelly Oil called Kalamantina. This campaign raised awareness about Palestinian agriculture and heritage, and the proceeds went to support MSF (Doctors Without Borders). Although Lush and Huda Beauty have been consistent with their support, these campaigns have got us wondering: is this the start of a new era of brand activism?
Since 2023, brands have found themselves in one of two categories: either they speak up in solidarity or they enter the boycott list. Regardless of mass protests around the world, government policies don’t seem to budge and for-profit businesses have a part to play in that. So now people are acting with their dollars, becoming more mindful about their consumption by shifting it to local and small businesses. To avoid their losses, will we start seeing more and more for-profit brands coming out of the woodwork to speak on humanitarian crises against the appeasement of their shareholders?
For now, we commend Lush for staying consistent with their messaging and vocalising their support. And hope that this form of brand activism can make some real change when all other forms of dissent seemingly don’t work.
