Bath bombs, yes. But also boycotts, protests, and the occasional middle finger to convention. While most beauty brands are chasing clicks and influencer sparkle, vegan beauty brand Lush is one of the few still willing to plant a flag and show some spine.
This is the company that quit social media on principle, shuttered all stores, e-commerce sites and factories in the UK to stand in solidarity with the war in Gaza, lost an estimated £300,000 in the process, and backed marriage equality in Hong Kong. It calls itself “a campaigning organisation fronted by a soap shop,” and unlike most brands that flirt with activism, it rarely breaks character.
That’s admirable but also risky. Especially in 2025, when the pendulum has swung too far against social activism, not just in the US, but across Europe and parts of Asia. And outspoken values-led marketing is far less common in the region than elsewhere. Lush has 869 shops in 50 countries, including Hong Kong, Singapore, Vietnam, Japan, and Australia, with plans for Indonesia and India. The question is whether activism sells soap in this part of the world or whether it isolates the customers who just came for a bath bomb.
Campaign Asia-Pacific asked six experts whether Lush’s strategy is genius, reckless, or something in between.
Kate Shelton
Creative strategist at Think HQ
Lush isn’t just selling bath bombs, it’s lobbing them. With many brands cosplaying neutrality, chasing 'vibes only' comms while ducking the hard stuff and straddling the fence with all they’ve got, Lush is giving main-character energy. It’s loud, messy, and principled. This wins loyalty with people who keep receipts for more than an accidental product purchase.
But there’s a catch—global consistency. Being radical in London but mute in Melbourne? That’s not going to wash, however good the product is. In 2025, everything is a screenshot away. Audiences expect values to travel across borders; indeed, this is where the real bravery lies.
Consumers don’t demand perfect brands, just gutsy ones. Purpose and profit can go hand in hand. More ‘product-as-activism’ is one way Lush can grow its market share and its street cred. It could be an evolution into Lush as Town Square—an in-person alternative to the digital hellscape that X has become. Imagine grabbing some scents and a face mask, then sticking around for a climate forum, or talking Treaty while you sample soap. These moments would not be there to diminish the gravity or scale of the issue, but to bring them to as wide an audience as possible. And Lush has one asset that bests most anyone on the high street—a team of staff that think, look, act, and smell like the parts of today’s Australia that loves Lush. And Lush loves back.
But credibility means making your activism truly global. So what would drive that? It could be activism beginning at home. Get that book fully open, ingredients, sourcing, labour, and change the game industry-wide forever.
A final, but important, part of the Lush story is its continuing independence. Whatever you think of the decisions they take, their ability to make those decisions is almost entirely down to their ownership model. The same can be seen across the agency landscape at the moment, with hold co agencies holding their breath, and independents better placed than ever to deliver the best values-led work, risk, and all.
Jacopo Pesavento
CEO, Branding Records
Lush has never played it safe. From anti-animal testing campaigns to packaging-free products, activism isn’t a marketing add-on; it’s the brand’s DNA. That’s precisely what keeps its cult following loyal, even as it courts controversy.
Research shows consumers increasingly expect brands to take positions on social issues, and when that activism is authentic and tied to the product, as Lush’s is, it builds deep trust and differentiation. Like Patagonia or Ben & Jerry’s, Lush’s stances make it more than a soap brand; they turn it into a movement.
The path forward is not to dilute its voice, but to professionalise it. Lush needs to treat activism like a business unit: select a few core causes, link them directly to product and performance metrics, localise execution by market, and create governance systems to avoid careless missteps. Just as importantly, it must measure both business outcomes such as loyalty, repurchase and lifetime value, and societal outcomes such as policy impact and funds raised, to prove activism is more than PR.
Looking ahead, Lush’s future will be defined by whether it can turn activism into an unstoppable
growth engine rather than a series of headlines. The opportunity lies in owning the moral high ground while making it irresistibly experiential. Imagine stores not just as shops but as immersive spaces for education, advocacy, and ritualised self-care. Imagine limited-edition products tied to measurable social impact or collaborations that turn activism into a cultural moment.
The brand that taught the world that soap could have a conscience can now show that conscience
can be thrilling, aspirational, and profitable. If it hesitates, it risks being a moral relic. If it leaps, it defines what it means to be a socially conscious brand in 2030.
Amber Groves
Creative strategy director at Weave
Lush has always been a brand that walks the talk. In an era where being ‘ethical’ is often just a reporting requirement, Lush goes one step further. Their decision to close all UK stores, factories, and their website in protest over the crisis in Gaza is consistent with their long track record of putting purpose over profit.
It’s a move that’s bold, brave… and increasingly rare.
In a retail landscape gripped by brand boycotts, Lush’s actions feel refreshing and smart. This is a brand that knows what its audience values, wants, and worries about, and staying aligned with their community’s beliefs is the most valuable tool in their marketing toolbox.
Of course, the sceptic could ask whether closing for a day (at a loss of £300k) is performative… a calculated gesture with the price tag of a modest marketing campaign. But Lush’s long-standing commitment to causes gives them credibility in this space. And when paired with their other fundraising efforts (like their Watermelon Slice soap), it’s obvious that Lush is more than just bath bombs with a side of brand bravery… it’s their core beliefs baked into their business model.
The challenge ahead lies in maintaining that trust, and consumer alignment, while continuing to grow and evolve alongside their audience and cultural shifts. As others race to monetise influence and sell aspiration, Lush will hopefully continue to carve out their distinctive definition of beauty, one that doesn’t feed into flaw-based fear, but into empathy, and more importantly, action.
David Ko
Head of AI, Ruder Finn Asia
Lush’s unapologetic activism is both its superpower and its live wire. By shutting stores for Gaza and standing with trans rights, Lush is sending a clear signal that they care more about people and the planet than quarterly spreadsheets. That gutsy stance will engender huge loyalty among Gen Z and Gen Alpha shoppers who crave authenticity. The downside is pushback or boycotts from other segments, maybe even lost sales in less progressive markets. For a generation of young people who do not feel their voices are heard by those in power, Lush’s sacrifice of a full day’s business revenue speaks volumes, even if the cynical will say this is just a ploy. Brands that take real risks win real devotion though, so long-term consistency will prove if Lush’s strategy outlasts trends.
Lush has managed to weave ethics into every aspect of their business, from sourcing and eco-packaging to staff policies and bold window statements. That may not be enough because in the competitive beauty space, passion needs to pair with innovation. Lush should continue to go all-in with its purpose strategy by leaning into product experiences that make activism tangible (charity bombs, limited editions tied to causes). Shelf space is valuable, but can also double as a canvas for digital in-store storytelling that turns every shop into a mini-museum of purpose. They should expand collaboration with influencers and NGOs to amplify reach, but exercise utmost caution in who they partner with. Keep the flywheel spinning with ethics and buzz feeding and building on each other.
Lush has the runway to be the Patagonia of personal care, so they should dial up innovation and lean into meaning-making. For example, they can deploy blockchain technology for ingredient tracking to achieve full supply chain transparency. They can pivot their pop-ups and immersive campaigns into global activist events that turn shoppers into participants. They can own the space of being a Voice for the Voiceless, championing underrepresented causes and bring marginalised communities into the spotlight as brand partners.
In other words, Lush has potential to own the digital town square, where the like-minded convene to co-create. Lush has proven they have the courage to speak up, sacrifice profits, and risk blowback to take a stand. In our commercially driven world today where Gen Z feels capitalism has failed them, Lush might just find heartspace as a commercial enterprise that speaks truth to power.
Laura Kantor
Founder, Climate Club
It’s a funny time in the world right now. It’s easier to say nothing than to take a stand, which is why Lush’s position really matters. As Ben Cohen from Ben & Jerry’s said when he recently stepped away, "if you can’t live your values inside a company, you have to carry them forward somewhere else." Lush is clearly choosing to keep living its values out loud.
When others stay quiet, Lush is taking a stand, and while that may cost them some sales now, it could earn them lasting loyalty later. The real test of values is what you do when things get hard. In the long run, people remember who stood for something when it wasn’t easy, and that’s where true loyalty comes from.
Purpose and profit don’t have to compete. When values are baked into the business model, from sourcing and supply chain decisions to the way products are brought to market, they can drive growth rather than hold it back. That’s how Lush can grow commercially while staying true to what it believes in.
Lush has an opportunity to show what modern activism in retail really looks like—not just bold statements, but tangible action customers can see and feel. The future of activism in retail isn’t about louder statements, it’s about visible action that customers can touch, feel, and be part of.
There’s space for Lush to lead in refillable and circular packaging, and to push harder on traceability and transparency so people know exactly what they’re supporting when they buy. The next step is connecting that activism with experience, using digital and community to bring customers into the story, not just sell them products. That’s where loyalty and growth will come from.
Brian Walker
Founder and chair, Retail Doctor Group
Lush’s activist identity strongly aligns with generational shifts in consumer values. Retail Doctor Group Research shows Gen Z and Millennials consistently rank sustainability among their top priorities when making career and purchase decisions (Deloitte Insights). This suggests Lush’s vocal positions on animal welfare, overconsumption, and environmental causes resonate deeply with these audiences. However, activism is not without risk. As Edelman reports, many consumers expect brands to take clear stances, but in polarised contexts, that can alienate segments of the broader market. For Lush, credibility and consistency are essential. If it avoids performative activism and continues embedding values into products and business models, its activist DNA can secure loyalty and drive long-term differentiation—even if it narrows mainstream appeal.
Lush’s challenge is not to tone down activism, but to operationalise it as a growth driver. Consumers increasingly buy from sustainable brands: products marketed as sustainable already make up nearly 24% of U.S. CPG sales and accounted for 41% of growth from 2013 to 2024. To capture this momentum, Lush can: Position activism as part of the functional product value rather than a separate narrative—showing how sustainability enhances product performance, wellness benefits, and total cost savings over time. By aligning purpose with practical benefits, Lush can both stay true to its values and expand market share in a crowded beauty landscape.
The outlook for Lush is positive if it leverages the strong demand for purpose-driven brands. Seventy-three per cent of Gen Z say they’re willing to pay more for sustainable products, and 62% prefer to buy from sustainable brands. At the same time, affordability, convenience, and proof remain barriers. If Lush can innovate in both product and experience while remaining credible and affordable, it has the opportunity to strengthen its leadership among socially conscious consumers and stand out in the evolving retail landscape.
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