LUSH, the global cosmetics retailer founded in 1995, is more than just a beauty brand. It is a beacon of inspiration for millennial and Gen Z consumers who care deeply about the environment and social causes. With a commitment to handmade cosmetics made from fresh fruits, vegetables, essential oils, and safe synthetics, LUSH offers products that are not only luxurious but also 100% vegetarian, with 80% being vegan. And here’s the best part: no part of their products is ever tested on animals.
In a world where the demand for cosmetic products is skyrocketing, our planet’s land and wildlife face growing pressures. But LUSH is determined to make a difference. Their latest campaign, aptly named “Rewild Your Routine,” sets out to show how the beauty industry can pivot toward protecting and enhancing biodiversity through its supply chains. Moreover, it empowers customers to make informed choices that benefit the planet.
Ruth Andrade, LUSH’s Earthcare Strategy Lead, explains the unique opportunity the beauty industry holds: “Because of the abundance of oils, butters, essences, and fragrance materials traditionally used in cosmetics, we have the power to create a supply chain that works with life and not against it.” LUSH believes that every natural or naturally-derived material they source has the potential to be regenerative. From supporting livelihoods in protected landscapes to sourcing from salt pans involved in bird conservation and producing oil in agroforestry systems, LUSH’s commitment to sustainability is truly inspiring.
As a global brand, LUSH invests over NZD$181 million in purchasing raw materials from communities and suppliers across 80 different countries. This purchasing power enables them to support regions and organisations that create positive impacts in their areas. LUSH goes beyond mere sustainability; their goal is to contribute to the healthy functioning of living ecosystems. In New Zealand, Richard Spencer, Creative Buyer for LUSH ANZ, has spearheaded efforts to consider key biodiversity habitats and invest in communities dedicated to protecting and restoring these areas. For example, LUSH has established a bitter orange orchard in south-east Lebanon, working hand in hand with locals to grow neroli blossom in an organic and biodiverse way. Their efforts include funding the planting of over 13,000 trees and creating lakes to promote water for wildlife.
The “Rewild Your Routine” campaign sheds light on the incredible wildlife and habitats protected by LUSH’s buying process. It encourages us to make a conscious choice to boost diversity from our bathrooms by selecting products formulated to make a real impact. Rewilding, as LUSH defines it, is about finding ways to work and live within healthy, flourishing ecosystems. It’s about creating the conditions where nature can heal itself and thrive, while also restoring our relationship with the natural world. By supporting rewilding efforts and nature-based economies, we can play an active role in preserving our planet’s beauty.
LUSH not only leads the beauty industry with their commitment to protecting biodiversity but also combats over-packaging. Their innovative approach includes developing products that can be sold ‘naked’ to consumers, reducing waste and encouraging a more sustainable lifestyle.
So, it’s time to join the rewilding movement! Let’s make a difference in our daily lives by rewilding our routines, starting with our cosmetic choices. LUSH’s inspiring campaign reminds us that by connecting what we do every day to the health of the wild, we can be catalysts for positive change.