Lush founder proudly embraces ‘woke’ label, tells critics not to shop with him
Lush, the British cosmetics retailer, has long supported LGBTQ+ rights, environmental causes, and other progressive issues.
Mark Constantine, co-founder and CEO of British cosmetics brand Lush, has doubled down on his activist reputation—and made no bones about it. In a recent interview with the BBC, the veteran entrepreneur said he is proud to be called “woke”, a term often wielded as a pejorative against social-justice-minded individuals, and he urged those who disagree with his politics not to step foot in his stores.
Lush, which was founded in 1994 and now operates hundreds of stores worldwide, has become as well known for its political stances as its handmade vegan soaps and bath bombs. The company has long supported LGBTQ+ rights, environmental causes, and other progressive issues. This year, it reaffirmed that commitment by launching campaigns with trans-led organisations and severing ties with events it felt did not uphold inclusive practices.
Constantine’s remarks come amid a broader backlash against diversity, equity and inclusion policies in the business world, particularly in the United States, where corporations are under pressure to scale back such initiatives. He made it clear that Lush will not follow that retreat. Instead, he said being compassionate and active on social issues is central to his company’s identity. “I like being woke”, he told the BBC, and added that anyone opposed to these values “shouldn’t come in my shop.”
This uncompromising stance has stirred conversation beyond the cosmetics world. Some see Constantine’s approach as a rare example of corporate leadership grounded in principle, while others criticise it as divisive for a global consumer brand. Whatever one’s view, Lush’s bold messaging reflects a growing debate over the role businesses play in social and political discourse — and how far they should go in standing up for their beliefs.
