British beauty retailer ​Lush Cosmetics has launched a new campaign in support of trans rights in partnership with UK organisations TransActual and My Genderation.

Running from April 23 to May 11, the campaign will feature eye-catching window displays across all UK Lush stores, which will be selling the new “Liberation” bath bomb in the colours of the trans flag. 75% of proceeds from the bath bomb, which costs £6 (around €7), will go to trans-led groups TransActual and My Genderation.

Moreover, the initiative features free educational booklets titled Dream vs. Reality: Creating a World Where Trans People Are Safe. Created by TransActual, this free resource aims to address increasing hostility towards trans individuals, as well as the rise in transphobic hate crimes and restricted access to gender-affirming healthcare.

The campaign comes at a time when anti-trans sentiments and political action targeting the rights of trans individuals are on the rise. Earlier this month, the UK Supreme Court ruled that the legal definition of ‘woman’ under the Equality Act 2010 does not include trans women who hold gender recognition certificates (GRCs).

The decision caused widespread outrage both in the UK and abroad, with activists condemning the court’s decision and highlighting its real-life repercussions on trans women.

“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,” said Keyne Walker, Strategy Director at TransActual.

“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,” Walker added.

Described as “a thrutopian vision that provides a clear and engaging route from our current reality through to a world we can all be proud of”, the Lush campaign was designed by trans creatives Fox Fisher and Lewis Hancox, founders of My Genderation.

The pair said: “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.”

The initiative coincides with the rolling out of Lush’s Gender Affirming Care policy for all staff across the UK and Ireland. The policy outlines the support available to Lush’s employees at any stage in their transition journey and provides a range of useful tools. It is part of the company’s commitment to “creating a diverse and inclusive working environment and supporting trans, non-binary, and gender diverse employees”.

This campaign marks a stark difference from the company’s action in 2020, when Lush came under fire for donating money to anti-trans groups. At the time, the company released a statement apologising for the incident and explaining that the donations had been a mistake made through the platform Charity Pot.