September 3, 2025, cosmetics giant Lush made headlines after closing every store, factory, and its UK website for a full day. The unusual move wasn’t due to business troubles, but a bold political statement: solidarity with Gaza. By halting all operations, Lush called attention to the humanitarian crisis unfolding in the region, urging the UK government to stop arms sales and recognize the devastating impact of the blockade.
Lush announced the closure as part of a one-day protest to highlight starvation and humanitarian suffering in Gaza. The company’s stores displayed the stark message:
“STOP STARVING GAZA – WE ARE CLOSED IN SOLIDARITY.”
By doing so, the brand turned every high street window and its homepage into a platform for awareness, temporarily sacrificing sales to amplify its stance.
This was not just a symbolic gesture. Lush explicitly linked the shutdown to the UK government’s role in weapons sales and foreign policy, pointing out that customers and businesses indirectly fund such actions through tax revenue.
By closing, Lush not only forfeited a day of profits but also withheld a day’s tax contributions, turning financial sacrifice into a political act.
This is not Lush’s first venture into political campaigns. The brand is well-known for weaving activism into its retail model:
Watermelon Slice Soap Campaign – A product that raised funds for child mental health programs in Palestine, becoming one of the brand’s most successful single-issue products. Previous Causes – From environmental advocacy to anti-animal testing campaigns, Lush consistently uses its retail visibility for political and social statements.
This latest action reinforces its reputation as a retailer that places ethics before earnings.
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