Lush’s latest campaign explores how cosmetics have the power to rewild your routine and the planet. As the demand for cosmetic products increases, the result is a growing pressure on our planet’s land and the wildlife that it inhabits. Lush’s ‘Rewild your Routine’ campaign aims to address how the beauty industry is in a position to pivot toward protecting and enhancing biodiversity through its supply chains and how customers can make informed choices that benefit the planet.
“Because of the amount of oils, butters, essences, fragrance materials, flowers and herbs traditionally used in cosmetics, the beauty industry is in a prime position to create a supply chain that works with life and not against it," says Ruth Andrade, Lush's Earthcare Strategy Lead. "From creating opportunities for livelihoods on the buffer zones of protected landscapes as alternatives to poaching and deforestation, buying salt from salt pans involved in bird conservation to producing ylang ylang oil in agroforestry systems, every natural or naturally derived material we source has the potential to be regenerative.”
Lush spends over AUD $169 million on purchasing raw materials from communities and suppliers in 80 different countries. With this purchasing power comes the opportunity to invest in regions and organisations that can create positive impacts in their areas. Lush’s aim in buying is to go beyond being ‘sustainable’, or actively doing no harm, and towards contributing to the healthy functioning of living ecosystems. Lush has built this into their ingredients Buying strategy.
Over the years, Lush has conducted research to consider key biodiversity habitats and bird migration zones to explore investing in the people and communities who are protecting and restoring these areas. This has led to the creation of ‘Sourcing Hubs’, where Lush supports local communities in the creation of local entities, to demonstrate how to grow ingredients in ways that are biodiversity friendly and, often, regenerative.
One example of this is a 44-acre plot of land in southeast Lebanon, where Lush established a small bitter orange orchard as an example of how the neroli blossom could be grown in an organic and biodiverse way, in an area that is also a bird migration route.
It is now a no-hunt zone, in order to protect migratory birds from being hunted. Lush funded and supported the planting of over 13,000 trees, and the creation of natural water harvesting structures, like lakes, to promote water for wildlife and to heal the hydrological cycle. The neroli oil from this source can be found in a number of lush products including, Salty body spray, Orange Blossom perfume, and Wig hair trainer. These Sourcing Hubs showcase how it’s possible to have good business practices while also promoting biodiversity, and the livelihoods of local people.
Here are just some of the Lush products and ingredients that support the wild:
Lush Big Shampoo
Protects: Flamingos
Ingredient: Portugese and Croatian Salt
Volumising for the hair and cleansing for the skin, Lush’s sea salt helps birds find a place to rest, nest and feed. Sea birds love salt pans and our suppliers in Croatia and Portugal make sure migrating birds have a safe and friendly place to stop over.
Lush Massage Bars - Charity Pot Coin
Protects: Pygmy Hippos
Ingredient: Sierra Leone Cocoa Butter
The source of the organic, Fair Trade cocoa butter in Charity Pot Coin (and a mix in all massage bars) is from communities living on the edge of the biodiversity-rich Gola Rainforest in Sierra Leone. Lush’s supplier supports farmers in protecting and conserving the forest - home of the pygmy hippo. We encourage farmers to stop deforestation and encroachment on wild land - instead growing in biodiversity friendly ways.
Lush Soap
Protects: Turtles
Ingredient: Organic Coconut Oil
The Organic Coconut Oil in Lush’s in-house soap base comes from Simeulue in Indonesia. Lush’s supplier works with over 500 farmers to grow and harvest coconut sustainably. They also protect marine life habitats, like marine turtle nesting sites.
Good Karma Shower Gel
Protects: Orangutans
Ingredient: Dark Sumatran Patchouli Oil
Happy showers for orangutan habitats. With a rich, earthy scent, Lush’s Dark Sumatran Patchouli oil protects a threatened patch of rainforest. Lush’s supplier educates and works with farmers to grow and process this special plant in ways that are in harmony with one of the last wild homes of the Orangutans.