The Best Campaign Lush Has Ever Done? #GayIsOK (In Fact, Gay Is More Than OK…)

Millions of men and women across the globe live in fear or abuse, persecution or imprisonment simply because of their sexuality. In 76 countries around the world, it is a crime to be gay. In 10 of those, being gay could cost you your life. In fact, there is no country in the world where lesbian, gay, bisexual and transgender people have full equality. Only this weekend was gay marriage officially legalised in all 50 American states, showing how much of a topical issue this remains even in 2015; it’s incomprehensible that men and women aren’t free to express their sexuality in the way they deem fit, or marry the one they love – regardless of gender. As someone who has grown up surrounded by gay, lesbian and bisexual friends, I’ve seen the anguish that can surface when coming to terms with ones sexuality; imagine how much harder that is when it’s not even legal to love in the way you want to? In celebration of the worldwide Pride festival, Lush have created this beautiful soap bar to tell the world that Gay Is Ok. In my opinion gay is more than ok – gay just is. It’s not a choice, not a conscious decision or a lifestyle; it’s just as normal as a blonde vs brunette.

The soap is pretty simple, featuring the hydrating benefits of coconut oil and the citrus scents of lemon, and so is the message. “We believe that the freedom to love whomever you choose should be a fundamental component of basic human rights. Love is a way for people to express who they are and be themselves, and shouldn’t come with a risk of persecution or death. Right now, hundreds of millions of dollars go to fight for equality in the United States each year. However, less than $1 is spent in Africa for every $10 spent in the U.S. All around the world, we see that the communities facing the toughest fights have the fewest dollars to fight back against powerful and well-resourced governments, religious and media institutions. These are the communities that need our support the most. Globally, there have been many successes… But in that moment we also need to say: no one should be left behind in the movement towards equality.”

Lush have never been a brand to be quiet; they’ve always stood up for what they believe in and used their power to raise awareness for important campaigns. Although they’re no stranger to controversy, this time around I can’t praise them enough for fighting such an important corner. Seeing the photo of two gay men in their 80’s marry in the state of Texas (they’ve been together for over 50 years) brought a tear to my eye, as did the thought of the huge number of men and women who haven’t been able to do the same. Although a little soap bar can’t change the world, it can encourage conversation and promote acceptable through the universal language of beauty; the golden sparkles are just a little added extra…

All proceeds from the #GayIsOk soap (£4.00) will go to support grassroots LGBT
equality groups all over the world; Lush encourages all of its
customers to show their support by using the hashtag. 

Features PR samples unless otherwise stated. To read my full disclaimer, click here.  




  1. Charlëy
    June 29, 2015 / 4:36 pm

    I agree with this it's great that lush is sending out the message

  2. Zoe
    June 29, 2015 / 4:58 pm

    I love this idea so much, it's a great cause that they're backing! And the soap looks great too! Might have to pop to lush and nab one to show my support.Zoe xx

  3. Rosie
    June 29, 2015 / 5:37 pm

    LUSH is one of my favourite brands, alongside their products, I love that they stand up for issues like this. To me, it seems so weird that it's only just been legalised across all of the U.S. Like you say, gay just is. I like the idea that one day, 'gay marriage' won't be a term we use, it will simply be 'marriage'.

  4. Francesca
    June 29, 2015 / 5:58 pm

    Absolutely brilliant campaign and could not agree more with your "gay just is" statement. It really is so hard to believe that in this day and age there are still countries that consider homosexuality to be a crime! xxFran's Beauty Blog.

  5. glenka
    June 30, 2015 / 7:38 pm

    This is a good way to get the message across that there is nothing to be ashamed of and that everybody has the right to be who they want to be and be who they want to be with and not be judged for it, it is shocking just how much discrimination there is in this world even in this day and age.

  6. Anca
    July 1, 2015 / 6:57 am

    The picture of the two old gay men getting married made me emotional too. I'm so happy things are changing.

  7. Megan Lillie
    July 1, 2015 / 8:34 am

    Absolutely love this campaign! Seeing it everywhere has made me incredibly happy. Growing up with gay family & friends I still can't imagine their struggle with some things & seeing brands like Lush celebrating homosexuality as a norm is fantastic.Megan xoThumbelina Lillie | UK Beauty & Fashion Blog

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