Popular cosmetics retailer Lush is facing a fierce backlash and boycott threats from customers in Australia after staff distributed flyers urging shoppers not to celebrate Australia Day on January 26.
Campaign Flyer Sparks Customer Outrage
The controversy erupted when a shopper shared a photo of a leaflet an employee had placed in her bag during a purchase at her local store. The flyer, designed in the red, yellow, and black colours of the Aboriginal flag, carried a clear message: 'Australia Day on January 26 is not a date to celebrate.'
The campaign is a collaboration between Lush and the Aboriginal-led social enterprise Clothing The Gaps. As part of the initiative, customers are invited to sign an in-store petition calling on Prime Minister Anthony Albanese to acknowledge that the national day is not one of celebration for Aboriginal and Torres Strait Islander peoples.
'Force-Fed' Opinions Prompt Boycott Vows
The customer who received the flyer accused Lush of imposing its views on shoppers. In a social media post, she stated she would reconsider future purchases, writing: 'One thing I can't stand is being force-fed an opinion.' She explained her family immigrated to Australia and they celebrate the day for the life the country enabled them to build.
'Maybe Lush should stick to selling bath products and leave their opinions to themselves,' she concluded, affirming she would not sign the petition.
Her post ignited a heated debate online. Many commenters agreed Australia Day should be celebrated, with one calling it 'a day to be proud of living in such a beautiful country.' Others criticised the retailer's origins, noting ironically that Lush was founded in England.
Defence of Activism and Forthcoming Product Launch
However, not all responses were critical of Lush. Some defended the brand's long history of activism, describing the original post as 'dramatic' and 'rage bait.' One person pointed out that shopping at Lush was a choice, given its well-known stance on various human rights and political issues.
Amid the furore, Lush is preparing to launch a special product linked to the campaign. On January 8, the retailer will release an 'Always Will Be' soap, made with natural ingredients ethically sourced from First Nations suppliers.
Seventy-five percent of the proceeds from each soap sale will be donated to Clothing The Gaps to fund education and advocacy campaigns benefiting Aboriginal communities.
The incident highlights the growing trend of corporate activism and the polarising debate surrounding Australia Day, which marks the anniversary of the First Fleet's arrival in 1788. For many Indigenous Australians, the date represents the beginning of colonisation and dispossession.
Daily Mail has approached Lush for comment regarding the customer reaction to its campaign.
