AUCKLAND, Today: Lush Cosmetics has teamed up with Gender Minorities Aotearoa, showing support for the trans and gender-diverse community at a time when discrimination and political pressure are on the rise.
The partnership launches the Liberation Bath Bomb, available in-store and online from Wednesday, 10 September. Seventy-five percent of profits will go directly to supporting trans people and their whānau through Gender Minorities Aotearoa.
Ahi Wi-Hongi, Executive Director, Gender Minorities Aotearoa, says, “In 2025, we’re standing on a precipice. The public has learned that trans people exist, and this is the moment in history when we all have to decide whether we’re OK with that.
“Can we allow trans people to have a place in society, to have equal rights, to be our family members, co-workers or neighbours? Will we keep pushing trans people into desperate situations where they need to fight for survival, or is this the moment when we act with mana and aroha and finally end this struggle? We are working to help make the future better than the past.”
Jessielee Pearce, Advocacy and Activism Executive at Lush, says, “We cannot stand by while harmful misinformation about the trans and gender-diverse community goes unchallenged.
“As a company built on campaigning for the things we care about the most, we believe we have a responsibility to provide a platform for truth, education, and empathy.” – Jessielee Pearce
“As a company built on campaigning for the things we care about the most, we believe we have a responsibility to provide a platform for truth, education, and empathy.”
“The most authentic voices in this conversation are those with lived experience, which is why we are honoured to uplift the essential work of Gender Minorities Aotearoa.
“Their expertise and advocacy are crucial in creating a safer, more inclusive Aotearoa for all. This is a fight to ensure gender-diverse people are free from violence, have the right to self-determination of their gender identity, and have equal access to public life, to ultimately end discrimination based on gender identity and expression in Aotearoa,” Pearce says.
Since 1995, Lush has made campaigning a key part of its work, championing human, environmental and animal rights. Initiatives have included educational guides such as ‘How to be a trans ally,’ updated in 2024, along with global in-store campaigns.
This latest collaboration strengthens that legacy, providing real funding and support for the crucial frontline work of Gender Minorities Aotearoa.
Shoppers can get behind the cause by picking up a Liberation Bath Bomb in-store or online from Wednesday, 10 September.
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