#12 – Lush: Ethical Beauty

Illustrated Purpose Statements From Around the World

“To live the world lusher than we found it”

by LUSH 🌱 the British cosmetics producer and retailer founded in 1995 by trichologist Mark Constantine and six others.

With 886 stores across 51 countries in 2024, LUSH 🌱 proves that ethical business can scale globally while staying true to its roots. Still privately owned, they show that purpose and profit can go hand in hand.

Their purpose statement has enabled Lush to scale from a small startup to a global ethical beauty powerhouse that continues to stay true to its mission.

Today, they're revolutionizing the beauty industry with their commitment to vegetarian and largely vegan products, spanning everything from their iconic bath bombs to innovative skincare.

What truly sets them apart?

They're not just all about profits. In 2021, they made the bold move to exit major social media platforms, prioritizing their customers' mental health over marketing reach. When crisis struck in Ukraine, the company announced that it would be closing all 15 of its stores in Ukraine due to safety concerns.