Beauty with purpose, does more than merely support skin. It can also spark conversation, amplify voices, and drive meaningful action. And, this January, Lush Australia has done exactly that, joining forces with Aboriginal-owned social enterprise Clothing The Gaps to support the “Not a Date to Celebrate” campaign, shining a light on why 26 January is a day of mourning for Aboriginal and Torres Strait Islander peoples. For those who have long associated Australia Day with celebration, this partnership offers a moment to pause, listen, and learn.
Since its founding in 1995, Lush has built a reputation for championing social justice and human rights, blending ethical beauty with activism. This campaign continues that legacy, providing a platform for First Nations voices and encouraging national truth-telling. Through in-store activations and online initiatives, Australians are invited to engage with the campaign, discover why celebrating 26 January causes harm, and take tangible action by signing the petition—an effort that has already gathered over 80,000 signatures toward a goal of 100,000.
At the heart of this collaboration is a limited-edition creation: the Lush Always Will Be soap. Carefully developed with guidance from Clothing The Gaps, the soap embodies both cultural respect and Lush’s commitment to sustainability. Infused with ethically sourced Dutjahn sandalwood and Tasmanian eucalyptus, this gentle yet fragrant soap serves as a reminder that beauty can extend beyond personal care. Importantly, 75% of the sales price (excluding tax) will go directly to Clothing The Gaps, funding community-led advocacy, education, and cultural programs that support Aboriginal and Torres Strait Islander communities. Each purchase is more than a beauty ritual – it’s a contribution to meaningful change.
Laura Thompson, Gunditjmara woman and CEO of Clothing The Gaps, explains, “For Aboriginal and Torres Strait Islander peoples, 26 January marks the beginning of colonisation and the intergenerational trauma that followed. Continuing to celebrate this date ignores these lived realities and undermines the values of respect, unity, and reconciliation.” By amplifying these voices, Lush and Clothing The Gaps are inviting everyone to join a conversation grounded in truth, respect, and cultural understanding, transforming a simple gesture – like using a soap – into an act of advocacy.
Lush’s Advocacy and Activism Executive, Jessielee Pearce, emphasises the brand’s ongoing mission: “We believe in leaving the world ‘Lusher than we found it.’ Supporting grassroots organisations and amplifying voices on the ground is the most meaningful way to do that. The Always Will Be soap isn’t just a product – it’s a way to educate, spark conversation, and encourage action.” This initiative turns customers from mere observers into active participants, contributing directly to social awareness and change
The Not a Date to Celebrate campaign runs from 19–26 January 2026 and encourages Australians to engage in multiple ways. Beyond purchasing the soap, people can join discussions in Lush stores nationwide and sign the petition calling on Prime Minister Anthony Albanese to formally acknowledge the profound significance of 26 January for First Nations peoples. It’s a reminder that activism and education can intersect seamlessly with everyday life – and even self-care.
Beauty, in this context, becomes an instrument for reflection and solidarity. The Always Will Be soap is gentle on the skin but firm in its message: every choice we make, from what we wear to what we buy, carries weight and meaning. By supporting First Nations-led initiatives, we honour the history and resilience of Aboriginal and Torres Strait Islander peoples while helping to create spaces for respectful dialogue, truth-telling, and lasting social impact.
In a world where brands often speak loudly but act quietly, Lush stands out for turning awareness into action. This collaboration with Clothing The Gaps proves that beauty can be powerful, purposeful, and profoundly human. As we lather our hands in sandalwood and eucalyptus, we are reminded that every small gesture—every purchase, every conversation, every signature – can ripple outward, supporting a more informed, compassionate, and equitable Australia.
With the Always Will Be soap, Lush invites all of us to not only cleanse but also to consider, to engage, and to uplift. It’s a striking example of how beauty, activism, and empathy can come together, proving that even something as everyday as soap can carry the weight of hope, respect, and meaningful change.
