Global: Cosmetics brand LUSH expresses commitment to diversity & equality by changing its product’s name, amid widespread corporate policy rollbacks
Personal archive of the interviewee
"DEIは「逆差別」ではない。トランプ政権発足直後にラッシュがバスボムの名前を変えた理由" 11 April 2025
"Unofficial Japanese-to-English translation by Business & Human Rights Resource Centre"
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DEI is an initiative to accept people with diverse backgrounds and values and treat them fairly, and to rectify disparities by proactively hiring people from marginalised groups.
However, Trump viewed DEI as "reverse discrimination" and on his first day in office, he signed an executive order to repeal DEI policies, calling on private companies to do the same.
While various companies and organisations such as Meta are scaling back or eliminating DEI programs, cosmetics brand LUSH changed the names of three bath bombs in North America to Diversity, Equity and Inclusion immediately after the inauguration of the Trump administration, and announced in April that it would make similar changes worldwide, including in Japan.
"As DEI programs were eliminated, not only the initiatives and policies but even the term itself began to disappear from numerous websites. We feared that if the word 'DEI' vanished, minority communities might feel as though their very existence was being erased."Hilary Jones, Ethics Director at LUSH
"Lush is made up of people from all walks of life, including minorities such as staff of different nationalities, races, religions, members of the LGBTQ+ community, vegetarians and vegans, and more. This makes us a stronger, happier and more understanding team," Jones explains.
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We have introduced a program called "Co-Create," in which staff from each culture, religion, country, and region work together with the research and development team to conceive and create products.
Jones says the program has helped them generate new ideas and create products that respect their cultures and traditions.
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Jones says that one of the benefits of diversity is the opportunity to learn about the social issues faced by various communities and minorities around the world—and to work together toward solutions.
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