Lush Cosmetics Launches ‘Sign of Love’ Campaign Against LGBT Discrimination In Russia


The cosmetics company Lush has announced a new campaign directly aimed at speaking out against anti-LGBT discrimination in Russia. With the Sochi games set to start on February 7, Lush hopes to keep attention on the country's anti-gay propaganda law that criminalizes the promotion of "non-traditional sexual relations" to minors. The Independent reports:

In its Valentine’s campaign, to be launched tomorrow, Lush’s stores will display signs proclaiming “We believe in Love”. Staff will also encourage customers to paint pink triangles on their bodies as a symbol of support for equal love. Yet the campaign, a response to Russia’s anti-gay legislation, would be at risk of violating the country’s “homosexual propaganda” law if the signs appeared in any of the retailer’s 63 Russian shops…

“Valentine’s Day is the perfect to time to stand up [for] everyone’s right for love. No country, company, or individual can stop love; all they can do is punish people for that love,” said Tamsin Omond, head of Lush campaigns. “To do so – to forbid or criminalise love – is unnatural and cruel, so I am proud that we are standing in solidarity with LGBTQ people and campaigning for equal love.”

Activist Peter Tatchell was quick to point out the disparity between the position taken by Lush and the corporate sponsors of the 2014 Olympics:

Lush’s “proactive stand” contrasts “with the silence and inaction of Winter Olympics sponsors like Coca Cola, McDonald’s and Visa. They have shown great cowardice by refusing to make any public statement criticising Russia’s anti-gay laws and the escalating levels of homophobic violence in Russia.”

Lush has also taken to social media site Pinterest, calling on people to upload photos of themselves marked with the sign of love to show support for LGBT people in Russia and to sign a petition started by LGBT rights organization All Out that "urge[s] leaders around the world and within Russia to work to eliminate all anti-gay laws and protect all citizens from violence and discrimination in Russia."

Photo via Pinterest.


  1. Evan says

    I love this company and I am so happy they are doing this. I am looking forward in participating in this.

  2. I'm layla miller i know stuff says

    The Living Room Mysteries (
    “Coming-Out” Narrative Archetype

    As a genre, the coming- out narrative archetype provides a classic forum for the debate of Masculine and Feminine Values. Coming-out storyline is about survival, making good on potential, as much as personal enlightenment and wholeness with the self.

    In the story the Masculine Gay Man sifts through his cultures’ definition of what makes a man a masculine, and what makes a man a “queer,””faggot”, “fairy”, “femme”

    Deeply affected and inspired by his Feminine Gay Lover, the Masculine Gay Man invariably ends up rebelliously fighting against the abusive attitudes of Anti-Femininity. All this arrives towards an absolution regarding the wholeness of masculine and feminine values.

    In this narrative archetype, Feminine and Masculine heroes do approach the status of comrades-in-arms. At the same time, they are both initiator and initiated in terms of merging within their union.

  3. Alanna says

    I am very disappointed in LUSH for doing this. They were such a great company until now. Homosexuality, bi sexual, etc is against God. I will never shop with LUSH again.

  4. Morv says

    Alanna it’s fine if you don’t agree with them, but Lush respects everyone, they aren’t a religious so why would they put out religious views?

  5. lenn says

    Alanna, I’m so sad you feel that way, I will endeavour to spend much more money in Lush now to make up for the shortfall that your boycott will create. I hope their profits soar.