How Lush’s brand purpose is shaping its response to big tech

Lush, the cosmetics retailer, is applying an ethical lens to its use of different tech platforms, just as it does to manufacturing products.

Cosmetics retailer Lush has a purpose-driven mission that shapes both how its products are made and which marketing strategies it uses to reach consumers.

The brand’s offerings – from bath bombs to moisturizer and shampoo bars – are handmade, vegetarian, not tested on animals, utilize ethically-purchased ingredients and, in many cases, feature no packaging to reduce waste.

Just as Lush’s products seek to help people look and feel their best, so the organization is taking deliberate steps to encourage the largest players in the digital world to consider a makeover.

In November 2021, Lush announced it would no longer be...

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