Turning away customers isn’t easy for business owners, but Lush co-founder Mark Constantine remains unapologetic. The 73-year-old Brit told the BBC that those who oppose the self-care brand’s activism simply “shouldn’t enter my store.”
He embraces the “woke” label—often a slur for social activists—as a badge of honor. Last month, Lush’s watermelon soap fundraiser for Gazan amputees drew online fury from Zionist groups, sparking boycott calls. Yet supporters flooded in, backing the brand with words and wallets.
Constantine prioritizes authenticity over profits, even citing Ben & Jerry’s struggles. The ice cream company’s founders clashed with former parent Unilever over its Palestine support and social mission. “If you’ve sold your business, don’t expect the new owners to follow your every wish,” he said. “Ben and Jerry should have kept ownership.”
Ben Cohen, one of the co-founders, recently sued new parent Magnum over interference with the brand’s independent social board. Responding to Constantine, Cohen said, “I have huge respect for Lush, their principles, and how they use their strongest asset—their voice—to stand for those values.” He stressed he’s not making demands.
Lush also grabbed headlines in September by shutting UK stores and its website in Gaza solidarity, with window signs reading “STARVE GAZA—WE CLOSED IN SOLIDARITY.” The brand apologized for inconveniencing shoppers but hoped for understanding.
