Lush Co-Founder Says Being ‘Woke’ Is Central to the Brand’s Identity

While many business leaders shy away from being labelled “woke,” Lush co-founder and chief executive Mark Constantine says he wears the term with pride and has built his company around it.

The cosmetics brand is widely known for combining colourful bath products with strong social and ethical positions. Over the years, Lush has supported campaigns on issues ranging from human rights and social justice to concerns about policing and online safety.

Now 73, Constantine continues to lead the business using the same values that shaped it over three decades ago. What began as a small shop in Dorset has grown into a global retailer with 869 stores worldwide and an annual turnover of £690 million.

Lush has taken several high-profile decisions that set it apart from much of the retail industry. These include stepping back from certain social media platforms over concerns about their effects on young people, and temporarily closing stores to draw attention to humanitarian issues.

Constantine, who describes himself as a “nerd” with a love of learning, begins his days early with writing, meditation, and personal wellbeing practices. Despite criticism from some quarters, he remains unapologetic about the company’s stance, saying customers who disagree with its values may not feel at home in its shops.

At a time when many brands avoid controversy to protect profits, Constantine argues that staying independent allows Lush to act on its principles without compromise.