Overview

• Lush Cosmetics distributed a 24-page leaflet on transgender issues, created with TransActual, at store-hosted birthday events for children as young as seven.
• The booklet, intended for till-point displays, was mistakenly included in party bags, prompting criticism from parents over its content and suitability for children.
• The leaflet claims a global media conspiracy against transgender people, compares U.S. policies to Nazi-era persecution, and asserts that puberty blockers have no major side effects, a claim contradicted by the Cass Review.
• Lush has apologized for the error, clarified that the materials were never meant for children, and updated staff guidance to prevent future distribution mishaps.
• The incident has reignited debates over corporate activism, child safeguarding, and the accuracy of medical and cultural narratives on gender identity.