In an era when many businesses shy away from political and cultural debates, Lush co-founder Mark Constantine proudly wears the “woke” label as a badge of honour. The 73-year-old, self-described “over-achiever and a nerd,” has steered the bath bomb empire with the same principles that have defined its three decades on the High Street, expanding from a small Dorset store into a global brand with 869 outlets and an annual turnover of £690m.
Lush is renowned for putting activism at the heart of its business, tackling a range of issues from trans rights to police accountability. The company has taken some of the boldest stances in British retail, including shutting down social media accounts over concerns about the impact on young people and closing stores for a day to protest against starvation in Gaza.
“I like being woke,” admits Constantine, who is up before dawn for his main passion – writing about birdsong – in between meditation and Alexander technique sessions. His message to those who openly resent his values is clear: “You shouldn’t come in my shop.”
While some business leaders have suggested that a rise in employer National Insurance contributions and the minimum wage could result in hiring freezes, Constantine views it differently. “It’s good news for everyone and it’s good for the economy because you’ve got more money coming into the economy at the biggest point,” he says. “I’m delighted to pay the extra money to get the staff up to a proper level, and I think we should celebrate that.”
However, Lush’s pay record is not without blemish. In 2020, the company admitted to underpaying its Australian workers more than $4m over nearly a decade, and faced claims of poor working conditions at its Australian factory. The company says it has since addressed these concerns and paid the owed money.
Despite these issues, Constantine remains bullish about the future of brick-and-mortar shopping, believing that modern retailing would benefit from a return to the old-fashioned values that once defined British retail, such as innovation and kindness. “I like to serve. I like the Jeeves kind of feeling,” he says with a grin.
As Lush prepares for the busy Christmas period, which Constantine describes as “very like war,” the company’s commitment to its values and activism remains unwavering, setting it apart in an industry often wary of taking a stand.