LUSH introduces elephant-inspired products to fund 52,000-hectare African forest elephant wildlife corridor
The elephant, an iconic keystone species, symbolizes this focused charitable mission.
CAMEROON – Lush is set to launch Elephant Jelly, a shower jelly product, globally in shops and online on World Kindness Day, November 13, 2025.
This release is part of Lush’s Keystone Giving program, which targets keystone species, those that play a critical role in maintaining ecological communities and biodiversity.
The Elephant Jelly launch supports the conservation and restoration of 52,000 hectares of vital rainforest in Cameroon, creating an essential wildlife corridor for the endangered African forest elephant and other threatened mammals.
75% of the sales price (excluding tax) from Elephant Jelly will directly fund Working For The Wild, an organization partnering with the African Conservation Foundation and the Environment and Rural Development Foundation.
These groups address critical conservation challenges, including biodiversity protection, mitigating human-wildlife conflicts, and fostering sustainable community enterprises.
This collaboration helps support eight community-run businesses, providing alternative livelihoods and encouraging long-term stewardship of Cameroon’s natural habitats.
Mark Constantine, Lush’s Co-Founder and CEO, stated, “When thinking about the future of giving, I want to land single, impactful messages that everyone understands and everyone can get behind.”
According to Lush, the product itself is formulated to nurture the skin, featuring softening carrageenan and vegan glycerine for a hydrating wash.
Lush, a beauty company known for its campaigning heart, aims to revolutionize cosmetics to help save the planet and leave the world “Lusher than we found it.”
By August 2024, Lush had donated over £100 million to grassroots organizations since 2007.
In the fiscal year 2023, it contributed nearly 1% of its turnover to support grassroots groups effecting tangible positive change.
The Keystone Giving product line represents a new era of focused giving, complementing ongoing biannual prizes and continuous support for human rights, social justice, animal rights, and environmental protection.
Lush operates in 50 countries, with over 850 shops, 38 global websites, and a vast network of native apps and digital communities across more than 30 languages, ensuring broad reach and engagement with its environmental and social campaigns.
Meanwhile, Lush Cosmetics recently took a strong and unprecedented stance by closing all its UK and Ireland stores, factories, and online operations in protest against the humanitarian crisis in Gaza.
The closures occurred on September 3, 2025, in the UK and on September 4, 2025, in Ireland, with shop windows and the website displaying the message: “STOP STARVING GAZA – WE ARE CLOSED IN SOLIDARITY.”
This move is a direct protest against the Israeli government’s blockade preventing urgent humanitarian aid from reaching Gaza, which has led to starvation and suffering among the population there.
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