In honor of World Pride, 'Lush' will be releasing a limited-edition bar of soap to support LGBT rights and empower community activists. In order to launch the project, Lush is working in conjunction with an LGBT rights organization called 'All Out.'
As of June 25th, Lush is asking all of its customers to support LGBT rights and marriage by purchasing a special bar of soap called 'Love Soap.' Customers are also asked to tag their purchase '#GayIsOk' as a way of publicly acknowledging their support on social media. All of the proceeds from the sale of the Love Soap bars will go towards various LGBT equality groups. The company explains that it hopes the project will raise about $385,000 and ultimately “help to set in motion a movement on social media to tell the world why #GayIsOk.”