Lush HK: What If Your Love Was Illegal?

LUSH and All Out campaign for LGBT equality

It’s the summer of ’69 in New York City, with a cold drink in one hand and a fan in the other, Stacey is about to drop everything and get ready to fight for her life and rights. This is the historic Stonewall Riots. And if you don’t know your history, this landmark fight marked the start of the LGBT Rights Movement. 

It’s the summer of ’15 in Hong Kong, with a phone in one hand and an umbrella in the other, Petra is about is about to step into Lush to pick up her favourite fizzing bath bombs, a Jumping Juniper shampoo bar and to think about the question she’s about to be asked…

‘What if your love was illegal?’

Lush shops in Hong Kong, alongside the other 800+ Lush shops across the globe, are asking their customers this question. But why? Well, it’s part of their #GayIsOk campaign. And because Gay is OK, PLUG thought it was a little more than okay to let you all know about the campaign and ways in which you can get involved between the 25th June and 5th July (2015).

The #GayIsOk campaign will be kicking off with a 24-hour marathon of activities across the globe. Lush are encouraging their customers and supporters to post selfies with the campaign’s fundraising product – a gold soap scented with Lush’s Love fragrance – and who doesn’t love a love fragrance? The campaign aims to reach 10,000,000 people on social media by 5th July with this message. And we want YOU to join in. 

PLUG Magazine is joining the marathon, too. Our running shoes don’t come out often, but when they do, they mean business. Hong Kong’s Lush team will be joining us for the release party of the Artificial Issue (June 25th) and will be bringing their golden messages of love and equality with them. So get your best smile ready for a selfie with the gold Love Soap, and don’t forget the hashtag #GayIsOk.

Like gold dust, we want this message to sprinkle over Hong Kong’s atmosphere and beyond. If you can’t make the release party, then you can hop on the air-conned MTR and pop into your local Lush shop and hunt for the golden nugget of equality yourself. They will be for sale over the campaign period, and priced at only $45 you could pick up a bar for your mum, Michael, Mary and don’t forget about Matt – that cute date you’re taking out for brunch on Sunday!

We love Lush for telling the world they think #GayIsOk, but what about the soap they can’t sell in 100 of their shops across the world because of anti-gay legislation? Because the soap has such a positive affirmation regarding gay rights, it is also not legal in many markets. LGBT equality work, especially in the places where it is most needed, is massively underfunded. By purchasing the aptly named Love Soap, you are supporting grassroots LGBT groups fighting daily for equality all over the world. The #GayIsOk campaign aims to raise around HK$3,500,000 through profits of the soap. About HK$650,000 will be donated outright to All Out ( for their campaigning efforts across the world. The rest will go into a fund and Lush will be inviting LGBT groups to apply for grants, via All Out’s website.

PLUG can’t wait to lather up the golden goodness, and we hope you’ll join in with the shower of support Lush’s and All Out’s campaign deserves.

Remember #GayIsOk. So feel proud, get down to Lush, get your Love Soap and support. It’s that simple.



Hong Kong

  • 24A Granville Road, Tsim Sha Tsui (852) 2723 4282
  • K7A LCX, 3/F Harbour City, Tsim Sha Tsui (852) 3791 2131
  • E4, Central MTR Station, Central (852) 2522 2216
  • Shop 221, 2/F, Phase I, New Town Plaza, Shatin (852) 2602 1266
  • 68 Sai Yeung Choi Street South, Mong Kok (852) 2391 0600
  • Shop 3-7, Shun Hei Causeway Bay Centre, 492 Lockhart Road, CausewayBay (852) 2838 0060
  • Shop C17, Concourse Level, apm, Millennium City 5, Kwun Tong (852) 3915 0630

Macau Shop 

  • 921, Level 3, Shoppes at Venetian, The Venetian Macao (853) 2882 8625


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