LUSH renames sakura bath bomb in Japan to protest U.S. rollback of DEI

LUSH, the natural cosmetics retailer, has announced a temporary renaming of three of its popular bath bombs.

This initiative aims to increase the visibility of the terms “Diversity,” “Equity,” and “Inclusion” in the Japanese market.

The UK-based company will change the names of three products in Japan and a number of other markets, including the United States, as a direct response to the rollback of Diversity, Equity, and Inclusion (DE&I) programs within the United States federal government and a broader trend of reduced DE&I emphasis in some U.S. companies.

The three bath bombs will receive new DEI themed names

The three bath bombs undergoing the name change are “Thermal Waves”, “Sakura Diary” and “American Cream Bomb,” which will be sold under new names for an as-yet-undetermined limited period.

The rebranded bath bombs retain their original scents and properties but will be branded with new names:

“Diversity” (formerly “Thermal Waves”)

Priced at ¥1,180 (tax included), this bath bomb features colorful swirls and a blend of Champaka Absolute (caramel-like floral scent) and Organic Sweet Orange Oil (bright, slightly tart scent), emphasizing the value of individual differences.

“Equity” (formerly “Sakura Diary”)

Available for ¥850 (tax included), this cherry blossom-inspired bath bomb combines Mimosa and jasmine extracts with lemon oil and orange flower extract to create a gentle floral fragrance, symbolizing fairness and moving forward together.

“Inclusion” (formerly “American Cream Bomb”)

Also priced at ¥850 (tax included), this star-studded bath bomb shares the popular strawberry milkshake-like scent of LUSH’s “American Cream” product line and contains vanilla fruit extract, benzoin extract, and lavender oil, highlighting the recognition of the worth and dignity of every individual.

These renamed products will gradually become available in LUSH’s 78 stores across Japan and its official online store from early May, coinciding with the depletion of existing stock bearing the original names.

LUSH opened their 78th Japanese store in Tokorozawa in September 2024

This decision by LUSH is rooted in concerns over recent developments in the United States, including the implementation of laws such as Florida’s “Don’t Say Gay” law in 2022, which restricts discussions on sexual orientation and gender identity in schools.

More significantly, a new presidential order encouraging the suspension of DE&I programs in federal agencies and the closure of DE&I departments has had a wider impact, prompting some US companies to voluntarily curtail or eliminate their own DE&I initiatives.

Reports also indicate that some companies have begun removing language related to commitments to racial and LGBTQ+ equality, including references to transgender rights, from their public-facing online platforms.

In this context, LUSH, which has a long-standing history as a campaigning company advocating for various social justice issues, including LGBTQ+ rights and the legalization of same-sex marriage in Japan since 2012, has expressed concern that the crucial vocabulary of diversity, equity, and inclusion may fade from public discourse.

LUSH added rainbow stripes to their Shinjuku store in 2022 in support of same-sex marriage in Japan

To counteract this perceived trend and further amplify the visibility of these principles, LUSH initially implemented the temporary name changes in late January 2025 at approximately 200 stores in the United States and its official US online store.

The decision to extend this initiative to its global operations, including Japan, underscores the company’s commitment to these values on an international scale.

LUSH has a documented history of proactive engagement with DE&I initiatives.

In October 2020 of the same year, LUSH Japan undertook a comprehensive review of its approximately 600 product names, resulting in the renaming of 11 products that were identified as potentially lacking a diverse and inclusive perspective.

The brand prides itself on offering products that serve a diverse range of customers including afro hair care products

The temporary renaming of these bath bombs is intended to serve as a concise and clear statement of LUSH’s on-going commitment to DE&I policies and programs, aiming not only to keep these important terms visible but also to spark conversation and reflection on their fundamental meaning at what the company considers a critical juncture for these principles.

Responses by Japanese fans have been broadly supportive, although some fear that LUSH may see sales decrease due to their stance.

“I’m a bit worried because in any industry, sales drop when DEI is promoted 😱”

Others have expressed their disappointment that this initiative involves the renaming of existing products rather than the release of new products.

“I wish they had done it with a new bath bomb instead of the existing standard one. Don’t change your name now 😠”

The temporary renaming of these popular products is a bold statement from the company, but it is in line with their values and their aim to keep the conversation around diversity, equity, and inclusion alive and relevant in the Japanese market.

Source: PR Times