Many business leaders shy away from being labeled woke. Some even see it as an insult. Mark Constantine, the co founder and chief executive of Lush, feels the opposite. He openly embraces the term and has built his entire company around those values.
Lush is widely known for mixing activism with its colorful bath bombs. Over the years, the brand has taken strong public positions on issues such as trans rights, police accountability, and humanitarian crises. These choices are not side campaigns. They sit at the heart of the business.
At 73, Constantine continues to guide the company using the same principles that shaped it from the start. What began as a small shop in Dorset has grown into a global brand with 869 stores and yearly revenue of 690 million pounds. Despite this scale, the company has not softened its stance to please everyone.
Lush has often taken actions that many retailers would avoid. It stepped away from several social media platforms due to concerns about their effects on young people. More recently, the company closed its stores for a full day to protest against starvation in Gaza. These moves drew attention, but they also reinforced the brand’s identity.
Constantine describes himself as a nerd who loves learning. His mornings begin early, filled with meditation, posture practice, and writing about birdsong. Still, his message to critics of his values is direct. If you oppose what Lush stands for, he says, the shop may not be for you.
