After pulling out of Download Festival, the brand has received praise for standing up for what it believes in
BY VEE WILSON, IMAGE BY GETTY
The LGBTQIA+ community has long faced discrimination, and transgender people have been the latest in the firing line. With transgender rights now at the forefront of activism, the role of corporate allyship has become more important than ever, and many brands are speaking out. It’s essential that companies move beyond performative gestures and instead take meaningful action – empty statements and rainbow logos just aren’t enough. Lush is one brand that is leading the way in demonstrating what genuine, values-driven support looks like.
Meaningful allyship is especially crucial in today’s hostile political climate, as trans people face more and more attacks not just socially, but legislatively – both in the UK and abroad. Over in America earlier this year, Donald Trump signed his executive order banning trans women athletes from women’s sports. But the UK, too, has taken alarming steps toward encouraging discrimination. We’ve seen the NHS recommend banning puberty blockers for trans youth, guided by Dr. Hilary Cass’s independent review, and evidence suggests that at least 11% of trans people are being refused hormone replacement therapy by GPs. Most recently, the Supreme Court ruled that the word “woman” should be defined in terms of biological sex in the Equality Act 2010, a move that seriously threatens the safety of all trans people, but trans women especially. The guidance is widely criticised by LGBTQIA+ advocacy groups for undermining trans people’s right to access public spaces safely.
Download Festival was recently at the centre of controversy, as a screenshot of an email that circulated online showed that they intended to follow the new guidance from the Supreme Court at the event. “We will be following the interim guidance issued by the Equalities and Human Rights Commission (EHRC) on 25 April 2025,” the email read. The festival, which is due to go ahead later this month at Donington Park in Leicestershire, had originally collaborated with Lush on a box of goodies which included a bath bomb, body spray, and soap. Now, however, Lush has reportedly ended its partnership, seemingly removing the respective pages for the products on their online store and website. A Lush representative appears to confirm this in an email shared by the trans rights group, Strive, on Bluesky, which reads: “We are terminating our collaboration with this event, so will no longer be participating.”
While Download Festival has since clarified that there will be gender neutral toilets at the event in a statement on X, Lush’s actions demonstrate the company’s dedication to doing what’s right and sticking to its word. And this isn’t the first time that Lush has shown an allegiance to the trans community, as earlier this year, they released the “Liberation” bath bomb. This is a “Giving Product” which means that 75% of sales are donated to various organisations that are advocating for trans rights and supporting the community. Considering how rainbow capitalism is so deeply entrenched in our society, especially during Pride month, it’s refreshing to see brands genuinely prioritise community over profit.
Lush’s decision to withdraw from its partnership with Download Festival highlights the impact that companies can have when they take a stand for LGBTQIA+ rights. True allyship means not just aligning company values, but also actions, with the needs of the communities they claim to support – something that is in increasing demand from consumers. As some corporations continue to profit from queer identities during Pride season, it’s crucial they also show up when it counts. Lush sets a powerful example of how brands can lead with integrity and care.
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