Recently, Lush held its annual Summit, an event during which media, fans, and staff get a glimpse at what’s coming next from the brand. This year’s theme was activism, a core philosophy for Lush. (Remember the #GayIsOK soap? The profits went to grassroots groups working for equal rights around the world.) Donald Trump‘s recent inauguration has inspired an international outpouring of activism, so Lush has combined the two in a cheeky new product: Yuge.
Yuge is a volumizing hair mask, part of Lush’s new and improved range of hair treatments. (In an effort to be more sustainable, the brand is doing away with its jars and converting the formulas into meltable blocks on lollipop-like sticks that dissolve in hot water.) Yuge contains enzymatic pineapple to slough away grime and ground-up peppermint to invigorate the scalp. Jojoba oil, olive oil, and honey all add softness and manageability to your hair.
Lush was very clear about the product’s namesake. A man dressed up with an enormous orange head modeled to look like Trump’s walked around the Summit, making the president’s signature hand movements. But based on recent news from Lush, it’s clear that this hair mask isn’t a loving tribute to the politician.
Over the past 20 years, Lush has not changed the “We Believe” statement that is prominently displayed in each shop – that is, until now. The company will be adding to the declaration with, “We believe that all people should enjoy freedom of movement across the world.”
“Lush has always championed for inclusivity and acceptance in diversity, so it’s no surprise that we’ve chosen to take our stance on the kind of future we want to live in,” said a representative from the brand. Considering that the legal status of so many refugees is still up in the air in the United States, we fully support this strong point of view from the Lush team.
If you can’t wait to get your hands on Yuge, you’ll have to wait. It’s still in the development stage and currently being tested (only on humans!) in the brand’s hair lab in Dorset, UK. Once it’s finalized, it will likely launch there first, then come to shelves in North America. In the meantime, keep reading for a sneak peek at the product.