Lush is launching a new Keystone Giving product, with profits used to help fund protection corridors for wildlife under threat in Cameroon.
Landing on World Kindness Day (13 November), 75% of the sales price from the Elephant Jelly (minus tax) will be donated to Working For The Wild, a charity working to protect and restore 52,000 hectares in Cameroon.
Working For The Wild (WFTW) is carrying out this work in partnership with the African Conservation Foundation and the Environment and Rural Development Foundation, aiming to create a wildlife corridor for African forest elephants and other mammals facing threats.
Lush’s Keystone Giving products are inspired by keystone species – the species that hold a greater role in maintaining the structure of an ecological community and its overall biodiversity.
The Elephant Jelly shower jelly, £7.50, features carrageenan and vegan glycerine to hydrate the skin while cleansing, with a balance of grounding patchouli and vetivert and uplifting bergamot and spicy black pepper.
Charity partnerships are a key pillar for Lush, as Gabbi Loedolff, the brand’s Director of buying, told Cosmetics Business, and said: “At Lush, we want everything we do, from our giving to our buying, to support our goal of leaving the world ‘Lusher’ than we found it.
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