‘I like being woke’: Lush’s outspoken co-founder who puts activism at heart of business

Mark Constantine, the outspoken co-founder of Lush Cosmetics, has embraced the term “woke,” stating he enjoys being a “woke nerd.” In a recent discussion with the BBC, Constantine elaborated on his commitment to activism and its central role in the company’s ethos. He also voiced his support for high street businesses and family-run enterprises, highlighting their importance within the economic landscape. Constantine’s perspective positions Lush not merely as a retail entity but as a platform for social and ethical engagement, with his personal conviction deeply embedded in the brand’s operations and public messaging. The company has a long-standing reputation for its ethical sourcing, environmental advocacy, and outspoken stance on various social issues, often translating these principles into product development and marketing campaigns. Constantine’s candid embrace of the “woke” label suggests a deliberate alignment with progressive values and a desire to challenge traditional business models. His advocacy for local businesses further underscores a commitment to community and a belief in the power of independent enterprise.