As environmental preservation and human rights advocacy become more urgent global priorities, Lush’s 2024 Día De Muertos collection offers not just cosmetics, but a call to action and a tribute to cultural traditions. With a heartfelt homage to Mexican customs and a strong commitment to supporting activists and land defenders, this year’s collection is a powerful narrative of remembrance, resilience, and resistance.
At the heart of the collection is the newly created Damas Del Sol bubble bar, which pays tribute to the late Mexican environmental activist Homero Gómez González. Known for his tireless efforts to protect the Monarch butterflies and the forests of Michoacán, Mexico, Gómez’s work earned him legendary status in the environmental community. His tragic murder in 2020 underscored the peril faced by environmental advocates. By honoring Gómez’s legacy, Lush supports ongoing justice efforts in Mexico, with 75% of the purchase price (minus taxes) going directly to fund legal aid for human rights activists, land defenders, and water protectors facing unjust persecution and threats to their lives.
Ana Oviedo, a Lush employee from the Leeds store who co-created the Damas Del Sol product as part of Lush’s ‘Co-Create’ program, shared, "This product is a homage to Homero Gómez for all his love, work, and passion to preserve the Monarch butterflies and the beautiful forests in Michoacán, México. He was a very loved activist who spent most of his time studying, understanding, and protecting the Monarch butterflies, his ‘ladies of the sun,’ as he used to call them."
A Collection with Purpose
Día De Muertos, or Day of the Dead, is a Mexican holiday where families joyously honor their deceased loved ones. It is a time to remember loved ones with joy and celebration, where families build altars, offer food and invite the spirits of the deceased to visit. Far from being a somber occasion, it’s a vibrant reunion of the living and the dead, transcending the divide between the spiritual and earthly realms. Lush’s 2024 collection embodies these themes of life, death, and continuity, through products rich in symbolism and culture.
One standout product is the Monarch Butterfly bubble bar, shaped to reflect the beauty of these iconic creatures. Monarch butterflies play a key role in Día De Muertos celebrations as they are believed to carry the souls of deceased loved ones. This bubble bar, scented with oakmoss absolute, evokes the scent of the pine forests where the butterflies hibernate. As it dissolves, the earthy fragrance creates a serene bath experience, a reminder of the natural habitats that Gómez dedicated his life to protecting.
In addition to honoring activists, Lush celebrates key symbols of Día De Muertos with products like the Mexican Xolo dogs and Cempasúchil (marigold) flowers, both significant symbols of the holiday. The Xolo dogs, depicted on bath bombs and knot wraps, are revered in Mexica mythology as spiritual guides that lead souls to the afterlife. These bath bombs, bursting with fruity fragrances like bergamot and buchu, bring color and joy to bath time while connecting users to Mexico’s rich cultural heritage.
The bright orange Cempasúchil flowers, known for their distinct fragrance, are used during Día De Muertos to guide spirits back to the world of the living. The Cempasúchil shower gel captures this iconic scent, blending it with fresh fruit oils to offer a lively, refreshing experience. "Let the color and fragrance act as the bridge between worlds!" says Rodrigo, a co-creator from the Lush Studio team, emphasizing the deep connection between this beloved tradition and the sensory experience of the products.
Supporting Activists Amid Rising Danger
While the 2024 collection beautifully captures the spirit of Mexican culture, its significance reaches far beyond aesthetics. Lush’s long-standing commitment to human rights and environmental causes remains central to its ethos. At the end of September, Lush achieved a significant milestone, surpassing £100 million in charitable donations through various initiatives, including the Charity Pot product, which has raised £76 million over 17 years for causes around the world.
This year’s Día De Muertos collection continues that tradition of purposeful giving. The proceeds from the Damas Del Sol bubble bar, in particular, will be allocated to Mexican lawyers and advocates providing legal support to land defenders and water protectors. These activists face constant threats from powerful interests such as organized crime and corrupt governmental forces, and their work is essential to the protection of both human rights and the environment.
The tragic murder of Homero Gómez González is a grim reminder of the dangers these activists face. His death brought international attention to the perils confronting those who work to protect land, water, and indigenous rights in Mexico. As the “Guardian of the Monarchs,” Gómez’s legacy highlights the inseparable connection between environmentalism and human rights—a cause Lush is deeply committed to supporting.
Honoring Tradition, Embracing the Future
Through its Día De Muertos collection, Lush not only commemorates Gómez and other fallen activists but also seeks to empower the living. Mexican illustrator Carolina Monterrubio, who designed the Alebrijes Knot Wrap for this year’s collection, noted, “Although we honor death, it is essential to celebrate life and its vitality.”
Monterrubio’s design, inspired by Mexico’s mystical Alebrijes—spiritual beings believed to guide souls through various planes of existence—captures the blend of tradition and contemporary art that defines Día De Muertos. “Their powerful presence makes them important elements in contemporary offerings, where it is believed they facilitate the transit of souls between different planes of existence,” she explained.
Lush’s 2024 Día De Muertos collection is available in stores and online starting September 19, inviting customers to not only enjoy fresh, handmade cosmetics but also contribute to a global movement supporting activists and defenders of human rights. Each product in the collection offers a unique sensory experience, whether through the floral scents of marigolds or the earthy notes of pine forests, helping consumers connect with broader cultural and environmental stories.
For those seeking to make a difference this season, the Damas Del Sol bubble bar offers a way to celebrate life, honor those who have passed, and stand in solidarity with the brave individuals fighting for a just and sustainable future.