Lush launches limited-edition soap to help protect Māui dolphins

Lush Cosmetics has partnered with the Endangered Species Foundation (Tāngaro Tuia te Ora) to help fight against bottom trawling and protect the Māui Dolphin species, with less than 50 dolphins left.

Found only in Aotearoa, the Māui dolphin is one of the smallest and rarest dolphins in the world, and is a significant taonga species with strong cultural importance.

Their habitat is being impacted by bottom trawling which is devastating the seafloor, destroying coral forests, releasing carbon and wiping out the food sources that dolphins and all marine life rely on to survive.

As New Zealand is at risk of becoming one of the first countries in the world to allow a dolphin species to go extinct, Kiwis across the nation must advocate for protecting our oceans and native marine life, says the Endangered Species Foundation.

Help raise awareness

To help raise urgent awareness on the effects of bottom trawling, Lush released a limited edition Māui Dolphin soap online and in stores across the country on June 18.

With a goal to raise more than $10,000 NZD, 75% of the sales price (excluding tax) will be donated directly to the Foundation, supporting high-priority conservation projects, protecting endangered wildlife and advocating for stronger environmental protections that safeguard our oceans.

Alongside this, Lush will provide educational resources and invite customers to sign the petition to ‘Stop bottom trawling’ in-store.

Take direct action

Natalie Jessup, general manager at the Endangered Species Foundation, says: “The warning signs in our oceans are devastating. Hector’s dolphins were a species once described as ‘plentiful’ and ‘common’.

“It’s heartbreaking that bottom trawling has so heavily impacted their habitats, leaving so few Māui dolphins that they are now considered critically endangered. No dolphin should ever be killed in a fishing net.

“With more than 3,700 native species now classified as threatened or at risk, we can’t rely on governments alone. The decisions made right now will determine what species survive.

“We urgently need solutions that match the scale of this challenge. This partnership with Lush empowers everyday people to take direct action, contributing to the long-term ecological restoration the Māui Dolphins desperately need,” says Jessup.

Symbol of support

Jessielee Pearce, Lush Cosmetics advocacy and activism executive, says: “Fighting for animal rights has been deeply ingrained in Lush’s DNA since we were founded 30 years ago.

“Knowing that Aotearoa is on track to become one of the first countries in the world to allow the extinction of a dolphin species is unacceptable. Lush was built on campaigning for the things we care about most, and we therefore believe we have a moral responsibility to bring greater nationwide awareness to this urgent issue, demand immediate action and use our platform to advocate for those who cannot advocate for themselves.

“This soap is a symbol of our support, and it is part of a much larger collective call for stronger environmental protections for Aotearoa’s unique ecosystems. We are proud to partner with Tāngaro Tuia te Ora to spark conversation, education and action to help ensure a future where the Māui Dolphin can flourish and thrive,” Pearce adds.

Kiwis can support the cause by visiting Lush stores to sign the petition or by purchasing a Māui Dolphin soap in store or online.