Lush's New Campaign Featuring LGBTQ Couples Will Melt Your Heart

Lush just gave us one more reason to be obsessed with it – and no, new bath bombs are not involved this time. The beauty brand just dropped its 2017 Valentine’s Day campaign featuring LGBTQ couples, and they completely nailed how all beauty brands should be representing same-sex couples.

The campaign, called #BetterTogether features images of two different couples – one lesbian couple, one gay couple – splashing around together in appropriately-festive pink bath bomb bubbles. (So basically, our Valentine's Day date goals.)


To everyone marching today, time for some well deserved bubbles! #bettertogether #womensmarch #loveislove

A photo posted by Lush Cosmetics North America (@lushcosmetics) on


As Glamour notes, unlike other ad campaigns that have tried to be inclusive by incorporating LGBTQ people in a way that feels "othering" or is heavy on the stereotypes, these images feel sweet and natural – not forced or posed at all. Because, when it comes down to it, queer couples are just like everyone else – and should be represented accordingly.

If Instagram is any indication, Lush fans love the campaign just as much as we do. Commenters took to the brand’s Instagrammed images of the campaign to thank Lush for stepping it up on inclusivity. As one commenter wrote, “Lush, you guys are seriously so great. Thank you for supporting those of us in the LGBT community. It's seriously so uplifting to see stuff like this. It gives us hope. Thank you.”

The campaign comes at the perfect time considering the uneasy political climate right now for members of the LGBTQ community – and it’s reassuring to see Lush moving forward and not back.