Cosmetic giant Lush placed a booklet in party bags intended for children, claiming that there is a "calculated media assault" against transgender people, and that transgender people have been made the target of such a campaign to divert attention from "global crises." It also claimed that media outlets were “encouraging violence” that has caused a “tidal wave of hate” that has “devastated” the trans community.

The booklet also goes through a glossary of terms used in the trans community, explaining that some people identify as trans while others say they are gender-queer, gender fluid, non gender, third gender, bi -gender, as well as trans woman, trans man, and neutrons, according to a report by the Daily Mail.

“The campaign comes at a time where trans people have come under increasing attacks in certain political and cultural spheres,” Lush said in a press release. “Media coverage of trans issues has spiked in recent years, with many articles negatively talking about trans people without including trans voices. As a result, trans people have lost access to vital healthcare resources and there has been a rise in the number of hate crimes committed against trans people.


“This campaign seeks to counter this negative representation by presenting a positive vision of the world we could and should be striving for, where the UK leads on trans rights, tackles transphobia, prioritises gender affirming care, provides safety and dignity for LGTBQI+ asylum seekers, and more," it states.

A mother present at the party said that the booklet was “fully propaganda in tone” while also questioning if it was appropriate information to be giving young children.

'I feel fairly live and let live' about what people over 18 want to do but to put this in bags going home with seven-year-old girls seems really shocking to me," she told The Times. "Pretty sure nobody is handing these out to little boys at football parties.'

The booklet also compares the United States to Nazi Germany, pointing to how Hitler “destroyed the world’s first gender clinic” and sent transgender individuals into concentration camps.

Roughly 20,000 leaflets were printed and shared across over 100 branches across the UK, reports the Mail. Additionally, a “Liberation” bath bomb with the same colours as the trans pride flag was given.

The pamphlet, made available in stores, challenges parts of the Cass Review—a report led by Dr. Hilary Cass into gender identity services for youth in the UK. It claims the review created a "standard of proof" for trans healthcare that is not applied elsewhere. Lush also criticized the UK’s ban on puberty blockers, asserting there were “no major side-effects.” That stance directly contradicts the Cass Review, which reported evidence showing puberty blockers may impact bone density in teenagers.

A spokesperson for the company said, “The booklet was designed to be displayed in stores next to signage about the campaign and at till points, for people to take if they wished to.” Addressing criticism that the booklet was included in children's party bags, the company added, “Campaign materials aren't made for party bags, which are made to be fun, and our staff have guidance that makes this clear.”