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LUSH and ACTAsia Unite for a Fur-Free Future – ACTAsia
LUSH launches ‘Paw Soap’ to help end Fur Farming
Fur farming has declined significantly over the past decade, with global production falling by around 90% between 2014 and 2024. Yet despite this dramatic reduction, an estimated 100 million animals are still killed every year for their fur, most of them confined in intensive factory farms.
In recent years, however, fur has regained visibility within the entertainment and fashion industries. Influencer culture and celebrity endorsements have fuelled renewed interest, particularly among younger consumers. Online searches for terms such as ‘vintage fur’ have risen sharply, especially among Gen Z audiences. In 2024, global fur production increased by 6.6% compared to the previous year – the first rebound since 2015 – driven largely by growing demand for fox fur. This resurgence signals an urgent need for continued advocacy and public awareness.
Compassionate Collaboration for Change
As a brand long committed to animal welfare and environmental protection, LUSH has taken action.
On 9 March 2026, LUSH officially launched a Paw Soap, available exclusively in the Greater China region. This limited-edition product is more than a soap – it is a statement against cruelty and a call for systemic change.
75% of all sales will be donated to ACTAsia, directly supporting our work to create a fur-free future. Through policy advocacy, humane education and industry engagement, ACTAsia works at both institutional and market levels to help phase out the cruel fur industry and promote compassionate alternatives.
Why Ending Fur Matters
The fur trade is built upon systemic cruelty. Animals raised for fur endure confinement, deprivation, and inhumane killing methods. Beyond animal suffering, fur farming also:
- Contributes significantly to environmental pollution
- Requires intensive chemical processing
- Poses risks to public health through disease transmission
- Undermines progress toward sustainable fashion
A fur-free future protects animals, safeguards ecosystems and supports a more ethical fashion industry.
ACTAsia’s Consumer Education leads the way to empower the next generation
When consumers make compassionate, cruelty-free choices, they can empower the next generation. ACTAsia’s Caring for Life Education for Consumers programme focuses on raising awareness surrounding the exploitation of animals, people and the environment in production methods for consumer-related items. In particular, animal-based and plastic products, such as meat, fur or plastic bottles. ACTAsia highlights the damaging impact of specific techniques and offers suggestions for alternative, more compassionate choices so that consumers can consider the origin of their purchase and if it is necessary.
In addition, ACTAsia works with businesses that provide more sustainable products to consumers. Our pioneering work ensures that people understand the truth behind the adverts and products in this age of mass consumerism. We invite supporters to join us in signing our Fur Free Pledge for a more compassionate future.
A Shared Vision
ACTAsia is dedicated to building a compassionate world for animals, people, and the environment – with education as the driving force for long-term change. Pei Su, Founder and CEO of ACTAsia, said:
“We are honoured to join forces with LUSH in calling for an end to the use of fur within the fashion industry. The fur trade is built upon systemic cruelty and takes a staggering toll on the environment, whilst also posing a significant threat to global public health. A fur-free future is our shared vision.”
On 4 March 2026, LUSH’s Xinyi District store in Taipei, Taiwan hosted a fur free awareness event.
Pei spoke about the harm caused by fur – to people, animals and the environment, as well as how to distinguish between real and faux fur, and encouraged people to go fur free and set an example of responsible consumption for future generations.
Following the event, customers purchased the paw soaps to support the fur free charity initiative and signed a pledge on the spot to commit to a fur free life.
Further events at the LUSH Hong Kong K11 Art Mall store on 27th March and the LUSH Macau Senado Square store on 29th March are scheduled.
The soap is on sale now
LUSH’s Longstanding Commitment to Anti-Fur Advocacy
LUSH has consistently supported global efforts to end the fur trade:
2016 – Hong Kong: LUSH partnered with No Fur Citizens Hong Kong to organise a fur collection event, “returning” real and faux fur garments. The collected items were donated to the Veterinary Services Association to help keep community animals warm.
2017 – United Kingdom: LUSH collaborated with Humane Society International to raise awareness of unclear product labelling, helping prevent consumers from unintentionally purchasing items containing real fur, while advocating for stronger labelling regulations.
Ongoing: Implemented anti-fur initiatives across North America and Europe, continuing to champion animal rights worldwide.
How You Can Support a Fur-Free Future
The ‘Paw Soap’ will be available:
- Online via the LUSH Hong Kong official website from 9 March 2026
- In LUSH stores in Hong Kong, Macau and Taiwan from 20 March 2026
Every purchase directly supports ACTAsia’s mission to end fur farming through education, policy engagement and public awareness.
Fur is never fashion. Compassion is.
Please sign our Fur Free Pledge to start your Fur Free Life, by committing to not buying, using, or promoting fur products.
Join us in taking a stand for animals, for sustainability, and for a kinder world. Get involved with ACTAsia. Donate to help Caring for Life reach more classrooms and support humane education for children.
Your involvement helps build a future where empathy, responsibility and care for all life can flourish.
