“What if your love was illegal?” This is the question posed by LUSH Fresh Handmade Cosmetics’ #GayIsOK campaign, which aims to raise funds and awareness for LGBT groups fighting for equality around the world. The international company has released a sparkly new gold soap onto the market, made from a palm-free soap base and scented with LUSH’s iconic Love fragrance. Customers are being encouraged to post selfies with their soap via social media, with captions telling the world why they believe #GayIsOK. On top of the anticipated reach of 10,000,000 people via social media, the campaign is also aiming to raise around $500,000 through soap sales, with $100,000 to be donated directly to non-profit advocacy organisation All Out and the remainder given to various LGBT groups via grants.

In 2013 and 2014, LUSH launched the Sign of Love campaign to raise awareness for global gay rights, before running the Any Two Can Love campaign to support marriage equality on Valentine’s Day last year. The #GayIsOK campaign ends this Sunday July 5, so head online to grab your sweet cake of Love soap now.