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Not for the first time

WATCH: Lush Cosmetics staff scream abuse at Jewish parents during anti-hate march

Lush Cosmetics hasn't learned anything. They allow their employees to demonstrate clear and blatant antisemitism and then make strongly (but completely insincere) apologies. When someone shows who they are, believe them.

Boycott Israel sign seen in the window of a Lush Store in Dublin

Lush Cosmetics has launched an investigation after employees at one of its New York stores were filmed hurling obscenities at Jewish parents participating in an anti-hate march.

Video footage shared on social media yestreday (Tuesday) shows several Lush employees leaving their store to confront Jewish marchers. In the recorded incident, one staff member can be seen yelling expletives at participants, making offensive gestures, and verbally abusing a Jewish man while displaying vulgar behavior.

Multiple employees were involved in the confrontation, with some remaining inside the store while others used hand gestures to signal marchers to leave the area. "Get away," another staff member was heard shouting at the crowd.

A Lush spokesperson told reporters the company is "taking this situation seriously" and conducting a full investigation, including reviewing CCTV footage from the area.

"Lush does not condone aggressive or threatening behavior of any kind," the company stated in their official response.

But this was not just an act of antisemitism: It's a direct violation of a promise Lush made just after the Israel-Gaza war started.

In late 2023, Lush's Henry Street store in Dublin displayed a "Boycott Israel" sign, just days after the October 7 Hamas attacks that killed 1,200 Israelis.

Social media erupted with anger when images of the sign spread across X (formerly Twitter), sparking immediate calls for a counter-boycott of the brand.

Jewish community leaders and customers expressed shock that a major retailer would take such a stance during a period of heightened antisemitic incidents across Europe.

The controversy forced Lush's corporate leadership to respond quickly. In a carefully worded statement, the company attempted to distance itself from the Dublin store's actions: "Recently, one shop within the UK&I business briefly displayed a 'Boycott Israel' message in their window. It was an isolated occurrence that does not represent the Lush ethos that 'All Are Welcome. Always.' and [it] was swiftly removed."

The company added: "Lush deplores all acts of violence and our wish is for peace and safety for all Israeli and Palestinian people. We support the upholding of international law and the human rights of all peoples."

Which begs the question: After such drama followed by intense backlash and an apology, why didn't Lush make its policy clear to its employees?

What's more likely is that the apology was given because Lush management was worried about its bottom line, and not because it actually felt bad about the sign posted or its anti-Israel sentiments, which is why it happened again. Cue an 'investigation' and another apology.

It's honestly getting old.

Lush had better get their act together or risk losing millions of Jewish buyers.

The Jewish Chronicle contributed to this article.
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