The company follows a "no advertising policy" in which the company does not spend money on TV campaigns or celebrity endorsements and instead relies heavily on user-generated content. However, the company partnered with drag queens from RuPaul's Drag Race; Kim Chi, Detox, and Shea Couleé, during the holiday season of 2018 to create photo campaigns for their new products. Products can also be advertised through staff engaging in "random acts of kindness" where they are allowed to give away products to customers. Lush states that it does not have a target demographic, and that as a brand it is "trying to make stores welcoming to all".