Photo: Supplied / Lush Aotearoa
Ahead of Waitangi Day, cosmetics company Lush Aotearoa is taking a stand against the Treaty Principles Bill, calling it a "direct threat to Te Tiriti o Waitangi."
The company, known for its handmade and cruelty-free products, has launched an in-store and online campaign, encouraging customers to sign the rangatahi-led Ngāti Whakaue petition, which calls on the government to stop the bill.
Lush Aotearoa advocacy and activism executive, Jessielee Pearce (Ngāpuhi, Ngāruahine, Ngāti Hine), said the company has a long history of social justice activism and couldn't stay silent on this issue.
"We believe that now, more than ever, we need to stand together in unity to protect Te Tiriti by calling on the kāwanatanga to uphold it - not only for our generation but for our rangatahi and mokopuna."
"We're doing this because we have a platform and an audience, and if we can use that to get more people engaged in this issue, then we absolutely should."
Pearce believes the bill is "destructive" and seeks to remove tino rangatiratanga from Māori law and how it's interpreted.
"It aims to turn Māori against Te Tiriti o Waitangi by claiming it's about equity and democracy, when really, Māori don't experience equity. Te Tiriti is the most powerful vehicle for us to get equity."
She said it also protects public assets from privatisation and must be upheld.
"This is one of the most pivotal times to stand up for advocacy and grassroots movements in Aotearoa."
All profits made from the 'Together for Te Tiriti' soap will go directly to ActonStation Aotearoa. Photo: Supplied / Lush Aotearoa
Hopi for solidarity
In collaboration with Lush Aotearoa's Māori working group, advocacy group ActionStation, extended whānau, and support from tino rangatiratanga flag kaitiaki Linda Munn, the company has released a limited-edition soap called 'Together for Te Tiriti'.
"The soap has been created as a small koha from our support to the wider collective call for unity in Aotearoa."
Pearce said it gives people across Aotearoa a chance to show solidarity.
"One-hundred percent of the profits made from the soap will be going straight to ActionStation to fund their ongoing work for Te Tiriti justice."
Pearce described the soap as having a fresh, zesty lemon fragrance.
"It's all about uplifting somebody. We want to uphold and uplift Te Tiriti o Waitangi, so we chose a scent that mirrors that uplifting energy."
The $13 price tag is also a nod to Te Tiriti o Waitangi.
"The three represents the three principles of Te Tiriti: protection, partnership, and participation."
So far, the public response has exceeded expectations.
"In just a few days since its release, the support has been massive.
"It's landing incredibly well; there's a lot of community-driven support behind this."
But it is not just the hopi (soap) flying off the shelves, Pearce said signatures for the 'Stop the Treaty Principles Bill' petition were skyrocketing.
"You can tell there is a collective call for unity around Te Tiriti o Waitangi."
Lush's 'Together for Te Tiriti' campaign has launched across stores in Aotearoa and Australia. Photo: Supplied / Lush Aotearoa
Calling on other businesses to step up
As part of the kaupapa, Lush stores across Aotearoa and Australia are using their platforms to educate - something Pearce said they have been doing since its inception.
"Our role as a global company has been to actively campaign on social justice since 1995 - to lend our platform to amplify and uplift the voices of grassroots activists and causes, as well as to educate our community, raise funds, and support the mahi they are doing."
Pearce said businesses in Aotearoa have a responsibility to engage with Te Tiriti and recognise the importance of its role in the country.
"We all operate in Aotearoa, and we acknowledge that sovereignty was never ceded."
Her ultimate goal, she said, is "that every company in Aotearoa saw their place as tangata Tiriti, and that every non-Māori company recognised what was happening and stepped into this space at whatever level they could."
Pearce also encourages companies to engage with tangata whenua, not just Te Tiriti.
"For me, everybody should know whose whenua they are on. Learn the history of your area. Go introduce yourself at your local marae - start a relationship there. It's hugely beneficial, and you never know what powerful partnerships could come from that."
Jessielee Pearce spearheaded a Lush Māori working group, that supports tangata whenua-led campaigns to raise awareness on Te Tiriti o Waitangi. Photo: Supplied / Lush Aotearoa
Kaupapa Māori at the forefront
Pearce walked into a Lush store in Auckland's Newmarket 11 years ago and has been with the company ever since.
She said, to be part of this kaupapa as a proud wahine Māori is extremely special.
"My nan, a little old lady from up in Hokianga, came from a generation where speaking te reo Māori in public was not okay. She was put into a boarding school where all her rights and culture as a wāhine Māori were taken from her. For me, this is a step towards reclaiming what was taken from her."
Lush has committed to dual-language signage in stores and fostering a work culture that embraces tikanga Māori.
"We hold space for mihi and karakia, and now I get to advocate for social justice and kaupapa Māori in my workplace."
