Most companies and bosses would squirm at the idea of being called "woke" and may even regard it as an insult. But not Mark Constantine.
Lush's outspoken co-founder and chief executive wears it like a badge of honour and is not ashamed of turning it into a business philosophy.
The firm is renowned for putting activism at the heart of its bright bath bombs business, tackling a range of issues from trans rights to police accountability.
The 73-year-old is still steering the empire with the same principles that have defined its three decades on the High Street, which has seen it expand from a small Dorset store into a global brand with 869 outlets and an annual turnover of £690m.
Lush has taken some of the boldest stances in British retail including shutting down some of its social media accounts over concerns about the impact on young people, and more recently closing stores for a day to protest against starvation in Gaza.
