Lush Cosmetics placed a leaflet in party bags gifted to children as young as seven and eight, which claimed there was a global conspiracy against trans people.
Young girls received the pamphlet as they left a birthday celebration event for one of the stores’ branches, where they also created bath bombs and soaps.
The 24-page booklet claimed those in the transgender community had been made ‘the target of a calculated media assault’ in a bid to divert attention from ‘global crises’.
It also went on to claim the media landscape was ‘encouraging violence’ and diverting attention ‘from those nicely off’ while others struggled, adding that lives had been ‘devastated’ by a ‘tidal wave of hate’.
The leaflet, which was created by the charity TransActual and produced by Lush Cosmetics ‘in solidarity and allyship with trans people everywhere’ also outlined terms used by the community.
It explained that while some people may describe themselves as trans, others use terms as gender-queer, gender-fluid, nongender, third gender, bi-gender, as well as trans woman, trans man and neutrois.
The document said that these were descriptions and ‘not prescriptions’, explaining the term intersectionality, adding: ‘It just means we are all subject to multiple forms of inequality or disadvantage (or privilege and advantage).’
A mother, who was present at the party dubbed the leaflet as ‘fully propaganda in tone’, while also debating if it was entirely appropriate for children of such a young age.
Lush Cosmetics (pictured) placed a leaflet in party bags gifted to children as young as seven and eight, which claimed there was a global conspiracy against trans people
The 24-page booklet claimed those in the transgender community had been made ‘the target of a calculated media assault’ in a bid to divert attention from ‘global crises’ (pictured)
‘I feel fairly “live and let live” about what people over 18 want to do but to put this in bags going home with seven-year-old girls seems really shocking to me,’ she told The Times.
‘Pretty sure nobody is handing these out to little boys at football parties.’
The booklet also went on to compared the present-day America to Nazi Germany, saying how the regime led by Adolf Hitler, ‘destroyed the world’s first gender clinic’, sent transgender individuals to concentration camps and set alight to books.
It said there were ‘echoes’ in the US of Germany’s difficult past as trans individuals have ‘their passports confiscated, birth certificates torn up, history erased, healthcare banned and legal protections removed.’
Around 20,000 leaflets were printed and shared across over 100 branches across the UK.
A ‘Liberation’ bath bomb, which shared the same colours as the trans flag, also came with the leaflet, with 75 per cent of profits being donated to three campaign groups, which includes TransActual and My Genderation.
On its website, Lush stated that trans people have ‘come under increasing attacks in certain political and cultural spheres’.
It comes after Supreme Court unanimously decided that ‘the terms woman and sex in the Equality Act refer to a ‘biological woman and biological sex’.
The booklet says the Cass Review, a review led by Dr Hilary Cass on gender identity services for young people in children ‘set a standard of proof’ which is distinctive to trans healthcare.
The leaflet was created by the charity TransActual and produced by Lush Cosmetics ‘in solidarity and allyship with trans people everywhere’
The Liberation Bath Bomb (pictured) which was being given alongside the leaflet
It also criticised the ban on puberty blockers, claiming there were ‘no major side-effects’, despite the Cass Review stating that evidence indicated puberty blockers could affect bone density in teenagers.
A Lush spokesperson said: ‘The booklet was designed to be displayed in stores next to signage about the campaign and at till points, for people to take if they wished to.
‘Campaign materials aren’t made for party bags, which are made to be fun, and our staff have guidance that makes this clear.’
MailOnline has approached TransActual for comment.
