Christian group opposes this beauty company for being a 'trans ally'

(Photo: Reuters)

The Christian Institute, an evangelical group aimed at promoting religion in the United Kingdom and beyond, is opposing the beauty company Lush for being a "trans ally."

The group wrote on its website that Lush, best known for its handmade soaps and bath bombs, has decided to promote transgenderism in North America and accused the chain of using "its windows in order to push pro-trans adverts on the passing public."

Inside the store, Lush employees are reportedly handing out a "How to be a trans ally" guide, which instructs people on how to show affirmation to the LGBTQ community. "These include avoiding using terms such as 'ladies and gentlemen,' because they 'assume genders and exclude people,'" the group wrote. "It also advises people that: 'A person who's questioning their gender might shift back and forth as they find out what's best for them.'"

In the U.K., Lush is raising $450,000 for transgender rights organisations such as the National Center for Transgender Equality and The Canadian Centre For Gender & Sexual Diversity. They created a product called the "Inner Truth Bath Melt," and proceeds of the sale will be donated to the charities.

Earlier, The Christian Institute attacked the fashion company River Island for airing a "gender-free" ad. In it, the clothing retailer said they were "100% gender free" and featured a gay kiss. 

One mother told the institute she reached out to the company to voice her displeasure, "My 10 year old daughter asked me to write to River Island as she was shocked to see this on TV. After watching it back, I have to say I agree. I cannot believe this was aired on TV and especially during the daytime when children may be watching. To say it is provocative wouldn't be enough. It's very sexualised and very in your face!!!"