LUX believes every woman has the right to express her beauty and femininity unapologetically and without fear. That’s why the brand is taking a stand against sexism, seeking to empower women to find strength through beauty and overcome sexist judgements.

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Because the harsh reality is that women constantly face judgements – from family, colleagues and complete strangers – and many of these criticisms relate to the way they look.

LUX understands that beauty isn’t superficial or frivolous. When inner strength is nurtured through self-care and solidarity, beauty can be a source of confidence, and that unstoppable power is exactly what the brand wants to help women find.