LUSH Launches National Campaign With Endangered Species Foundation To Protect Māui Dolphins
- 5 hours ago
- 3 min read
A new partnership between LUSH Cosmetics and Tāngaro Tuia te Ora, the Endangered Species Foundation, is bringing the fight to protect Māui dolphins into shopping centres and homes across the motu.
Launching today, the campaign centres on a limited-edition Māui Dolphin soap, with 75% of the sales price (excluding tax) donated directly to Tāngaro Tuia te Ora to support marine conservation and advocacy to end destructive bottom trawling.
The partnership aims to raise more than $10,000 while amplifying urgent calls to strengthen protections for one of the world's rarest dolphins.
With fewer than 50 Māui dolphins left in the wild, the species is on the brink of extinction. Found only off the west coast of the North Island, Māui dolphins are a taonga species and one of the smallest dolphin species in the world. Their habitat overlaps with commercial fishing activity, including bottom trawling, which damages seaflwoor ecosystems, destroys coral habitats and disrupts food chains throughout the wider ecosystem.
Natalie Jessup, General Manager of ESF, says the campaign comes at a critical time for marine conservation.
"The warning signs in our oceans are devastating. Hector's dolphins were once described as plentiful and common. It is heartbreaking that habitat destruction and fishing impacts have left Māui dolphins critically endangered. No dolphin should ever die in a fishing net. We need urgent action to protect ocean habitats before we lose this species forever."
Aotea Apiti of Moana Rāhui o Aotea speaks to the deeper significance of this kaupapa.
"Our people have carried the responsibility of protecting Pōpoto | Māui dolphins for generations. This kaupapa is about more than one species. It is about the health of our oceans, the survival of future generations, and our collective responsibility as kaitiaki. This is the time for all of us to stand together and take action to protect these taonga species before they are lost forever."
For LUSH Cosmetics, the campaign reflects the company's long-standing commitment to environmental and animal rights activism. Jessielee Pearce, Advocacy and Activism Executive at LUSH, says the company felt compelled to act.
"Knowing New Zealand is at risk of allowing a dolphin species to disappear is unacceptable. Lush has always believed businesses have a responsibility to speak up on issues that matter. We hope this campaign sparks conversation, education and action to help protect Māui dolphins and the ecosystems they depend on."
Customers can support the campaign by purchasing a Māui Dolphin soap online or in LUSH stores nationwide from 18 June, by attending one of our supporter/activation events, or by signing the Stop Bottom Trawling petition in-store.
Māui Dolphin Awareness Event at Mission Bay
WHEN: 12 pm – 2 pm
WHERE: Mission Bay, on the beach by the fountain
Join us to raise awareness and encourage people to sign our petition. On the day, we'll have a symbolic display of Māui dolphins entangled in fishing nets and signage highlighting the plight of this very special, taonga species.
The campaign builds on the Endangered Species Foundation's wider advocacy work, calling for stronger protections for marine mammals and ocean ecosystems, including opposition to weakening fisheries protections and ongoing calls for intervention following repeated marine mammal deaths within protected sanctuary areas.
Sign the petition here:
