Lush Japan signs regenerative pact with Minakami Town and NACS J

LUSH Japan G.K., the local government of Minakami Town, and the Nature Conservation Society of Japan (NACS-J) signed a “Regenerative Partnership Agreement” on 15 December. The tripartite agreement aims to restore ecosystems and revitalize the local community through Nature-based Solutions (NbS), leveraging the rich natural resources of the Minakami UNESCO Eco Park.

This collaboration formalises and expands a relationship that began in 2018, focusing on the intersection of biodiversity conservation and the circular economy. The partnership intends to construct a practical model where the restoration of nature directly contributes to regional economic development. By integrating conservation by-products into a global supply chain, the three entities demonstrate how commercial activities can drive environmental regeneration.

LUSH Japan, the Japanese subsidiary of the British cosmetic retailer, has sourced raw materials from Minakami Town for several years. The company utilises local tofu and spring water in its skincare products. Since the collaboration began, the volume of tofu procured has increased sevenfold and is now used in eight different cosmetic products. The spring water is also provided to customers via water servers in LUSH stores, such as the Takasaki branch.

A component of this circular partnership involves the use of wood chips derived from forest thinning activities. These chips are a by-product of the “Akaya Project,” a biodiversity restoration initiative led by NACS-J in the Akaya Forest of Minakami to protect the Golden Eagle, an endangered species. LUSH processes this wood waste into paper for gift packaging.

Initially used for two types of domestic gift paper, the application of these wood chips has expanded significantly. Since 2020, the material has been adopted for packaging distributed in 55 countries and regions worldwide. The procurement volume has grown approximately 20-fold, and the recycled paper is now a standard material for five types of gift products.

The newly signed agreement sets three primary objectives: the conservation and restoration of biodiversity, the realisation of a circular economy utilising local characteristics, and the practice of Nature-based Solutions to address social issues. The partnership is effective for one year from the signing date and will automatically renew. The three parties plan to deepen their cooperation to create a model where nature and people thrive together.