The Australian branch of the company created the "Go Naked" campaign to promote both body positivity and its new package-free product line, but it was taken down for being "too offensive."
The reason? The ads show nude women in non-Photoshopped poses.
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The Advertising Standards Bureau of Australia upheld a ban on the nude ads saying that they were "pornographic" in nature and placed deliberately at a child's eye level to "cause a stir."
"The nudity is completely inappropriate for the family environment of the shopping centre," one complaint read, according to BuzzFeed. To be fair, the same board has banned ads from other companies — including Tom Ford — for showing nudity; however, some are saying it wouldn't be a big deal if the photos were airbrushed and showed traditionally thin models.
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LUSH Australia removed the photos, but they're still visible on the company's social media pages, and many people are weighing in on how the photos are helping them feel better about their bodies.
That goes for one of the campaign models, too.
"I’ve had issues with my body for the majority of my life, and having the confidence to do something this far out of my comfort zone was a huge step for me. I’ve become much more accepting of my figure for all its fantastic features and flaws, and I think that’s a truly liberating thing," LUSH employee — and campaign model — Courtney Fry told BuzzFeed.
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"The absolute best reaction was an older woman who was giggling with her friend at the window display, and then smacked me on the bum and told me I was doing a ‘bloody good job, love.'"