Have a look at this post I did earlier this year. Lush seem to have found a solution to the issue of non-EU customers being charged VAT on purchases from Lush UK when they shouldn’t be. Their website says
We just wanted to let you know that from the 1st November prices have changed for our online customers that live outside of the EU. We believe in equal prices for everyone which is why all our customers that shop with us at www.lush.co.uk will pay the same price regardless of where they live. The price you see in your basket is the price you will pay.
Lush UK prices for goods sold to EU customers include VAT at whatever rate VAT currently is – 20%? 17.5%? I dunno. When non-EU customers bought from Lush, the VAT should have been removed, so the price would be lower. But as we saw in the post linked to above, the retail website didn’t remove the VAT when it should have done, and Lush asked non-EU customers to place their orders by phone instead so that the VAT could be removed manually.
And now? They’re just not bothering. Non-EU customers will pay the same prices as EU customers pay, which are inclusive of VAT. Will Lush declare that extra to the taxperson as VAT or will they just pocket it as extra profit? Either way, they’re charging non-EU customers more than they have to and trying to pretend it’s fair. It might be because they’re too lazy or too incompetent to sort the issue out with the website, or it might be because they see it as an easy way to make more money out of people. But it’s definitely not fair.