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11/22/2021

Lush Cosmetics quitting social media

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture
Lush Cosmetics is discontinuing its use of Facebook, Instagram, TikTok and Snapchat.

Lush Cosmetics is making a radical move to address consumers’ mental health issues.

The eco-friendly bath, body, skin and haircare retailer is discontinuing its use of Facebook, Instagram, TikTok and Snapchat, with its accounts to be deactivated effective Nov. 26, 2021. Lush said its global presence across the four social media platforms will remain deactivated until the platforms take action “to provide a safer environment for users.”

The new policy is rolling out across all 48 countries where Lush operates.

"As an inventor of bath bombs, I pour all my efforts into creating products that help people switch off, relax and pay attention to their wellbeing," said Jack Constantine, chief digital officer and product inventor at Lush. "Social media platforms have become the antithesis of this aim, with algorithms designed to keep people scrolling and stop them from switching off and relaxing."

Lush, which operates more than 920 stores worldwide and has a long history of environmental leadership and social activism, noted that the same way that evidence against climate change was ignored for decades, concerns about the serious effects of social media are barely being acknowledged. Lush said that it come to the decision that the best way to affect change is by changing its own practices rather than waiting until others notice that there is actually a real problem.

Lush tried to leave its U.K. social media channels in 2019. But the company said fear of missing out (FOMO) kept it active despite the best intentions.

“The brand's resolve has been strengthened by all the latest information from courageous whistleblowers, which clearly lays out the known harms that young people are exposed to because of the current algorithms and loose regulation of this new area of our lives,” the company stated. “

Lush said that it hopes that platforms will introduce strong best practice guidelines, and hopes that international regulation will be passed into law. But it’s not waiting for such actions to occur.  Instead, the brand will take its “own action to shield customers from the harm and manipulation they may experience whilst trying to connect with the brand on social media. “

Lush said it is investing in new ways to connect with customers, as well as using tried and tested routes. Lush will still be found on Twitter and YouTube.

Lush is celebrating its 26th anniversary this year. Of its product mix, 95% are vegetarian, 95% are vegan and 42% come unpackaged. In 2007, Lush launched a dedicated charitable giving program, where 100% of sales (minus the tax) of a luxurious hand and body lotion is donated to small grassroots organizations that align with Lush's ethics in the areas of human rights, animal protection and environmental justice. Since launching the Charity Pot program, Lush has donated more than $52 million to over 2,800 grassroots charities in 42 countries.