Lush takes bold step against social media

In an effort to raise awareness for the negative effects of social media, Lush is deactivating its accounts on four major platforms.
Zachary Russell
Associate Editor
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Lush Cosmetics, a popular retail chain that sells private label cosmetic and bath products, has announced a bold new social stance that will impact its advertising and customer reach. 

The company will deactivate its Facebook, Instagram, TikTok and Snapchat accounts on Nov. 26. The new policy is aimed to address the effects of social media on mental health and push the platforms to take action to provide a “safer environment,” according to the company. Lush is known for its wide assortment of ethically sourced own brand bath, hair, face, scent and body care products.

"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."

The move is in stark contrast to how retailers are leveraging influencers and social media to drive awareness and trial of own brand products. Store Brands discussed the advantages of the tools in its influencer marketing report.

The policy will take effect in the 48 countries where the company operates. Lush said that the company wants to be a leader on the issue, hoping that changing its own practices will inspire change.

“In the same way that evidence against climate change was ignored and belittled for decades, concerns about the serious effects of social media are barely being acknowledged,” said the company. “Lush, well known for being leaders rather than followers, has decided to address these serious issues now and to start by changing its own practices rather than waiting until others notice that there is actually a real problem.”

Lush will remain active on Twitter and YouTube, and says it is investing in new ways to connect and build better channels of communication elsewhere. Lush’s digital ethics policy can be found here.