Skincare brand Lush Cosmetics is quitting Facebook, Instagram, TikTok and Snapchat — a move the company hopes will draw attention to the damage these social media platforms are causing to consumers’ mental health.
The company plans to deactivate all of its accounts except for Twitter and YouTube by November 26, just when brands and retailers will be kicking their social media promotions into high drive to convert more holiday shoppers. Lush currently has more than 1 million followers on Facebook, some 659,000 on Instagram and 275,000 followers on Twitter.
The company will focus on its physical store sales and remain off social media channels in markets across the world until it deems them to be a safe environment for users. Lush operates more than 900 stores globally, with 240 spread across the U.S. and Canada.
Lush’s move to quit social media channels follows a similar attempt the company made in the U.K. in 2019. The company noted that “it was tired of fighting with algorithms” and just wanted to directly connect with its customers.
“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 is known to champion social and environmental causes such as Black Lives Matter, deforestation and sustainability.