In a somewhat surprising move trendy personal care brand Lush Cosmetics is quitting TikTok, Instagram, Facebook and Snapchat to draw attention to how these social media platforms can be damaging to people’s mental health, especially young people.
The accounts will be deactivated on Black Friday (6 Nov. 2021) when other retail brands will weaponize their marketing to win those holiday dollars from shoppers.
Lush, which has more than 900 locations worldwide and 240 in the United States and Canada stated that their social media channels will go dark until the platforms are make changes to protect users.
Lush is well known already as both supporting social causes like Black Lives Matter and environmental causes like sustainability and deforestation while initially gaining popularity among Millennials and Gen-Z for being a cruelty free and organic personal care company.
They will be giving up access to 659,000 Instagram followers, 275,000 Twitter followers and over 1 million Facebook followers.
Yet, this isn’t he first time they’ve tried quitting social media. In 2019 went dark on their UK accounts saying they no longer wished to fight social media algorithms and would rather speak directly to their customers.
Of course this new and worldwide black out of most of their social media accounts comes at a time when all social media has come under fire for contributing to both physical and mental health issues.
The company hopes their efforts will convince these platforms to enact better practices. Lush will continue to use its Twitter and YouTube account.