How LUSH Cosmetics is thriving without social media

Since 2023, the brand known for fresh, handmade relaxation accessories has been off social media as a part of their Anti-Social Policy.

Their chief digital officer has been quoted saying,

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 well-being. Social media platforms have become the antithesis of this aim.

And you know what, good for them!

As we all grow a disgust for addictive algorithms, vague data collection policies, divested DEI efforts, and restricted reach, staying on social media is starting to sound crazier than getting off of it.

Lush saw the signs early and made their initial retreat from social media in 2019, and they've been officially logged out of Facebook, Instagram, Snapchat, TikTok, and X since 2023.

Their email newsletter has grown to more than 6 million global subscribers, and the Lush app has 1.75 million users, with around 60% of them opting to receive push notifications.

Lush offers a rewards program with early product access and is focused on finding ways for customers to engage with shops on the local level via the app or IRL experiences.

As of now, Lush is still active on LinkedIn, YouTube, and Pinterest which has created a little discord between Lush loyalists and employees on Reddit.

What do you think?

Should Lush chuck the deuces to the other social platforms and do you think more brands will leave social media in the coming years?