Subscriber Exclusive 
‘The right decision’: Lush on the impact of its social media ban one year on
Regardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.
In November last year Lush made the decision to walk away from Facebook, Instagram, TikTok and Snapchat, citing safety concerns, particularly regarding harms to young people. It was the second time the cosmetics and soaps retailer had attempted to leave social media, the first being in 2019.
Its first attempt was short-lived, with the onset of the pandemic in 2020 driving Lush back on social media amid unsure times and store closures. But this time the business remains convinced it has made the right call, and one year on still has no plans to go back onto the platforms.
