This beloved beauty brand is washing its hands of the major social media platforms.
British cosmetics retailer Lush got on a soapbox Monday to announce it will be quitting four major social platforms on Black Friday. The soap brand — which is known for having trendy, ethical products popular among young people — vowed it will abstain from the platforms until they become less toxic.
“As of November 26th, 2021, we’re saying goodbye to Facebook, Instagram, Snapchat and TikTok until these platforms can provide a safer environment for their users,” Lush wrote in a press release. “The serious effects of social media on mental health are being ignored by these platforms. It’s time to stop scrolling and be somewhere else.”
This isn’t the first time the company has quit social media in an act of protest against the companies which run them: In 2019, Lush announced it was “tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed” and would thus “bid farewell to some of our social channels and open up the conversation between you and us instead.”
The change only impacted the company’s UK-based social platforms.
In the new release, the soap-maker addressed the past attempt to quit the social media behemoths. “Like so many people have experienced before us, Lush has tried to come off social media, but our FOMO is vast, and our compulsion to use the various platforms means we find ourselves back on there, despite our best intentions,” the memo read.
While the company’s Facebook, Instagram, Snapchat and TikTok will go quiet at the end of the week, Lush adds that its Twitter, Pinterest, LinkedIn and YouTube channels will remain active so that “people can just pop along to check us out when they fancy.”