Lush made waves (or should we say, fizzed up the conversation) in 2021 by announcing they were quitting social media, calling platforms like Instagram, Facebook, TikTok, and Snapchat a "crazy" and toxic relationship. Lush US followed suit in 2023, reinforcing their stance on mental health and data privacy concerns.
But did they really ghost social media? Let’s break this down.
They Didn’t Dissolve off of Social Media Completely
Despite the corporate breakup with social platforms, Lush’s individual stores are still sudsing up Instagram. These locations may be operating under strict brand guidelines, but their presence ensures the brand keeps bubbling up in local communities. So, did Lush HQ really “leave,” or did they just change the way they show up?
Scrubbing the Algorithm in Favor of Owned Channels
Rather than bathing in third-party platforms, Lush pivoted HARD into email marketing and its proprietary app. With over 500,000 email subscribers and 1.75 million app users, they no longer need Meta’s algorithms to stay in the conversation. They’ve essentially built their own tub to soak in, where they control the temperature, the bubbles, and the experience—no creepy ad-driven algorithms lurking in the background.
Anti-Social or Just a Fresh Coat of Marketing?
Lush may have ditched some social channels, but they’re still very much alive on YouTube and Pinterest. And while they say they’re still on LinkedIn, does consumer marketing really lather up well over there?
More importantly, the conversation around Lush never stopped. Beauty influencers, content creators, and die-hard fans keep the brand alive on Instagram and TikTok—completely on their own dime. Lush has basically outsourced its social presence to the people who were already shouting about it from the rooftops (or, in this case, their bathtubs).
Why Lush Can Pull This Off (And Most Brands Can’t)
Not every brand can get away with stepping out of the social media whirlpool, but Lush is in a unique position. Their 2003 U.S. expansion and explosive growth gave them a cult-like following. By the time they “quit” social in 2021, they weren’t relying on it to build an audience—they had already amassed a loyal legion of bath bomb enthusiasts ready to spread the word for them.
The Truth: A Controlled Narrative, Not a Goodbye
Lush didn’t quit social media; they just changed the game. They shifted control to their own audience, their own channels, and their own story. Their app, email list, affiliates, and die-hard fans do the heavy lifting. It’s a rebrand, not a retreat.
Is This Strategy a Marketing Masterstroke or Just a Great PR Rinse?
Would this strategy work for smaller brands, or is it only possible when you’ve already built a community willing to do the marketing for you? For brands still trying to make a splash, quitting social could mean drowning in obscurity. But Lush proves that when you own your audience, you don’t need to rent space in someone else’s algorithm.
Would you ever take your brand off social media, or is this a move only for the big fish? Let’s discuss.
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