Soap Opera: Washing Off Social Platform

In November 2021, Lush announced it would stop posting on Facebook, Instagram, TikTok, and Snapchat globally, citing concerns about mental health, algorithm manipulation, and harmful content. The move reads like a high‑drama protest more than a marketing pivot. While Lush claimed to “turn its back” on major platforms, critics note it still maintains brand visibility via other channels and uses influencer strategies.