The decision to “become anti-social” was not one the brand took lightly, citing concerns over mental health and digital well-being.
At the time, the company issued a statement which read in part:
“We wouldn’t ask our customers to meet us down a dark and dangerous alleyway – but some social media platforms are beginning to feel like places no one should be encouraged to go…we hope that platforms will introduce strong best practice guidelines, and we hope that international regulation will be passed into law. But we can’t wait. We feel forced to take our own action to shield our customers from the harm and manipulation they may experience whilst trying to connect with us on social media.”
Lush Company Statement, 11/26/2021
In an era dominated by beauty brands in the social commerce space, it was considered a bold move that caught the attention of other industry stakeholders due to the risk of alienating potential online beauty shoppers.
Indeed, according to market research firm Statista, “In the first half of 2024, roughly 6.2 percent of online sales in beauty came from social commerce in North America, [and] of this, TikTok Shop contributed to the largest market share with around 2.6 percent, followed by Temu and eBay with 1.5 and 1.2 percent, respectively.”
Three years later, CosmeticsDesign US caught up with Jack Constantine, Chief Digital Officer at Lush, as he reflected on the move, including the risks and rewards, and examined how the company has grown in its efforts to connect with consumers outside of major social media platforms authentically.
The decision to depart
Today, Constantine shared that the departure from Instagram, TikTok, Facebook and Snapchat was not without its challenges, which were “significant, relinquishing over 10 million followers and the immediate reach they provided.”
Yet, he remained firm that in the current landscape, the grip of Big Tech is loosening, “as these platforms have been given faces,” he explained, adding that “they were all front and center at Trump’s inauguration, so I think more people are getting it now, and we will see even more users migrate towards other platforms that offer similar services in a more decentralized manner, like Bluesky.”
Despite the departure, Lush’s customers continue to discuss the brand online, he confirmed. “We’ve always been an intrinsically social brand, and that hasn’t changed: our customers continue to talk about our products and share their experiences on social platforms which they feel comfortable using.”
Building owned platforms
Without traditional social channels, Lush instead redirected its focus towards its own platforms. “Our main strategy now is to focus on investing in and developing our own platforms as social tools, as well as communication and commerce platforms,” said Constantine.
The numbers reflect growing consumer engagement: Lush now counts 1.75 million app users, with one million opting in for push notifications and six million subscribers to its global newsletter, he shared. “We engage with our dedicated Lush Community on Discord, which is a great space to receive immediate feedback and direction on what our community would like to see more of or less of.”
Video content has also become a pillar, with a popular YouTube channel hosting regular ‘Lush Reveals’ on product launches and campaigns. “We’re continuing to monitor the moderation and safety of these platforms whilst also keeping an eye on the rise of alternative social media platforms like BlueSky,” Constantine added.
Reimagining brand-consumer interactions
At the center of Lush’s new digital presence is a focus on privacy, personalization and community. “We’re focusing on enhancing our owned digital spaces,” Constantine shared. For example, he illustrated, “The Lush App serves as a central hub for personalized content, ethical storytelling, and exclusive experiences, all designed with user privacy and well-being in mind.”
He emphasized that the brand’s goal goes beyond sales. “It’s not just about selling products — it’s about building a space where our community feels seen, heard and respected,“ he said, adding that ”we believe this signals the future of brand-consumer interactions: more conscious, more human and more values-aligned.”
Advice for brands considering the shift
For brands weighing a similar move, Constantine offered measured guidance. “Ultimately, brands have to do what feels right for them,” he advised. “It’s a big move,” he added, “and unless you fully believe in the reasons behind leaving, it will be difficult to commit to long term.”
He recommended starting small: “If you have the ability to do so, I would always advocate for experimenting on the smaller, decentralized platforms,“ he explained. ”You will often find more engaged users in these spaces, which is more worthwhile for community building.”
His broader advice: “Invest in community, not just clicks, [and] test small, iterate often, and explore partnerships with ethical platforms and tech providers, [as] our experience shows that investing in authentic, value-driven engagement can lead to sustained customer loyalty.”
The future of ethical digital spaces
Looking ahead, Constantine sees that “the shift towards ethical digital spaces reflects a growing consumer demand for transparency, privacy and well-being.” This trend, he added, “is influencing not only beauty and personal care brands but also the broader digital ecosystem.”
He also called on brands to take an active role in addressing misinformation and digital safety. “In this ever-changing day and age, brands have the opportunity to take responsibility and foster ethical and transparent digital communities. At Lush, we’ve long committed to human-crafted content, clear communication and user privacy.”
By leading with values, Constantine believes brands can help build a healthier digital environment. “By leading with our values, we aim to contribute to a more trustworthy and compassionate digital environment,” he concluded.