In a bold marketing move, Lush UK breaks up with social media

A company spokesman said the #LushCommunity hashtag will take over as an ‘opportunity for [its] customers to connect one-on-one with people within Lush based on the various categories.’

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Beauty brand Lush Cosmetics is saying goodbye to its Facebook, Instagram and Twitter profiles.

The United Kingdom-based retailer recently declared that it was “tired of fighting with algorithms” and did “not want to pay to appear in [fans’] newsfeed[s].” Instead, Lush UK will move its customer communications to its newsletter and website, offering customer service through phone, email and its live chat feature.

Instead of its own social media accounts, beauty influencers and consumers can share recipes, stories and feedback online through the hashtag #LushCommunity. However, the company didn’t specify how it plans to engage with people through the hashtag.

Lush UK’s social media team announced its move through an Instagram post:

The team also spread the announcement across social media platforms with a Facebook post and Twitter thread:

We're switching up social.

Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed.

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