Lush reveals impact of deleting social media one year ago

Lush has published a report detailing how it has performed over the last 12 months since it stepped away from social media platforms including Instagram, Facebook, TikTok, and Snapchat.

On 26 November 2021, Lush walked away from leading social media platforms. The company will not return to Instagram, Facebook, TikTok, and Snapchat until they take action to provide a safer environment for all users.

Over the past year, the global brand has invested in new ways to connect and build better communication channels elsewhere.

Mark Constantine, OBE, Co-Founder, CEO, and Product Inventor, commented: “I’ve spent all my life avoiding putting harmful ingredients in my products. There is now overwhelming evidence we are being put at risk when using social media. I’m not willing to expose my customers to this harm, so it’s time to take it out of the mix.”

In all 48 markets where Lush operates, customers are encouraged to engage with the brand elsewhere, such as YouTube. Lush has also invested over £7 million in retail, given away 100,000 free bath bombs, launched new products, an app that tracks the physical benefits of bathing, and campaigned globally on human rights issues and climate change.

Determining the financial impact of Lush stepping away from the largest online social media platforms is not clear-cut. However, after leaving the leading social media platforms, Lush reported its highest Christmas retail trading figures in two years. UK retail sales for the 5 weeks to 26 December 2021 reached £41.8 million, which is up 20% overall compared to the same period the previous year.

Sales growth from its 104 UK stores was up 54.4% compared to 2020 and it also recorded a pre-tax profit of £29 million in its FY22 audited accounts, up from a loss of £45 million the previous year. E-commerce sales were down 34.3% versus 2020, but up 108.4% versus 2019. However, it is unclear how much the impact of COVID-19 imposed lockdowns impacted 2020 sales figures.