Social media has become an almost essential part of the marketing mix for consumer brands. From building awareness and engaging customers to launching products and driving sales, platforms such as Instagram, TikTok and Facebook offer plenty of opportunities to reach and influence consumers. But what happens when a brand decides to walk away?
Back in November 2021, Lush made headlines when it announced it was stepping away from Facebook, Instagram, TikTok and Snapchat, citing concerns about user safety, data privacy and the impact of social media on mental health.
It was a bold move, particularly for a consumer brand with millions of followers and a strong visual identity that seemed perfectly suited to social media.
Fast forward five years and Lush is still going strong. It’s reported revenue reached £736.2 million in 2025, up from £672.7 million the previous year. Plus, it’s continuing to champion this position through its latest Safer Socials campaign.
It’s an interesting case study in brand positioning, marketing strategy and the importance of knowing what your business stands for.
A brand prepared to challenge convention
Lush’s decision wasn’t a marketing stunt. It was rooted in concerns about the way social platforms operate and their potential impact on users, particularly younger audiences.
At a time when most brands were investing more heavily in social media, Lush chose to take a different route.
And that’s the first lesson for other businesses: your marketing strategy should reflect your brand values, not simply follow industry trends.
Of course, walking away from social media isn’t a decision that would make sense for everyone. But Lush demonstrated the importance of being clear about what matters to your business and having the confidence to act accordingly.
Finding new ways to connect
So, without relying on some of the biggest social platforms, how do you keep connecting with customers?
Lush hasn’t disappeared from the digital world. Instead, it has invested in other ways to build relationships with its audience.
According to Digiday’s October 2026 interview with Lush, the brand has placed greater emphasis on its own channels, including its mobile app and email database, alongside collaborations, content creators and in-person experiences.
Its app now has 2.8 million users, while its global email marketing reaches more than six million people.
Importantly, Lush hasn’t rejected influencer marketing or every social platform. It continues to work with creators, investing in people more than platforms, and has maintained an organic presence on platforms including YouTube and Pinterest.
This is an important distinction. It’s not about abandoning digital engagement, it’s about being more selective about where and how you communicate.
For other brands, it’s a reminder that social media works best as part of a wider communications strategy. PR, influencer relationships, email, partnerships and real-world experiences all complement social activity.
Five years on: is the strategy paying off?
Lush’s reported revenue grew from £672.7 million in 2024 to £736.2 million in 2025. The business attributes its performance to a combination of factors, including product launches, retail activity, brand collaborations and online customer communities.
Its collaborations with recognisable names have also helped generate attention and introduce products to new audiences.
It’s tempting to conclude that leaving social media was the secret to Lush’s success, but that would be too simplistic. The business has acknowledged that paid social wasn’t a significant part of its marketing budget even before it stepped away.
Nevertheless, its experience highlights an important point: there is no single marketing formula that works for every brand. The key is finding the right combination of channels to achieve your objectives.#
From stepping away to campaigning for safer socials
Perhaps the most interesting development is that Lush hasn’t allowed its original decision to become a moment in its brand history and then quietly moved on.
Instead, it’s continued to build on that position. Its 2026 Safer Socials campaign takes the conversation further, encouraging people to think about the impact of social media and calling for safer, more responsible online spaces.
The campaign includes a dedicated Safer Socials website, bringing together resources and organisations working towards positive change.
There’s also a product-led element: a limited-edition Ctrl shower gummy, with 75% of its sale price, excluding tax, going towards organisations supporting safer online spaces.
It’s a good example of how a brand can turn a long-standing belief into an engaging consumer campaign. Rather than simply repeating a message, Lush has created opportunities for customers to discover more, get involved and support the cause.
Because this position has been consistent over several years, the campaign feels like a natural extension of its brand identity.
What can other brands learn from Lush?
We’re certainly not suggesting that every brand should follow Lush’s lead and close its social media accounts! For many businesses, social media is an incredibly valuable way to reach new audiences, build awareness and engage directly with customers.
When thoughtfully planned and managed, it can be a hugely effective part of an integrated PR and marketing strategy.
But Lush’s story does offer some useful food for thought:
1. Don’t be on a platform just because everyone else is
Understand your audience, where they spend their time and which channels are most relevant to your objectives.
2. Make your brand values meaningful
Consumers want to know what brands stand for, but values need to go beyond words on a website or a social post. They should influence business decisions and behaviour.
3. Think beyond likes and followers
Reach and engagement are useful measures, but building loyal customers and meaningful relationships is just as important.
4. Embrace an integrated approach
Social media, PR, influencer marketing, email, events and partnerships all have a role to play. The magic happens when these channels work together.
5. Be consistent
Lush has maintained its position for five years and is now building a wider campaign around it. That consistency has helped turn an initial decision into a recognisable part of its brand identity.
The bigger picture
What we find particularly interesting about Lush is that it hasn’t simply walked away from social media and hoped for the best. It’s continued to find creative ways to connect with customers, build communities and generate conversation.
There is no one-size-fits-all approach to marketing. What works brilliantly for one brand might be completely wrong for another. The key is understanding your audience, knowing what you want to achieve and choosing the right channels to bring your brand to life.
Ultimately, it’s not about being everywhere. It’s about being in the right places, saying something meaningful and giving people a reason to connect with your brand.
At Escapade, we believe great marketing starts with understanding your audience and choosing the right ways to reach them. Visit our contact page to arrange a chat!
Interested in reading more about marketing strategy? Read our blog 5 Signs Your Marketing Strategy Needs a Rethink.
Sources
Blog Cover Image: puhimec/istockphoto.com
https://cosmeticsbusiness.com/lush-reports-full-year-2025-results
https://digiday.com/marketing/how-lush-quit-social-media-ads-and-still-drove-growth
https://weare.lush.com/press-releases/safer-socials-campaign-2026/
