Can a Beauty Brand Thrive Without Social Media? Lush Thinks So

In today’s digital-driven market, social media seems essential for beauty brands. Yet, Lush, the UK-based ethical cosmetics company, is proving that it’s possible to succeed without it. In 2023, Lush made the bold decision to abandon social media altogether, opting for real-world experiences and strategic partnerships over likes, shares, and viral trends.

Why Lush Stepped Away from Social Media

Lush began distancing itself from platforms like Instagram, TikTok, and YouTube in 2021, citing concerns over user safety and mental health. By 2023, the company had fully disengaged, likening social media to “dark and dangerous alleyways.” In a decisive statement, Lush declared:

“We wouldn’t ask our customers to meet us down a dark and dangerous alleyway… Something has to change.”

This decision came with risks. The company experienced a $30 million drop in sales in 2023, mainly due to decreased digital traffic, particularly in the U.S. However, with annual revenues exceeding $1 billion, Lush demonstrated that alternative marketing strategies could sustain a brand—even without a social media presence.

A New Approach: Immersive Retail & Iconic Collaborations

Without social media, how does Lush engage customers? The company has shifted its focus to in-store experiences, revamping its 260 U.S. locations to offer interactive and immersive shopping experiences.

Strategic pop culture collaborations have also played a key role in maintaining the brand’s visibility. Notable partnerships include:

– Barbie – Capitalizing on the movie’s global success in 2023
– “Wicked” – Anticipating massive interest ahead of the film adaptation
– SpongeBob SquarePants – Tapping into humor and nostalgia
– Reality TV partnerships, such as working with Leah Kateb from Love Island

Even without directly engaging on social media, Lush stays plugged into digital trends. The rise of scalp care and “scalp facials” on TikTok dramatically boosted interest in their hair care products, contributing to a 264% spike in sales in early 2025—a clear sign that visibility isn’t dependent on direct social media interaction.

Staying True to Ethical Values

Beyond beauty, Lush remains committed to activism, expanding its ethical initiatives since leaving social media. Recent efforts include:

– A bath bomb campaign supporting Palestinian children
– Fundraising for wildfire relief in Brazil and Los Angeles
– A “shower protest” in front of UK Parliament advocating for human rights

Lush co-founder Rowena Bird, known for inventing the brand’s iconic bath bombs, believes activism should engage rather than alienate. She explains:

“You can’t just scold people into doing the right thing. Let them listen and decide for themselves. And… have fun.”

Redefining Influencer Marketing—Without Social Media

Although Lush has distanced itself from traditional influencer culture, it hasn’t abandoned the concept entirely. Instead of focusing on high-profile social media personalities, the company works with independent creatives and small-scale influencers, prioritizing grassroots engagement over fueling major tech platforms.

Bird is confident about Lush’s stance:

“Just do it. Your customers will really respect you. We don’t regret it at all.”

Can Other Brands Follow Lush’s Lead?

While Lush’s social media departure remains unconventional, its continued success challenges industry norms. Through immersive retail experiences, strategic collaborations, and value-driven activism, the company has remained relevant without an online presence.

Will other brands take a similar leap? Lush’s journey suggests that success in the beauty industry doesn’t rely solely on social media—brands that stay true to their values and engage creatively with consumers can thrive in an increasingly digital world, even without a constant online presence.