Lush Drops Social Media Ads And Sees Growth
Lush quit social media ads in 2021 and still drove growth, according to Digiday. The company's decision was based on concerns over data privacy policies and algorithms.
Original reporting · digiday.com
Original: “How Lush quit social media ads and still drove growth”
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Key points from Digiday’s report
- Lush quit social media ads in 2021 due to concerns over data privacy policies and algorithms
- The company has seen growth despite exiting social media advertising
- Lush has diversified its marketing efforts, focusing on areas such as its mobile app, brand collaborations, and in-person events
- The company's approach has allowed it to reduce its dependence on social media platforms and explore alternative ways to reach customers
- Social media ad revenues continue to rise, but marketers are becoming increasingly aware of the need to diversify their ad spend
Lush, a U.K.-based beauty brand, made a significant decision in 2021 to stop advertising on social media platforms, including Instagram, Facebook, TikTok, and Snapchat, Digiday reported. This move was prompted by concerns over data privacy policies and algorithms. The company's exit from these platforms was finalized after a Facebook whistleblower exposed the harm caused to teen mental health.
Lush's head of marketing for North America, Julia Hamfelt, stated that the company has not returned to these platforms for posting or paid advertising. Instead, marketing dollars are being allocated to other areas such as the company's mobile app, brand collaborations, and in-person events. The exact spend figures for these initiatives were not disclosed.
The decision to leave social media may seem counterintuitive to some marketers, as it could result in losing potential shoppers and brand visibility. However, Lush's approach has been to invest in people rather than platforms. The company has chosen to engage with a large community of creators and influencers, but without paying for advertising on social media.
According to Jeremy Ekes, vice president of client service and strategy at January Digital, paid social media advertising is primarily used to drive reach. However, Lush has found alternative ways to connect with its customers, such as through its mobile app and email marketing. The company's mobile app has a significant user base, and its email marketing efforts reach a large number of people worldwide.
Lush has also focused on cross-brand collaborations, which have generated substantial sales and driven retail traffic. The company has partnered with popular brands to create limited-edition collections, resulting in increased brand exposure. Although exact sales figures were not provided, the collaborations have been successful in driving growth.
Lush has not completely abandoned social media, but rather has taken a more selective approach. The company has launched its own Substack account and joined Bluesky, and maintains an active presence on YouTube and Pinterest. However, its approach to these platforms is organic and unpaid, focusing on creating content and engaging with users without paying for advertising.
The company's decision to exit social media advertising has not hindered its growth. In fact, Lush has seen an increase in revenue, with its 2025 annual earnings reaching £736.2 million. This growth can be attributed to various factors, including new product launches, cross-brand collaborations, and online customer forums. Lush's approach has allowed it to diversify its marketing efforts and reduce its dependence on social media platforms.
Digiday reported that social media ad revenues have continued to rise, reaching $117 billion in 2025. However, marketers are becoming increasingly aware of the need to diversify their ad spend across multiple channels. This shift is driven by concerns over data privacy and the impact of social media on mental health. As a result, companies like Lush are reevaluating their marketing strategies and exploring alternative approaches to reach their customers.
Questions and answers
Why did Lush quit social media ads?
Lush quit social media ads due to concerns over data privacy policies and algorithms, according to Digiday.
How has Lush's decision affected its growth?
Despite exiting social media advertising, Lush has seen an increase in revenue, with its 2025 annual earnings reaching £736.2 million.
What alternative marketing strategies has Lush explored?
Lush has focused on areas such as its mobile app, brand collaborations, and in-person events, and has also launched its own Substack account and joined Bluesky.
