Lush, the U.K.-based beauty brand, stopped paid advertising on Instagram, Facebook, TikTok and Snapchat in 2021, citing concerns over data privacy and teen mental health. By 2023, it also left X after Elon Musk’s takeover. Instead, Lush invested in its app, email marketing and in-person events, and built partnerships with creators. The company’s app now has 2.8 million users and its email marketing reaches more than 6 million globally.
Lush reported £736.2 million in revenue for 2025, up from £672.7 million in 2024, according to its June earnings report. The company credits new product launches, cross-brand collaborations and online customer forums for its growth. Collaborations with brands such as Hello Kitty and Minecraft generated around £34 million in sales. Lush maintains organic activity on YouTube and Pinterest, and launched its own Substack and Bluesky accounts.
Paid social was not a major part of Lush’s ad budget before the change. The company’s approach contrasts with industry trends, as social media spend continues to rise and marketers seek to diversify their media mix. Recent regulatory actions, such as Meta’s $25 billion penalty and moves to restrict social media for children, have increased scrutiny of the platforms.
