Lush has ended its years-long social media silence after joining Bluesky, marking the beauty retailer’s first return to a mainstream social platform since dramatically quitting the likes of Instagram, Facebook, TikTok and X.
The high street chain walked away from major social media platforms in 2021, saying it was taking “a firm stand against predatory algorithms, surveillance capitalism, and the systematic decay of online spaces”.
At the time, Lush said it was increasingly concerned about the impact some social media platforms were having on users’ mental health, particularly younger people.
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Now, almost five years later, the cosmetics retailer has launched an official presence on Bluesky, which it says offers greater transparency around how content is surfaced than rival platform X, formerly Twitter, as reported by What’s The Jam.
Announcing the move, Taniya De Abrew, Lush’s Global Head of Digital Marketing & Programmes, said the company’s departure from social media had never simply been about being “anti-social media”.
She said: “When the global business stepped away from Instagram, Facebook, TikTok, X, and Snapchat a few years ago, the internal conversation was not just a simple ‘we’re anti-social media’.
“It sparked a much bigger debate about what healthier digital spaces could look like, the responsibility brands carry within online ecosystems, and whether growth alone should always be the ultimate goal.”
De Abrew said her views on digital marketing had changed significantly during those discussions.
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She added: “It’s getting impossible to ignore the toll certain platforms can take on mental health, especially for younger audiences.
“When you look closely at how parts of the modern internet operate, it becomes really hard to separate ‘performance marketing’ from the wider societal impact of systems driven by predatory algorithms, outrage baiting, and surveillance capitalism.”
Lush said the decision to join Bluesky follows years of campaigning for healthier online spaces through initiatives including the Big Tech Rebellion and the Safer Socials Summit, alongside creators and organisations such as People vs Big Tech and ctrl+alt+reclaim.
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Rather than relying on polished influencer-style marketing, the retailer says it wants to use Bluesky to showcase authentic content from its own staff.
De Abrew said: “One of the things I’ve always respected about working at Lush is that the business rarely takes the easiest route.
“It could easily rely on constant discounts, endless promos, and marketing strategies designed around urgency and overconsumption. Plenty of brands do.
“Instead, there’s a genuine belief in product value, craftsmanship, and human connection over short-term wins.”
She said the company now plans to feature more content created by store staff and product experts, before bringing that same style into its website and app.
“Seeing Lush stores and key people launch accounts on Bluesky feels like the natural next step in a much longer conversation about what a healthier digital community can actually look like,” she said.
She added: “Away from the polished, predatory advertising machines, there’s finally room for real perspective, human connection, and shared culture.”
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