Lush has launched a campaign to raise awareness of the “harm caused by big social media” platforms and “take power back from big tech”.

The campaign has rolled out across the British bath bomb maker's entire store portfolio in the UK, EU, USA and Canada to raise awareness of social media’s impact and create healthier habits.

Lush has also launched website safersocials.com, with resources and links to organisations helping to build and advocate for a “safer social world”.

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It is designed to help people of all ages build healthier social media habits, and contains a timeline of Lush’s Digital Rights work over the past decade.

Lush suspended all of its social media profiles in November 2021, despite having more than eight million followers on Instagram (across a combined 555 IG accounts) and three million Facebook followers (across 517 accounts).

The company’s anti-social media strategy rocked the industry, with Lush stating it would stick to this hiatus until these sites “do a better job of protecting users from harmful content”.

Alongside the new Safer Socials campaign, Lush is also selling a new giving product for the duration of the Ctrl shower gummy.

Some 75% of the sale price (minus tax) will be donated to supporting groups taking power back from big tech.

“For many of us, social media was a seemingly harmless way to connect with people, to document and share moments in our lives,” said Andrew Butler, Lush’s Campaigns Manager.

“Along the way, things took a sinister turn, as social media companies seemed to [prioritise] profit over the wellbeing of the people using their platforms.

“Who has not found themselves ‘doomscrolling’ and wondering why they cannot stop?

“Turns out the platforms are addictive by design, keeping us scrolling so our data can be harvested and monetised.”

Despite leaving traditional platforms in 2021, Lush returned to social media in June 2026 via Bluesky, a decentralised social media platform that serves as a popular alternative to X (previously known as Twitter) – with a similar theme and posting methods.

The retailer’s decision to join Bluesky follows a “detailed review of the platform and how it has evolved”, a spokesperson said at the time.

Butler added: “When we see the proliferation of hate speech online, that spills into violence on our streets, where is the accountability for those who allow this to happen on the platforms they own?

“This campaign hopes to engage people in conversations about what social media has become, and how we might be able to work together to stop the harms currently being caused, and build a better, safer, digital future instead.”

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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