The company shut down its social media accounts due to its concern about the harms of social media.
The company said in a press release that concerns about the serious effects of social media are going largely ignored now that evidence against climate change has been ignored for decades.
The brand knew that losing its customers to other brands could hurt its business, and they made the announcement just before one of the biggest days of the year.
Mark Constantine actually accepted that tradeoff.
He told The Guardian that he was happy to lose $10 million by quitting Facebook.
According to The Guardian, the accounts of Lush had over 10 million followers.
"We've tightened up over the Covid period, it won't destroy us," Constantine told The Guardian, adding that Lush had "no choice" given Meta's own research about the adverse impact on teen girls' mental health.
"We're not talking about whether someone should dye their hair blonde or not, we're talking about suicide, and how could we possibly suggest we're a caring business if we don't care?" Constantine asked The Guardian.
In recent years, Lush has taken public stands on various social issues, and previously quit Facebook and Instagram because it was "tired of fighting with algorithm."
Many major advertisers boycotted Meta's platforms in 2020 after George Floyd's death, only to return months later.
It's committed to staying off social media this time.
Constantine told The Guardian that if the brand reversed course again, he would be a laughing stock.
