Lush Launches Safer Social Campaign

In 2021, Lush stepped away from major social media platforms over concerns about their impact on people’s well-being. Five years later, that decision looks increasingly relevant.

According to recent data pulled from Incogni, 55% of people say they post less than they did five years ago, while nearly half (47%) have deleted a social media or messaging app because of stress or anxiety. More than half also say maintaining an online presence feels like work, rising to 60% among Gen Z.

Andrew Butler, Lush Campaigns Manager, commented:

“For many of us, social media was a seemingly harmless way to connect with people, to document and share moments in our lives. Along the way, things took a sinister turn, as social media companies seemed to prioritize profit over the well-being of the people using their platforms… 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.”

While stepping away from major social platforms once seemed like a risky move, Lush has continued to build community through more direct channels, including its app, email and experiential programming.

With its 2026 Safer Socials campaign, Lush is acting beyond simply stepping away from major platforms. 

The campaign gives consumers a place to learn more about the issues shaping today’s online landscape and join the conversation around creating safer digital spaces.

As part of this campaign, Lush will be launching safersocials.com, with resources and links to organizations that are helping to build and advocate for a safer social world, as well as helping people of all ages build healthier social media habits. 

It also contains a timeline of Lush’s extensive Digital Rights work over the past decade. 

Lush is also offering a ‘ctrl’ key-inspired shower gummy as part of the campaign and its Lush Giving initiative.