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Lush went off the grid on November 26, deactivating its accounts on Facebook, Instagram, Snapchat and TikTok and stepping away from one of the most prominent arteries connecting brands and consumers. Coming off Facebook and Instagram is expected to result in an estimated £10 million ($13.3 million) hit to sales.
The U.K.-based cosmetics company said it was quitting out of concerns for its consumers’ mental health, referencing the recently reported revelations that Facebook has research to prove the harm it brings its users, especially teen girls, but does little to mitigate the impact.