Lush is closing its UK social media accounts.
Announcing the move on Twitter, it said it was "tired of fighting with algorithms" and did not want to "pay to appear" in newsfeeds.
“Lush has always been made up of many voices, and it’s time for all of them to be heard. We don’t want to limit ourselves to holding conversations in one place, we want social to be placed back in the hands of our communities - from our founders to our friends,” it added.
Lush UK has 569,000 followers on Instagram, 423,143 on Facebook (which includes a chatbot) and 202,000 on Twitter. But it will now shut down the Lush UK, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla accounts across Facebook, Twitter and Instagram.
Lush North America will, however, remain in operation.
The retailer is set to try a new approach to social media (exact details have yet to be revealed) and is encouraging customers to use the hashtag #LushCommunity.