Lush ends social media silence as it joins Bluesky platform following stand against toxic digital spaces
British beauty retailer Lush has joined social media platform Bluesky, pitched as an alternative to X (formerly known as Twitter) due to its ‘greater transparency around how content is surfaced’. It famously departed all social media platforms in 2021, labelling the move "a firm stand against predatory algorithms, surveillance capitalism, and the systematic decay of online spaces."
In an online post, Taniya De Abrew, Global Head of Digital Marketing & Programmes at Lush, said: "When the global business stepped away from Instagram, Facebook, TikTok, X, and Snapchat a few years ago, the internal conversation was not just a simple "we're anti-social media." It sparked a much bigger debate about what healthier digital spaces could look like, the responsibility brands carry within online ecosystems, and whether growth alone should always be the ultimate goal. Being close to those conversations over the last few years completely shifted how I think about digital marketing."
"It’s getting impossible to ignore the toll certain platforms can take on mental health, especially for younger audiences. When you look closely at how parts of the modern internet operate, it becomes really hard to separate "performance marketing" from the wider societal impact of systems driven by predatory algorithms, outrage baiting, and surveillance capitalism."
She added: "One of the things I’ve always respected about working at Lush is that the business rarely takes the easiest route. It could easily rely on constant discounts, endless promos, and marketing strategies designed around urgency and overconsumption. Plenty of brands do. Instead, there’s a genuine belief in product value, craftsmanship, and human connection over short-term wins."
"That mindset extends beyond the products themselves. It’s been incredibly inspiring to see how seriously topics like ethical sourcing, biodiversity, social justice, and digital wellbeing are taken alongside commercial priorities. If something feels fundamentally misaligned with the business's values, there’s a willingness to question it rather than simply accept "that’s just how the industry works."
“That thinking is what led Lush to step away from major social platforms in the first place, and why the business has continued to push for better standards through initiatives like the Big Tech Rebellion and the Safer Socials Summit, alongside creators and tech justice groups like People vs Big Tech and ctrl+alt+reclaim."
She added that seeing Lush stores and key people launch accounts on Bluesky feels like the natural next step in a much longer conversation about what a healthier digital community can actually look like.
"This shift aligns with the broader digital vision being set internally. Lush's Digital Director, Nicole Belling, is on a mission to bring the genuine authenticity and helpfulness of shopfloor staff back onto the digital estate. Using our incredible store teams and experts who possess a deep wealth of knowledge, passion, and understanding instead for our how-to-use content and showcasing the products online vs using super polished/edited videos. The goal now is to uplift and showcase those real human voices and stories."
"As part of this, there are plans to bring that raw, conversational Bluesky video content directly into the web and app ecosystems. It is a really exciting way to weave that classic, face to face retail magic right back into the e-commerce environment. Away from the polished, predatory advertising machines, there’s finally room for real perspective, human connection, and shared culture."
2026 RTIH Innovation Awards
Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
