While Lush’s “Be Somewhere Else” campaign launched back in 2021, its stance feels even more radical today.

In a world where competition for attention has never been fiercer — where brands are paying more for less and algorithms dictate everything — Lush’s decision to walk away from social media still stands as one of the boldest moves in modern marketing.

In 2021, the brand made headlines by quitting TikTok, Instagram, and Facebook under the banner Be Somewhere Else, calling out the negative impact these platforms have on mental health and wellbeing. It wasn’t a short-term PR play; it was a values-driven protest against the systems shaping modern attention.

Two years later, in 2023, Lush doubled down — posting a follow-up about the Facebook Files and the documented social harms of platforms like Facebook, Instagram, and Snapchat. It was clear: this wasn’t a one-off campaign, but an ongoing commitment to ethical marketing and digital responsibility.

How it’s worked for them

For many brands, leaving social media would be commercial suicide. But Lush understood their audience better than most. Their customers — especially younger ones — were already sceptical of performative purpose and corporate greenwashing. Lush’s stand only deepened their trust.

Without the constant hum of social content, Lush has channelled its energy into what it can own — its stores, packaging, website, and community-led campaigns. Their retail spaces became social experiences. Their products became content. Their actions became their marketing.

Far from fading, Lush has cemented its cult status — showing that when your brand has a strong enough sense of self, silence can make you louder.

Why it matters now

Fast-forward to 2025, and the landscape Lush walked away from is even noisier. CPMs are up, attention spans are down, and brands are locked in a race to outspend each other on the same platforms.

Lush’s decision now looks less like rebellion and more like foresight — a reminder that clarity of purpose is still the most valuable currency a brand can own.

For marketers, it’s a call to reassess what visibility really means. Maybe the most radical move isn’t showing up everywhere — it’s knowing where you don’t need to be.

We love brands that think long-term and act with conviction.
If you’re ready to build that kind of brand, let’s talk.