Ethical beauty brand Lush has announced it is switching off its social media channels.
Set to take effect in the next week, the brand, ironically, took to social media to make the announcement.
In a statement to its 569,000 Instagram followers Lush UK said: “We are tired of fighting with algorithms, as we do not want to pay to appear in your newsfeed.
“So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead.
“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.”
As a solution, the brand is encouraging customers to interact one-to-one through its #LushCommunity, which can be accessed online or by phone.
Six channels will be affected, including Lush UK, Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla across Facebook, Twitter and Instagram.
However, Lush North America and individual store accounts will remain.
Lush UK toldCosmetics Business: “This is the first, exploratory step in Lush UK cutting out the middleman between ourselves and the Lush Community.”
The news comes as the beauty sector in particular has come under fire for the use of paid advertising with influencers.