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In #Defense of Mental Health & Suicide Awareness: Brave Businesses are Abandoning Social Media

"We're talking about suicide here, not spots or whether someone should dye their hair blonde," Constantine continued, telling The Guardian: "How could we possibly suggest we're a caring business if we look at that and don't care?"

  • UK cosmetics company Lush shut down many of its social media accounts on Black Friday.

  • Lush cites that the Facebook / #Instagram / Whatsapp whistleblower's revelations about social media harms are being ignored.

  • CEO Mark Constantine says he's "happy to lose" $13 million from the reduced exposure.

The CEO of cosmetics retailer Lush says he's 'happy to lose' $13 million by deleting Facebook, TikTok, Snapchat accounts over teen mental-health harms

Lush's Facebook and Instagram accounts had a combined 10.6 million followers.

Cosmetics company "Lush" shut down its Facebook, Instagram, TikTok, and Snapchat accounts globally on Friday, citing its concern about the inherent risk factors and dangers of social media.

"In the same way that evidence against climate change was ignored and belittled for decades, concerns about the serious effects of social media are going largely ignored now," the company said in its press release earlier this week.

Lush's stance came just ahead of one of the hugest days of shopping and consumer spending all year, and the brand fully expected that losing its profit to millions of customers could harm its business. Yet CEO Mark Constantine actually embraces this tradeoff. "I'm happy to lose £10 million by quitting Facebook," he said, referring to the money ($13.3 million) he expects the company could lose by suspending its accounts for the globe's busiest shopping day.

"We've tightened up over the COVID period, it won't destroy us," Constantine told the press, adding that Lush had "no choice" given Meta's (Facebook/ Instagram's) own research about Instagram's adverse impact on teen girls' mental health.

Lush has taken public stands on various social issues in recent years, and previously quit Facebook and Instagram in 2019 because it was "tired of fighting with algorithms, though it ultimately returned to the platforms.

Lush does not stand alone there: multiple major advertisers boycotted #Meta's Facebook and Instagram platforms in 2020 only to return months later.

Yet Lush claims it's committed to staying off social media this time.

"We haven't done it as a PR stunt, we have done it for genuine reasons," Constantine told the press, adding that if the brand reversed course again, he'd "be a laughing stock." is not a site for personal disclosure of suicidal thoughts or behaviors. If you or someone you know are in crisis, please call 911 or go to your nearest emergency department for assistance.

You are never alone. Call 1-800-273-TALK (8255) if you’re thinking about suicide.

The National Suicide Prevention Lifeline at 1-800-273-TALK (1-800-273-8255). It is available 24 hours a day, 7 days a week and is staffed by certified crisis response professionals.

You can find help in locating a mental health professional by consulting with your health care provider, Employee Assistance Program, the National Suicide Prevention Lifeline (1-800-273-TALK), or the National Mental Health Information Center (

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