Why this cosmetics giant refuses to advertise on social media

Cultures · Published 3 October 2026 Swipe more like this →

In short: From dumping horse manure at Parliament to deleting TikTok, Lush has built a global empire on a radical refusal to play by the rules. While most brands chase clicks, this British retailer relies on a unique 'no advertising' policy and high-stakes political activism.

Founded in 1995 by Mark and Mo Constantine, Lush began in Poole, England, with a mission rooted in ethical manufacturing. Before launching Lush, the co-founders were major suppliers to The Body Shop, a relationship that ended in the early 1990s when the retailer bought out their manufacturing rights for £6 million. This transition allowed the Constantines to establish a brand defined by its refusal to use traditional advertising, celebrity endorsements, or TV campaigns, opting instead for user-generated content and 'random acts of kindness' by staff.

The company's identity is inseparable from its controversial activism. Lush has famously protested EU legislation regarding animal testing by dumping horse manure outside the European Parliament in 2006. More recently, in 202 and 2021, the brand took a stand against the mental health impacts of social media, choosing to remove its presence from platforms like Facebook, Instagram, and TikTok. Their activism extends to global politics, including supporting Palestinian human rights and, in 2026, ending a partnership with the Download Festival over policies regarding transgender access to toilet facilities.

Despite its ethical branding, the company has faced significant internal challenges. In 2018, Lush Australia admitted to owing over $2 million in back pay to 5,000 employees. In North America, the company has faced allegations of union-busting and poor working conditions during unionization drives in 2020. Nevertheless, Lush remains a massive global force, operating in 51 countries and maintaining a strict vegetarian and largely vegan product line, often utilizing fresh ingredients like avocado butter and coconut.

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