LUSH has made a return to social media, joining Bluesky.
The move comes nearly five years after the company left major platforms over concerns about mental health.
In 2021, the cosmetics retailer quit Facebook, Instagram, TikTok, Twitter/X, and Snapchat, taking what it called a "firm stand against predatory algorithms, surveillance capitalism, and the systematic decay of online spaces."
Taniya De Abrew, Lush's global head of digital marketing and programmes, 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."
The company has now joined Bluesky, a platform it describes as offering greater transparency around content surfacing than Twitter/X.
This marks Lush's first return to a mainstream social channel since its departure in 2021.
The company said the move to Bluesky follows years of advocacy for healthier online spaces.
It has taken part in campaigns such as the Big Tech Rebellion and the Safer Socials Summit, and has worked alongside groups like People vs Big Tech and ctrl+alt+reclaim.
De Abrew said the company plans to use Bluesky to share authentic content created by its staff, rather than adopting a "polished influencer-style" approach.
She said: "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."
She said that content from store staff and product experts will be prioritised on the new platform, with the long-term aim of bringing this approach to Lush's website and app.
De Abrew said: "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."
