Lush has decided it will be closing its accounts on Facebook, Instagram, Snapchat and TikTok until the social media sites prioritise the protection of users from harmful content.

The campaigning beauty retailer said it had "had enough" after allegations were released by ex-employee Frances Haugen, who claims that the company place profit ahead of public welfare.

Lush chief digital officer, Jack Constantine, believes that some social media platforms are "beginning to feel like places no one should be encouraged to go" adding that the social media contradicts the main aim of the company: helping people unwind and look after themselves.

The Poole-based retailer has in the past run several campaigns throughout the years linked to social causes and have therefore always been aware of the dangers social media can present.

"When it gets to a point that our customers" well-being is being put in jeopardy because of the channels on which we are trying to connect with them, then something doesn't sit right for us," Constantine said.

This is the second time the company has said it is quitting social media, announcing the same plan back in 2019. The company blamed 'the fear of missing out for the relapse, hoping that social media platforms would introduce strong safety guidelines and that new laws would be passed to protect users.

Now, the company are set on shielding their customers from "the harm and manipulation they may experience while trying to connect with us on social media".

All Lush's brand, retail and people accounts around the world will close from Friday. The company will continue to have a presence on Twitter and YouTube.

The allegations

The former product manager of Facebook disclosed thousands of internal company documents after becoming frustrated that the company was not publicly acknowledging the harm its platforms cause.

The allegations include those such as Facebook being aware that its products were damaging to the mental health of teenagers as well as fomenting ethnic violence in countries such as Ethiopia and were failing to curb misinformation before the 6th January Washington riots.

In response to Haugen's accusations, Facebook said it continued to make significant improvements to tackle the spread of misinformation and harmful content, adding: "To suggest we encourage bad content and do nothing is just not true."