Lush Cosmetics: How They Made It Without Social Media

In this episode of Create, we explore how Lush Cosmetics built a $400M+ brand — without relying on social media. In 2021, Lush made headlines for quitting Instagram, TikTok, and Facebook entirely. But they didn’t stop creating content. Instead, they shifted their focus to longer-shelf-life formats like blogs, YouTube, and in-store experiences that aligned with their mission. This episode unpacks why their anti-algorithm stance worked, and what your brand can actually learn from it — even if you’re not ready to leave social altogether. In this episode, we cover: Why Lush quit major platforms — and what changed after How they still attract user content without reposting The difference between sustainable content and fast content What made this move work for Lush (and why it wouldn’t for everyone) How to rethink content without compromising your sanity