Cosmetics firm Lush has quit social media in the UK saying it was 'tired of fighting with algorithms'.
Lush announced the news on Twitter this week saying that they did not want to 'pay to appear on newsfeeds'.
The cruelty-free retailer, which sells soaps, bath bombs and other skincare products, have now advised their customers to contact them by email, phone or via its website.
With their departure from social media, LushUK will be losing hundreds of thousands of followers; 202,000 Twitter followers, 569,000 Instagram followers, and more than 423,000 likes on Facebook.
"Lush has always been made up of many voices, and it’s time for all of them to be heard. We don't want to limit ourselves to holding conversations in one place, we want social to be placed back in the hands of our communities – from our founders to our friends,” a spokesperson from Lush said in a statement.
They added: “We're a community and we always have been. We believe we can make more noise using all of our voices across the globe because when we do we drive change, challenge norms and creates a cosmetic revolution. We want social to be more about passions and less about likes.”
On Tuesday they sent their last, yet rather ambiguous tweet, stating that it wont be the end but instead the start of something new.
However some people could not understand the move.
While others wondered if the move was 'ahead of the game'.
There are suggestions from those in the social media industry that the hashtag of #LushCommunity hints at the use of online influencers to continue their social media presence.
Lush North America’s social channels will remain active.
Last year British pub retailer Wetherspoons also removed itself from social media.
