British cosmetics firm Lush which sells fragrant handmade soaps, bath bombs and other body products is closing several of its social media accounts this week.
Announcing the news on Twitter, it said it was “tired of fighting with algorithms” and did not want to “pay to appear” in newsfeeds.
LushUK has 202,000 Twitter followers and 569,000 on Instagram. More than 423,000 have liked the page on Facebook.
That account name will close on Facebook, Twitter and Instagram along with Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla.
“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,” it said in a statement.
However, Lush North America tweeted that its channels would remain in operation. The firm said it was “cutting out the middleman between ourselves and the Lush community”.
In 2018 Lush suspended an ad campaign following a storm of criticism on social media. The campaign related to a public inquiry into claims of wrongdoing by undercover officers.