Beauty brand Lush shuttering some social media accounts: We are ‘tired of fighting with algorithms’


Beauty brand Lush said Tuesday that it will shut down several of its social media accounts targeted to users in the United Kingdom.

In a statement released through its LushUK Twitter feed, the cosmetic company announced that algorithms employed by tech companies such as Facebook and Twitter make it more difficult for the brand to effectively reach its audience.

{mosads}”Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed,” the company wrote.

“So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead,” the statement continued.

The company’s North American social media accounts, the company announced separately, would remain operational.

“Our dearest Lushies: you might have noticed that our @LushLTD friends across the pond are making a fresh and exciting change to their social channels. We are happy to share that the North American @LushCosmetics channels aren’t going anywhere!” read a tweet from Lush’s main Twitter account.

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