Lush Cosmetics has announced plans to deactivate its Instagram, Facebook, TikTok, and Snapchat to address consumers’ mental health challenges.

The brand said that its global presence across these platforms would remain deactivated until they take action to “provide a safer environment for users.”

“In the same way that evidence against climate change was ignored and belittled for decades, concerns about the serious effects of social media are barely being acknowledged,” said the company in a statement. “Lush, well known for being leaders rather than followers, has decided to address these serious issues now and to start by changing its own practices rather than waiting until others notice that there is actually a real problem.”

The new policy will be rolled out across all 48 countries where Lush operates.

"As an inventor of bath bombs, I pour all my efforts into creating products that help people switch off, relax and pay attention to their wellbeing," said Jack Constantine, chief digital officer and product inventor at Lush. "Social media platforms have become the antithesis of this aim, with algorithms designed to keep people scrolling and stop them from switching off and relaxing."

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