Poole-based Lush is to turn its back on Instagram, Facebook, TikTok and Snapchat from Friday November 26.

The global brand says it will not return until the social media platforms take action to provide a safer environment for users.

The policy is rolling out across all the 48 countries where Lush operates.

In a statement, Lush said that, like so many teenagers before them, it tried to come off social media in 2019.

But it’s FOMO (fear of missing out) and compulsion to use the various platforms found it returning despite its best intentions.

Now, though, Lush said: “Our resolve has been strengthened by all the latest information from courageous whistleblowers, which clearly lays out the known harms that young people are exposed to because of the current algorithms and loose regulation of this new area of our lives.”

Jack Constantine, Chief Digital Officer and Product Inventor, pictured left, said: “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.

“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.”

Mark Constantine OBE, Co-Founder, CEO and Product Inventor, added: “I’ve spent all my life avoiding putting harmful ingredients in my products.

“There is now overwhelming evidence we are being put at risk when using social media.

“I’m not willing to expose my customers to this harm, so it’s time to take it out of the mix,”

Lush says it will do all it can to find new ways to connect and build better channels of communication elsewhere as well as use older tried and tested routes.

The brand can still be found on Twitter and YouTube.