On Black Friday, the biggest shopping day of the year, Lush Cosmetics announced its Facebook, Instagram, Snapchat, and TikTok would 'go dark'—and it wasn't a PR stunt. 

Mark Contantine, CEO, said he was disturbed by the recent leaked information about how Instagram affects teens, especially girls, and worsens body image issues. 

Constantine said, “I just thought ‘That’s their own research and they’re ignoring it and we are attracting people to their platform.’ We had no choice whatsoever. Lush attracts an awful lot of girls of that age,” The Guardian reports. 

Since then, Lush's social accounts have not been deleted, but say, "Be Somewhere Else"

Will the brand return to posting? It's not likely—Constantine tells The Guardian, "We'd be a laughing stock." 

His reasons for leaving social media are more serious than drawing attention to his cause. Leaving social media is bound to affect sales, but he stands behind the decision, explaining in the article:

“We’re talking about suicide here, not spots or whether someone should dye their hair blonde,” he says. “How could we possibly suggest we’re a caring business if we look at that and don’t care?”