Ever since November 22nd, when Lush Cosmetics announced it was leaving social media, beauty marketers, and the media, have wondered how that will work.

Will the beauty brand lose sales? How will they connect with consumers?

Lush says it can no longer support Facebook, Instagram, Snapchat, or TikTok due to how those platforms affect teens, especially girls, and worsen body image issues. The brand is still on some platforms, however, includung Twitter, Reddit, Youtube and Pinterest.

Mark Contantine recently spoke to The Guardian about how the brand won't reverse its decision, no matter how much sales are affected. “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?”

Now, Adweek reports on what the brand will do instead—and how it wants to provide a blueprint for other brands to follow in its footsteps by sharing its new platform strategy. The brand expects to lose $13.3 million in sales after leaving Facebook and Instagram.  

Shown above is the Lush Christmas Bliss gift set.