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Lush's statement came just days before one of the busiest shopping days of the year, and the company fully understood that losing access to millions of customers would hurt its bottom line.
Losing 10m followers on sites such as Instagram is a price worth paying for co-founder of ethical beauty empire
The decision was taken due to 'overwhelming evidence we are being put at risk when using social media.'
The company called social media a "dark and dangerous alleyway."
The firm says it will close accounts "in an effort to address consumers’ mental health challenges".