Lush keeps paying creators while avoiding paid social ads
Lush still works with creators despite its withdrawal from paid advertising on major social platforms, North America marketing head Julia Hamfelt told Digiday. The beauty retailer directs money toward creator partnerships and events alongside its own customer channels. Hamfelt says its app has 2.8 million users and its global email list reaches more than 6 million people, but she did not disclose marketing spend. Lush reported 2025 revenue of £736.2 million, up from £672.7 million in 2024. Those results do not establish how much revenue creator partnerships generated, and Lush has not yet reported 2026 financials.
THE BREAKDOWN
Pitch an organic creator partnership to Lush without assuming the brand also wants paid amplification. Separate the creator's audience access from licensing for the app or email list. If the brand requests an in-person event, quote travel and appearance fees outside the content production budget. Ask the buyer which outcome it will measure before agreeing to a performance bonus, since Lush has not disclosed creator-attributed sales in this report.
Get the full briefing weekly
Read by talent managers, agents, and brand partnership professionals every Friday.