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Lottie London partners with Toiletries Amnesty to amplify hygiene poverty crisis

Chloe Burney
30 May 2024

Lottie London has today launched its ‘Treasure me, don't trash me’ campaign to bring awareness to the UK’s ongoing hygiene poverty crisis. A percentage of sales from its new Lottie London x Outer Banks Endless Summer collection will be donated to Toiletries Amnesty.

In the UK, 9% of people describe themselves as currently living in hygiene poverty and as many as 29% have struggled to access hygiene essentials. So, Lottie London is thrilled to announce its partnership with Toiletries Amnesty this June. Toiletries Amnesty is an award-winning organisation working to end hygiene poverty and divert beauty industry waste.

The beauty brand, which targets the Gen Z community, polled its Instagram followers to find out what they did with unwanted make-up and hygiene products. 32% said they bin it, while 66% didn't know it was an option to recirculate.

In response to the collected data, the brand asked its community to ‘treasure me, don’t trash me’ and is donating 10% of all sales from its new Lottie London x Outer Banks Endless Summer collection will be donated to Toiletries Amnesty throughout June to provide support in their ongoing effort as an NGO.

Lottie London x Outer Banks Endless Summer collection

Charlotte Knight, CEO Lottie London, said: “One of Lottie’s key pillars is to empower our community to feel their most confident when they wear Lottie products. When I read that a lack of confidence was one of the worst things that 66% of people in Toiletries Amnesty survey felt about experiencing hygiene poverty, I knew we had to help. We are so proud to team up with this amazing NGO & work to build awareness of what we can do to bring an end to hygiene poverty.”

Toiletries Amnesty works to support homeless shelters and hostels, women’s refuges, mental health services, end-of-life care hospices, food banks, NHS Trust services, refugee support services, LGBTQ+ groups, prison services, children’s centres, young people’s services, schools, colleges, community groups and other organisations that are in need.

Karen Harvey, Founder of Toiletries Amnesty, commented: "Teaming up with Lottie London and Netflix gives us a really exciting opportunity to reach new audiences and let them know how they can help end hygiene poverty with Toiletries Amnesty. Last year we supported over 4 million people through our NGO, and with thanks to Lottie London, this year we know we can help even more people, whilst stopping more beauty waste from going to landfill and having a positive impact on the environment too."

Lottie London x OBX Endless Summer Collection is available online now.

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