Lottie London to 'elevate trans voices' in new campaign

Lottie London has launched a new campaign to support transgender women this International Women's Day (8 March 2023) and beyond. 

The brand’s #embraceTRANSition initiative will highlight the experiences of transgender women and aims to educate consumers on the terminology and everyday experiences of transgender people.

The campaign will see transgender content creators Aryana Bynes, Mabon Harper, Donnie Jackson and Charlie Nuttall, share their stories on the Lottie London's TikTok channel. The group will also create a series of makeup looks to celebrate self-expression.

In addition, the products used in the campaign will be available to purchase through Lottie London's TikTok shop and 10% of all proceeds will be donated to Global Action for Trans Equality.

The partnership allows the brand to support GATE and its work in educating, campaigning and creating policies to promote justice and equality for gender diverse and intersex communities.

Nora Zukauskaite, Global Marketing Director at Lottie London, said: "At Lottie London, our core brand values are aligned towards supporting our community and educating them on important causes.

"We want to help our community by giving them the education surrounding trans people and embracing trans equity this International Women’s Day and beyond. We are proud to be partnering with and supporting the amazing ongoing work that GATE is doing to help young people and the trans community."

The campaign follows Lottie London's recent Valentine’s Day ‘Consent to Kiss’ initiative, which set out to raise awareness of sexual harassment online. The brand also donated 10% of its Valentine's collection sales to a sexual health charity.

Listen to TheIndustry.beauty's podcast with the Founder of Lottie London, Charlotte Knight.