Lottie London is highlighting transgender womens’ transition journeys in its new campaign ahead of International Women’s Day (8 March).
The make-up brand’s #embraceTRANSition initiative shares transgender womens’ experiences and aims to educate on the terminology and steps surrounding transitioning.
Transgender content creators Aryana Bynes, Mabon Harper, Donnie Jackson and Charlie Nuttall will share their stories on the brand’s TikTok channel.
They will also explain how make-up played a role in their journey.
Hate crimes against transgender and gender non-confirming individuals have increased by 587% between 2013 and 2019, reports the FBI.
“[We are] encouraging conversations about allyship and want to encourage the community to stand up against hate crime towards trans people when they see it,” said the brand in a statement.
“A world free of bias, stereotypes and discrimination.”
Lottie London is working with Global Action for Trans Equality (GATE) on the initiative, an organisation which campaigns globally for transgender, gender diverse and intersex equality.
Transgender influencers will also create bespoke make-up looks celebrating self-expression on TikTok using Lottie London products.
The British company will donate 10% of sales from all products used to GATE.
“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,” said Nora Zukauskaite, Global Marketing Director at Lottie London.
“Our Gen Z community is a community who cares.
“We want to help them by giving them the education surrounding trans people and embracing trans equity this International Women’s Day and beyond.”
Erika Castellanos, Executive Director at GATE, commented: “Raising global awareness and education for the human rights of trans, gender diverse and intersex people play a pivotal role in strengthening the global trans, gender diverse and intersex movements.
“That is why we are proud to be partnering with Lottie London this International Women’s Day – to raise awareness and the advocacy that human rights are important for all.”
Lottie London’s #embraceTRANSition campaign will run throughout March.
Previous CSR initiatives from the make-up brand include a Valentine’s campaign focused on educating Gen Z on safe relationships and online harassment.
