In celebration of Valentine’s Day, ethical beauty firm Lottie London has unveiled a thought-provoking campaign to raise awareness around the unwarranted attention, love bombing and sexual harassment Gen Z experiences online.

Developed in partnership with sexual wellbeing charity Brook, the ‘Consent to Kiss’ campaign aims to give the Gen Z community a safe space in which to learn about healthy relationships.

The partnership was launched after research indicated that sexual harassment was a major concern for Gen Z, with less 45% saying that they knew where to turn to report sexual harassment.

“At Lottie London, our core brand values are aligned towards supporting our community, by helping to foster a safe space for young people to lead their lives equipped for any challenges ahead,” Lottie London global marketing director, Nora Zukauskaite said.

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“Our Gen Z community are digital first and we want to help them by giving them the tools and education surrounding sexual harassment online and offline. We are proud to be partnering with the amazing ongoing work that Brook is doing to help young people”.

This latest collaboration will see sexual clinical services, education and wellbeing programs, training and advocacy work offered to hundreds of thousands of young people, with 10% of sales from Lottie London’s Valentine’s collection going towards supporting Brook’s vital work.

Brook head of education, Becci Shutt added: “Consent is fundamental to so many aspects of our lives and is the bedrock of healthy relationships and safe, pleasurable sex.”

“That’s why we’re proud to be partnering with Lottie London this Valentine’s Day to raise awareness around consent and healthy relationships, both on and offline. By working together, we can ensure that even more young people have access to information and advice that will empower them to lead healthy, happy lives.”