Little Mix has teamed with skincare brand Simple on a new anti-cyberbullying campaign.
The British girl group – comprised of Jade Thirlwall, Perrie Edwards, Leigh-Anne Pinnock, and Jesy Nelson – have long advocated for important issues, including anxiety and body positivity.
Now, Little Mix is working with Simple for a second time and has just unveiled the #ChooseKindness initiative in partnership with Ditch the Label, an anti-bullying charity dedicated to promoting equality.
Speaking about the concept, Leigh-Anne stated that the campaign felt like a natural fit, because the band shares similar values to the cosmetics company.
“The reason why we love Simple so much is because it’s kind to your skin and affordable for everyone,” the 27-year-old shared. “We rely on the face wipes so much when we are on tour. We all use them and like that there is nothing harsh in them.”
The #ChooseKindness initiative includes a special support hub available online, which is free to access, and is aimed at helping struggling teenagers. The website is now live, and Jade is thrilled to be promoting such a worthy cause.
“For us as a girl band, it’s so important that we support one another. We want to stand together and show our fans that you’ll go a lot further in life if you support each other. We are just trying to encourage everyone to take steps like leaving a positive comment on a picture of someone who you think looks nice,” she commented, while Jesy noted, “I am quite critical of myself and I was speaking to someone the other day and they said I need to be kinder to myself.”
While Perrie added that she believes “kindness means everything… Because, it’s not difficult to be kind – it’s more difficult to be negative. Being kind should come naturally.”
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