NEW DELHI: Influencer marketing firm Glad U Came has partnered with The Beauty Co to launch a new initiative on the subject of cyberbullying called #TheItGirl. 

The campaign aims to combat beauty cyberbullying, which occurs when someone is targeted about their appearance via negative or abusive comments on social media. It's also generating awareness about the unrealistic standards of beauty on online platforms which can adversely affect users' self-image and body confidence.

The team up between Glad U Came and The Beauty Co happened with the common goal of creating an online space for young people to share experiences and find solutions to their issues.

The Beauty Co-founder Mr. Suraj Raj Vazirani said, “Stereotypes affect the way we look at ourselves. We are constantly reminded that our gender, colour, size and sexuality defines us. Beauty brands play an important role in creating these stereotypes. As a beauty brand, we want to take a stand against these notions. We believe that beauty is not only what we see. It’s also about what we feel. We want people to feel beautiful regardless of the stereotypes that surround them.”

Glad U Came founder Maddie Amrutkar said, “Working with influencers allows you to create effective campaigns that increase your brand value and spread the message. The objective of the campaign was to create a sense of awareness about beauty cyberbullying and its impact.”