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Domestic abuse hotline masked as a make-up brand to save victims from violence

A woman from South Wales added a fake cosmetic item to her page to help victims of abuse get a welfare check.

Emma Frawley, 27, decided she couldn't take any more of watching women be killed by their partners and did a small act that made a big change.

She added a fake lipstick to her page for abuse victims 'to buy' if they need help.

The item that is listed as free can be added to the shopper's cart and details of the victim's location and circumstances can be added in a message box discreetly.

When users of the service "buy a lipstick" Emma will call their local police authority and alert them to the situation and request a welfare check.

She told the Daily Star: "I started this because I'd seen it done on Facebook before and I'm so tired of watching women get killed out there.

"I thought if I could do this one small thing it might make a change and I posted the video to TikTok.

"My small drop in the bucket went from having a couple of hundred views when I went to bed on Sunday night (March 14) to having almost a million views now."

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The 27-year-old left a discreet message in the colours of the lipsticks listed, with the capital letter of each word. The message states: "I will help you by calling the police if you are in a domestic abuse situation."

Within a matter of hours, she was inundated with responses from women across the world saying that they wish they had a helpline as discreet as this when they needed it.

In the first four days after the video was posted, many women used "ordered a lipstick" and the police were called out to help them by Emma herself.

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But the overwhelming sea of responses has been daunting and Emma is looking for people to help from wherever they are.

She said: "I suffer from fibromyalgia and the impact of all of this has been extremely exhausting for me.

"I'm starting to contact local organisations but also to ask others out there, where ever they are in the world to help as we need a big systemic change here."

The independent business owner of Little Crafty Witch told the Daily Star that she wants the service to be accessible for any victim of domestic abuse regardless of race, sexual orientation or gender identity.

If you have been affected by issues of domestic violence or coercive control you can call Refuge's 24-Hour National Domestic Abuse Helpline for free. The number is 0808 2000 247

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