Lily Allen has teamed up with German brand Womanizer to create the Liberty sex toy, also joining the company as its Chief Liberation Officer, leading its #IMasturbate campaign and 'raising awareness for sex positivity and female masturbation'.

Johanna Rief,​ ​Head of Sexual Empowerment at Womanizer, commented 'For us​ ​Lily is the embodiment of our brand: brave, honest, authentic and approachable. We are happy and thankful that we share the same mission which is to wipe out the social stigma around sexuality and pleasure and make sure that future generations grow up in a more liberal and open-minded society'.