The video starts with a miniature pink plastic suitcase, a little bigger than your hand. In goes some lip gloss, followed by a baby pink pen that is secretly a knife. Next, two more knives: one shaped like a gun; the other, a key. A shiny, hot pink chrome tool is added to the case – it can be used to break a car window in an emergency. Then there’s some pepper spray decorated with gems. A fluffy pom-pom keyring finishes off the package.

Nearly 7 million people have watched this TikTok uploaded by @stayprotected.ladiess, just one of the numerous accounts marketing self-defence kits on the site. In particular, keyrings are having a moment: the hashtag #SelfDefenseKeychain has an astounding 1.3 billion views. These colour-coordinated, aesthetically pleasing lanyards are laden with alarms, torches, knives and knuckledusters and sell for as much as £47 each.

Indeed, a new self-defence economy is growing online. Sellers who have no history in the self-defence space are marketing products to women who fear for their safety in a country where 97% of women aged 18-24 have been sexually harassed. To many, these products are a welcome way to claw back some control; to others, they represent the failings of our wider fight to tackle male violence against women and girls. So how worried should we be about the rise of this self-defence economy? And, more than that, how worried should we be about what it represents?