Since Donald Trump was elected as president, many companies have ceased supporting him and his family. Among these companies are Uber, Nordstrom and ShopStyle. Now joining the list is the relatively new British makeup brand Illamasqua.
In the past, when a company denounced Trump, his supporters began to boycott said companies, with little to no results. However, Illamasqua is changing things around and instead of simply dissociating themselves from Trump, they have asked his supporters to not buy from them, essentially saying, “Go ahead. Boycott. That’s what we want.”
On February 17th, Illamasqua released their new “Anti-Fascism pledge”. The open letter begins with the makeup brand claiming they “believe in the freedom of expression, equality, and diversity.” They have stated that they are “horrified” by President Trump’s actions and because of this, they decided to take a stand.
“We refuse to remain silent while extreme right-wing populism gains momentum… wherever it is happening.”
Freedom of expression, equality & diversity. Join us & together, we can be the change we want to see #Illamafia: https://t.co/eKKjCnSGbF pic.twitter.com/uFTo8L56R7
— Illamasqua (@Illamasqua) February 17, 2017
Illamasqua’s aim is to “never knowingly” sell their products to a Trump supporter. In order to achieve this, they have added an additional step before checkout, stating that to buy from them, the customer must pledge to “never discriminate against race, color, nationality, ethnicity, gender, age, disability, sexual orientation or religion.”
Julian Kynaston, the founder of Illamasqua, has admitted that he is realistic and knows they cannot prevent every Trump supporter from purchasing their cosmetics, but they are hoping their pledge sends the message that “Prejudice, sexism, and racism should never be tolerated.”
“No matter how hard some people work to make themselves beautiful on the outside, make-up can never hide the ugliness inside.”
The open letter ends with Illamasqua urging brands and individuals to join them so “we can be the change we want to see.”
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