The election of President Donald Trump this year has indeed divided many in the country, leading many individuals and businesses to fight against what they’re calling “fascism” in the United States.
The company took to Twitter to share the new plan, with this GIF:
— Illamasqua (@Illamasqua) February 17, 2017
Aside from its social media blast, Illamasqua also came up with an “anti-fascism pledge” that it urged its patrons to take.
You can view the full pledge below:Screenshot/illamasqua.com
Illamasqua believe in the freedom of expression, equality and diversity. That’s why we are horrified by President Trump’s actions to date. We refuse to remain silent while extreme right-wing populism gains momentum… wherever it is happening.
As such, we will never knowingly sell our products to people who support President Trump’s values. To be part of our community, and to buy our products, you must first pledge to Human Fundamentalism values:
- Never discriminate against race, colour, nationality, ethnicity, gender, age, disability, sexual orientation or religion
- Accept responsibility on challenging social and climate issues
- Speak for those who cannot speak up for themselves
- Uphold the principles of the S.O.P.H.I.E. charity to stamp out prejudice, intolerance and hatred.
We’re realistic. We know we can’t stop anyone buying our products. But we also know that no matter how hard some people work to make themselves beautiful on the outside, make-up can never hide the ugliness inside. So please, if you don’t agree with the above DON’T BUY US.
Prejudice, sexism and racism should never be tolerated. Whether you’re a brand or an individual join us and, together, we can be the change we want to see.
The British charity the company mentions, the Sophie Lancaster Foundation, was formed after a girl was “kicked to death for looking different.” The group works to stop intolerance and prejudice.
Interestingly enough, Illamasqua is pledging to support “freedom of expression, equality, and diversity” while actively discriminating against an individual’s political beliefs.
But according to Allure, the company cannot stop anyone from buying its product. They can, however, ask people to stop politely:
“It’s unethical to force people to change their beliefs, so we are politely asking those who don’t agree with our values to stop buying our products.”
Many are taking to Twitter to show their support for Illamasqua’s banishment of Trump-supporting customers:
— Ashington Rave (@AshingtonRave) February 17, 2017
But they’ve also been faced with some serious backlash:
"Freedom of expression, equality, and diversity." Unless, of course, you have an opposing opinion ?
— Shane K. ?? (@ShaneKPolitics) February 17, 2017
wow preaching equality and diversity yet not really showing it. I didn't vote for him but this is hypocritical on your part.
— Analiz (@GoddessVenom) February 17, 2017
except you're not about equality bc you discriminate Trump supporters??? Over makeup??
— lay-z (@CrownProblems) February 17, 2017
Whether or not President Trump’s policies so far can be considered “fascist” are up to interpretation, but one thing is clear — there are a lot of eyes on Illamasqua right now.