Makeup brand wants to stop Trump supporters from buying its products
A popular British makeup brand is taking a stand against Donald Trump by forcing all customers to take an "anti-fascism pledge".
Illamasqua's founder Julian Kynaston announced the move in a blog on the brand's website, stating the brand is "horrified by President Trump's actions to date".
"We refuse to remain silent while extreme right-wing populism gains momentum…wherever it is happening," reads the blog. "As such, we will never knowingly sell our products to people who support President Trump’s values."
Anyone wishing to buy the products must take a pledge to "human fundamentalism values".
According to a spokesperson for Illamasqua, customers should read the blog and decide if the brand's values align with their own.
Kynaston has a message for any customers who don't agree with the post: "DON’T BUY US."
He admits the brand cannot feasibly prevent anyone buying its products, but added: "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."
"Prejudice, sexism and racism should never be tolerated," Kynaston said. "Whether you’re a brand or an individual join us and, together, we can be the change we want to see."
Illamasqua's brand director is Joe Corré -- son of designer Vivienne Westwood and Sex Pistols manager Malcolm McLaren -- who recently made headlines for burning £5m of punk memorabilia on the river Thames.
Topics Beauty Donald Trump
Rachel Thompson is the Features Editor at Mashable. Rachel's second non-fiction book The Love Fix: Reclaiming Intimacy in a Disconnected World is out now, published by Penguin Random House in Jan. 2025. The Love Fix explores why dating feels so hard right now, why we experience difficult emotions in the realm of love, and how we can change our dating culture for the better.
A leading sex and dating writer in the UK, Rachel has written for GQ, The Guardian, The Sunday Times Style, The Telegraph, Cosmopolitan, Glamour, Stylist, ELLE, The i Paper, Refinery29, and many more.
Rachel's first book Rough: How Violence Has Found Its Way Into the Bedroom And What We Can Do About It, a non-fiction investigation into sexual violence was published by Penguin Random House in 2021.
