Not only do they make some of the best lipsticks and eye shadows on the market, but Illamasqua also have an incredible conscience we wish more in the fashion industry had the guts to emulate.
The cult beauty brand has taken a huge stand against US President Donald Trump‘s discriminatory policies by refusing to sell any of their products to businesses or customers that support it.
An anti-fascism pledge on the website reads: “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.”
Customers are being asked to agree to the pledge’s terms before they can make any purchases.
We certainly know where we’ll be shopping for our make-up bag top-ups in the future.