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Photo via Illamasqua

Makeup company won’t sell to Trump supporters, makes customers take ‘anti-fascism pledge’

One brand makes the boldest anti-Trump move.


Nayomi Reghay


Posted on Feb 20, 2017   Updated on May 24, 2021, 11:24 pm CDT

As retailers continue to drop Ivanka Trump’s brand, British makeup company Illamasqua has launched a campaign vowing that they will never knowingly sell its products to Trump supporters.

Though the brand acknowledges that it can’t actually prevent anyone from purchasing its products, it’s asked patrons to take an “anti-fascism pledge.”

According to Illamasqua’s website, 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.”

Illamasqua’s anti-fascism pledge honors “Human Fundamentalist 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.

The charity referenced in the pledge is the Sophie Lancaster Foundation, which was established after the death of a girl who was “kicked to death for looking different.”

Many have celebrated the pledge.

But some have been critical of the campaign.

And others have questioned whether it can truly be effective.

One thing is clear, politics aside, the campaign has got international eyes on the brand.

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*First Published: Feb 20, 2017, 11:14 am CST