This Beauty Brand Doesn't Want To Sell To Anyone Who Supports Trump

Dove, Nordstrom, It's A 10 Haircare — the number of companies challenging the Trump administration is on the rise. The latest to join the uphill battle: Illamasqua. The makeup brand is taking an actionable stand and attempting to cut ties with customers who support the POTUS' platforms.

"Illamasqua believe in the freedom of expression, equality and diversity," the company states on its website. "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. As such, we will never knowingly sell our products to people who support President Trump’s values."

Um, what? Let us explain: Before you go to pay on the Illamasqua checkout page, the brand is asking you to agree to its newly-added Human Fundamentalism pledge. Agreeing means that you vow, among other things, to never discriminate against race, color, nationality, ethnicity, age, or sexual orientation. Can't promise that? Well, then the company asks that you please step away from the lipstick.

"We know that we can't physically stop people buying our makeup, and it's unethical to force people to change their beliefs, so we are politely asking those who don't agree with our Human Fundamentalism pledge to stop buying our products," a rep for the brand told us today. "We understand that we may lose customers and fans from this statement; however we strongly feel the need to always prioritize human rights over profits."

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