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Illamasqua's Anti-Fascism Pledge

Normally I save anything political for Twitter, but on Friday a newsletter appeared in my inbox and it was too important not to talk about in more depth.

In a nutshell: High-end make-up brand Illamasqua have made an anti-fascism pledge and shared it via email and on their website. It outright states that they do not support Trump and his values and they do not wish for his supporters to buy their products.

Illamasqua Pledge

As a brand, we refuse to remain silent while extreme right-wing populism like this gains momentum

What a wonderful statement to make. In an industry where profits seem come before all else  hence why there are still beauty companies testing their products and ingredients on animals so they can stay in the Chinese market  it's always refreshing to see a brand being upfront about their values and backing this up with their actions, even if they stand to lose sales from it.

(Illamasqua are cruelty-free and sell over 100 vegan products, just to reassure you!)

Here is the pledge itself (I took screenshots of the email):

Illamasqua Pledge

I'm sure there'll be those who ask why a beauty brand sees fit to get involved with politics, but Trump's presidency is already proving to be disastrous (understatement of the year) and the more voices there are to add to the protests, the better.

Judges have overturned Trump's horrendous travel ban. Ivanka Trump's products have been dropped from Nordstrom thanks to the #grabyourwallet campaign  an excellent example of how ordinary people voting with their money can have an impact. I've lost count of the informative, intelligent tweets I see on a daily basis that challenge Trump's attitude and actions. And now Illamasqua are using their platform to a) take a stand and b) encourage their community to do the same. It's never easy to speak up, but these are values we can all strive for.

Illamasqua Pledge



Will this stop every Trump supporter from buying Illamasqua products? No  there's bound to be some dick flaunting their haul on social media sooner or later, possibly accompanied by a #fuckyou hashtag. But I admire Illamasqua for being so upfront, both about their views and the limitations of their new approach. And there are currently Trump supporters boycotting Starbucks because they pledged to employ 10,000 refugees, so we can live in hope.

I don't plan to buy anything from Illamasqua just for the sake of it, but next time I genuinely need some new make-up I know what I'll be saving up for.

What do you think of Illamasqua's anti-fascism pledge? Let me know in the comments!

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Beth, 23, South East England. I'm a writer with a love of books, lipstick, and the Oxford comma. I love beauty and I also love animals, so I only buy, use, and feature products from cruelty-free brands. (Seriously though, I am the person who stops to fuss over every dog she sees.) You can also expect posts about vegan/vegetarian food, and plenty of musings about life as a 20-something. Want to get in touch? Email me at beth.toasty@gmail.com

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