Just before Christmas I caught up with a representative from Illamasqua to discuss their upcoming make up collections. I woke up on the morning of the meeting ridiculously hungover; seriously regretting that last Red Stripe (and everything else I’d consumed the night before). I shoved an Eat 4 Less baguette down my gob, downed so much Fanta I’ve probably given myself diabetes and prayed that I would be home within half an hour; back in bed with a burrito. Within 10 minutes of sitting down and getting a sneak preview of all the latest pigments, palettes and powders my hangover woes disappeared – I was in heaven. I’m not the most particularly make up obsessed girl (Read: I still have a tide line when I apply foundation and I’ve only recently discovered highlighter) but I am all about socially conscious brands. I learned how Illamasqua pride themselves on having a stance against animal testing and how they strive to be inclusive of all ethnicities and skin colours. Yesterday they released a statement which didn’t sugar coat how they felt about Trump supporters buying their products and I felt it was the perfect time to finally get round to writing about them………
After the shit storm that was 2016, it’s pretty hard to avoid being political these days. Even your ex boyfriend, who once thought Hugh Grant was Prime Minister, is over on Facebook; letting everyone know that he thinks Donald Trump is a bit of a dickhead. Celebrities haven’t been shy to speak out and share their beliefs either; Gary Lineker is more or less the leader of the opposition in the U.K, Michael Sheen has swapped acting for activism and Lily Allen is doing God’s work on Twitter; dealing with sexist, racist misogynist trolls daily for merely daring to call out fascism.
But brands and businesses? They’ve been a little quieter. Sure, a few have made a stand or a statement but the majority are adopting the ‘never discuss politics at a dinner party’ strategy in order to protect their profits. After all, Trump supporters are ridiculously extra when you offend their Fash Daddy.
imagine being this white pic.twitter.com/67BNTGKUeD
— BIBLEGIRL (@BibleGirl666) February 17, 2017
So yesterday when Illamasqua released a statement detailing their Anti-Fascism Pledge it made for a refreshing break from reading about the latest atrocities the Alt-Right* are up to.
*A polite term for Nazis
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.
JULIAN KYNASTON, ILLAMASQUA FOUNDER.
The fashion and beauty industry gets a bad rep at times because of course they do, it’s mainly women who enjoy make up so naturally anything a female enjoys will be passed off as trivial and unimportant. Yet here we are in 2017, and along with Teen Vogue being the main major publication to pull Trump up on his bullshit, it’s a beauty brand that’s risking their profits and putting their influence to good use to fight fascism.
Some may be cynical and claim Illamasqua’s pledge is all for publicity and to generate more sales and, while I don’t believe that to be true, who actually cares if that’s what it is? If brands and businesses want to start marketing their goods by highlighting dangerous politics and directing us towards good causes while they’re at it, I’m all for it. I’d rather be flogged a lipstick by a company not standing by while a repulsive bigot tries to implement disgusting policies like a Muslim Ban rather than a business that chucks a few hundred grand at a Kardashian so they can feature on their Instagram page.
For those cynics who still aren’t convinced, Illamasqua are donating 100% of ALL sales proceeds of Lip Lure in Nebulus to The Sophie Lancaster Foundation to help the charity continue it’s work in challenging prejudice and intolerance.
If you needed an excuse to add to your make up collection, this is the sign you’ve been waiting for. Head down to Illamasqua and be safe in the knowledge that when you’re applying your eyeliner your wings won’t be Alt-Right.
Join Illamasqua’s Anti-Fascism Pledge HERE
See also: How to Not Fund a Tory Business