While brands like Uber and Nordstroms have taken a stand against President Donald Trump after boycotts from consumers, one make up company is going a step further by asking its customers to take an 'anti-facism pledge'.
Illamasqua, a UK-based make-up brand available to American customers online, issued a strong statement on Thursday asking its customers to take a stand against discrimination and accept responsibility for issues like climate change.
The company's founder Julian Kynaston also told anyone who disagreed with the pledge to stay away from buying the brand's products.
Illamasqua, a UK-based make-up brand, issued a statement on Thursday paired with images of a black woman and a woman in a gold hijab
The founder Julian Kynaston asked customers to take an 'anti-facism pledge' which includes refusing to discriminate and accepting responsibility for issues like climate change
Many consumer brands have struggled to walk a thin line under Trump's presidency.
Nordstrom, for example, was applauded for dropping First Daughter Ivanka Trump's eponymous line after protesters called for a boycott.
But the move angered Trump supporters, many of whom deleted their accounts with Nordstrom and filmed themselves shopping at Dillard's instead.
Without any apparent pressure from its consumer base, Illamasqua has taken a proactive political stance in asking its fans to take an 'anti-fascism pledge'.
The company issued a statement that read: '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.
It asked customers to pledge to its 'Human Fundamentalism values', which include refusing to discriminate based on race, gender, sexual orientation, or disability, accepting responsibility to challenge climate issues, and 'speaking for those who cannot speak up for themselves'.
Kynaston (pictured right, with a make up artist) asked people who did not agree with his views not to buy from the Illamasqua brand
Many consumer brands have struggled to walk a thin line under Trump's presidency
The statement went on to say: '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.'
The statement was paired with an image of a woman in a gold hijab on Instagram, and a picture of a black woman accompanied the announcement on the Illamasqua website.
Proceeds from one of the company's lipsticks will be donated to the Sophie Lancaster Foundation, a charity challenging prejudice and intolerance.
Illamasqua was previously available at Sephora around the US, but now reaches American customers through online retailers. It does not have any brick and mortar stores in the country.
The statement attracted a divided response. One woman said she was 'proud' for Illamasqua's stance against Trump
One feminist fashion and beauty writer pointed to Illamasqua's controversial advertising campaign featuring a model in blackface who resembled a minstrel show performer
Others criticized the brand for its divisive statement and accused Illamasqua of trying to profit off the controversy