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.
Freedom of expression, equality & diversity. Join us & together, we can be the change we want to see #Illamafia: https://t.co/eKKjCnSGbF pic.twitter.com/uFTo8L56R7
— Illamasqua (@Illamasqua) February 17, 2017
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.
https://twitter.com/AshingtonRave/status/832553340567445505
So proud to say I buy @Illamasqua products and will continue to do so
— Ruth Smith (@RuthieBoob) February 19, 2017
This is wonderful 💚 @Illamasqua pic.twitter.com/C4sdtVwmeO
— Hanna :) (@Ilikephases) February 20, 2017
https://twitter.com/BoneyardBettie/status/832549283341729796
But some have been critical of the campaign.
wow preaching equality and diversity yet not really showing it. I didn’t vote for him but this is hypocritical on your part.
— Analiz (@GoddessVenom) February 17, 2017
And others have questioned whether it can truly be effective.
https://twitter.com/kandaceaz/status/833691320141086721
One thing is clear, politics aside, the campaign has got international eyes on the brand.
