The colour cosmetics brand, which was founded by Julian Kynaston and also ships its products to the US, has stated as part of the pledge that it refuses to knowingly sell its products to anyone who is a supporter of Donald Trump.
In a message posted to the brand’s website, entitled ‘The Illamasqua Anti-Fascicm Pledge’, the company clarifies its stand, stating that the current US administration does not align with its philosophy against discrimination, social responsibility and enabling those who cannot speak for themselves.
Freedom of expression
“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,” the online statement reads.
“As such, we will never knowingly sell our products to people who support President Trump’s values.”
Comments left on the page by customers applauded the decision, referring to it as “bravery and ethics”, “admirable” and “a principled stance”.
European sentiment
In Europe, the sentiment towards Donald Trump’s first few weeks in power has been one of significant concern in many circles, making the cosmetics brand’s stand a safer bet.
Although there is a strong showing of right and far-right wing support for the President there, an official government petition opposing a scheduled state visit to the UK by Donald Trump has gathered over 1.8 million signatures to date, while a rival petition to support the visit has only gathered 300,000 signatures.
US sentiment
However, in the United States the political climate is much more divided, with both strong support and opposition for the presidency making stands by businesses a riskier proposition.
Decisions by a number of leading retailers in the US to drop clothing and accessories line owned by the President’s daughter, Ivanka Trump, have met with largely positive responses from both consumers and investors, although the retailers have all stated that the line was dropped because of a fall in demand for the brand resulting from boycott campaigns.
However, it was widely reported that a recent campaign to boycott Trump Wines sold at the Virginia stories of grocery retailer Wegmans resulted in stocks of the wine selling out this weekend, after a successful counter-campaign on social media encouraged Trump supporters to take action using their wallets.