Illamasqua are taking a stand against Donald Trump, and the people who support his values.

The popular beauty brand, who are known for championing equality and diversity with their inspirational ad campaigns, have decided that they will no longer 'knowingly' sell products to customers who support the President of the United States, Donald Trump, and his beliefs.

The brand explained why they've decided to take such action in a statement released today...

"We 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."

"As such, we will never knowingly sell our products to people who support President Trump's values."

With this in mind, Illamasqua have created an 'anti-fascism pledge', that customers must agree with, before they can purchase any products from the brand.

illamasqua

All sounds good to us...

Now, this isn't the first time we've seen a UK beauty brand go up against Donald Trump. Earlier this month, Dove trolled the President with an ad campaign designed to undermine the "alternative truths" of the Trump administration, and it was pure genius.

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Now Illamasqua are trying to get other brands to join them in taking a stand against fascist beliefs.

"Prejudice, sexism and racism should never be tolerated. Whether you're a brand or an individual join us and, together, we will all go down in history for challenging fascism."

Whilst their message is one of positivity and acceptance, the brand has acknowledged that they can't physically stop anyone from buying their products. But they would prefer that any customers who 'do not agree with the pledge above, do not buy from them'.

"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."

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Turns out, you can make a stand with your makeup.

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Victoria Jowett Digital Beauty Director Vic is the Digital Beauty Director here at Cosmopolitan.com/UK.

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