The Illamasqua Anti-Fascism Pledge

The Illamasqua Anti-Fascism Pledge

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.


Anti Trump

Let’s raise £25,000 for the Sophie Lancaster Foundation

We will donate 100% of all sale proceeds of Lip Lure in Nebulus to The Sophie Lancaster Foundation to help the charity continue its work in challenging prejudice and intolerance.



  • Harper Smith says:


    • Nancy says:

      Illamasqua lead the way AGAIN! As an old Punk, I can’t tolerate the behaviour of Trump and his ilk. We were all about being non-judgemental and accepting everyone, without prejudice. I’m so proud that you have taken this stance. How could I love you more??? I couldn’t. You’re awesome

  • Harper Smith says:

    I admire your decision.

  • Cassady says:

    HELL YES!! More companies need to stand up to Trump and his cronies. Illamasqua, you will always have my patronage ❤

  • Nicole Wevers says:


  • Stacey says:

    You guys are kickin’ rad. Thank you for using your company as a platform to take a stand for good. Beautiful products, beautiful ethos.

  • Amanda Hooper says:

    Full respect Illamasqua. You won’t look back and say I never did anything. Love you even more now.

  • Ann Steigerwald says:

    Thank you!!

  • Helen Hanson says:

    Wow . Way to go illamasqua ! Brave stand . I love it !

  • Chris says:

    Fantastic to see such a beautiful company going even more above and beyond to help the world!! Hats off Illamasqua!! ❤️

  • Lisa Sullivan says:

    This is wonderful, as a long time brand cheerleader, this makes my heart sing. Love and compassion is true beauty.

  • Shannon K USA says:

    I love this, your brand, and all it has ever stood for. Not all of us in the US support this insanity in our country and will fight with you to uphold the principles we were founded on: freedom and justice FOR ALL.

  • Azraelle says:

    As a former alumnus of your school, this makes me so proud! Brave, bold and right.

  • Natalia says:

    This is what makes America great! Smart, educated people can see what’s really happening & take a stand against it! Thank you! Fascism is real & if we’re not careful it can happen here- we have to take a stand- we will not be the next Russia!

  • Cynthia Ladd says:


  • Saima says:

    Well done!

  • Fozia Hussain says:

    Like we needed another reason to love illamasqua! Hat’s of to all of you at illamasqua.

  • Marsha says:

    Well done guys.

  • Yvonne Tennant says:

    Good on you. More companies should take this stance.

  • Lucy says:

    I applaud this whole heartedly.

  • Cassie says:

    Are your products animal cruelty free and is your make up tested on animals?

    I admire your position on human treatment and am also concerned with supporting animal friendly companies.

    • Nadine Bourne says:

      Hi Cassie, all of our products are cruelty-free. Our products have never and will never be tested on animals. We do not permit testing on animals and nor do we work with suppliers who are associated with the exercise. As such we have recently been accredited as a ‘cruelty-free brand’ by PETA. You can read more here: – thanks, NB x

  • Scout says:

    Kudo’s to you!! Brave and admirable decision! More cosmetics companies should follow since diversity and the right to express our individuality is what makeup should be all about!!

  • Karen Blunt says:

    We are ALL one in Gods eyes! Thank you & God Bless You!
    Let me know How I can help to get the word out & sell it in Kansas!
    I know who is w/me!

  • Clarisse Hammerli says:

    Bravo!!!! That’s bravery and ethics! I applaud you!
    Makes me want to buy only Illamasqua from now on! ;))

  • Vivienne says:

    This is brilliant, loved your brand since day one and only love it more as time goes on, this is the icing on the cake, brave move for a brand, I 100% agree principles have to come first. Respect, peace and love.

  • Karen says:

    So impressed! Thank you

  • Elizabeth Shelton says:

    Thank you. We need to resist Trump. He is only using the office of the president to pad his pockets and spread his message of hate. He is a shit show, fake billionaire who isn’t enforcing or abiding of the Constitution. He’s in cahoots with Putin, and Putin is a known violator of human rights. Thank you for standing up for principles. Trump is a shit show. I will be purchasing cosmetics from you more now.

  • Aoife says:

    Thank you for standing in solidarity with the people of the USA who are living in Trump’s new nightmare, Illamasqua!
    Thank you for standing up to all forms of hate!

  • Megan says:

    Thank you for doing this.

  • Wendy says:

    A principled stance from one of my favourite makeup brands. You have my respect and admiration! *applauds*

  • Merry says:

    We Americans (or at least, this American) feels daunted and pissed off and powerless in the face of that horrific fascist who sits as President. Thanks for standing with us–with your larger shoulders. I pray more companies and individuals with some clout start making some noise and ferret out the Russian team that snaked and cheated their way into White House. Brava and xo to you!

  • Dherri says:

    Absolutely beautifully stated!! Good on ya for taking a stand!!! God bless you and your vompany!

  • Anne Fraser says:

    Good for you!

  • Susan G. Lee says:

    I LOVE your decision. Yes, our principles are much more important than money, something the current resident of the White House and his horrid minions will NEVER come even close to understanding!

    Thank you so much for taking this stand and for making it public. I live in Florida, USA, and will share your name and your values with everyone I know.

  • Jack Johnson says:

    Not a single dissenting comment has been chosen. This one won’t either. But, to the moderator reading this, if you TRULY VALUE freedom of expression, you can’t silence dissent. Don’t only show select comments. Let their be an equal discourse if you pride yourselves on justice so much.

  • @PLAYJAX44 says:


  • Cara Boyd says:

    Super supporting. One suggestion- Maybe make the color you’re donating proceeds of…a more wearable color for more women. A lot of people will not buy the lip color because it’s a lil too fashion forward. Maybe add another color that’s a little more…crowd-pleasing.

  • Laura says:

    I am happy to support a company that supports the anti-Trump cause.

  • Jennifer Phillips says:

    Thank for choosing the right side of history. I live in the States and have never heard of your brand, but I will be purchasing from you today and in the future. Thank you for this!

  • Heather says:

    This is very inspiring! Thank you!

  • Raquel Barrera says:

    I love this! Principles and empathy are so underrated.

  • Andrea Lux says:

    Too bad most companies are afraid to take a stand for fear of losing revenue. Thank you Illamasqua for doing the right thing!

  • Darlene says:

    I find the way you are backing your company’s beliefs to be commendable. And because of that, and what those beliefs are, I plan to support your company with my patronage.

  • Gail says:

    You just got a new customer.

  • Gisela Touzard says:

    Thank you for supporting Americans who are now living in this nightmare that is Trump’s presidency.

  • fivezero says:

    Well done.

  • Amy Bernardino says:

    This is beautiful. Thank you.

    #Resist and #Persist

  • Tracy Alder says:

    AWESOME! Great job and keep up the good work.

  • Deborah McCarthy says:

    I loved you before but now I ADORE YOU!!!!! I actually have tears in my eyes. Thank you. Thank you. Thank you for standing up for ALL people. Thank you for calling out the evil one who shall remain unnamed. From the bottom of my heart, thank you.
    Love and gratitude,
    An American living a nightmare

  • Yvonne says:

    *Drop the mic*
    Love and respect this!

    <3 Yvonne


    Very impressed! Thank you!

  • Vivienne says:

    Love you even more now.

  • Karen Woodside says:

    Well done guys

  • Rita says:

    Great, I wish more company will do the same…Standing ovation for Illamasqua

  • Dorothy says:

    Thank you for taking a stand!

  • Ginger says:

    Just curious….isn’t that discrimination?

  • Empressah says:

    Bravo Illamasqua! Leading the way, putting people before pounds. We must never be silent about the injustice in this world, and all make efforts to stamp out prejudice, hatred, and intolerance, wherever it is found❣

  • Ashley Mendez Lavigne says:

    I am so proud of this pledge ! And I stand with you as an artist, a woman, a Latina ,and an American!!!

  • Ellie says:

    Thank you so much for standing up for this. Making a difference is crucial, and right now it’s life or death. Thank you, thank you, thank you.

  • Connie Ramos says:

    I have not bought your products before but will most certainly buy them now.
    Thank you so much for standing with the majority of Americans that share your same high morals and feelings about the POTUS-R. (Putin deserves credit).
    I greatly admire you for doing this in such terrifying times for many in the USA.

  • Bri says:

    Awesome! Love your message and I can’t wait to try your products!

  • Alexis says:

    Fuck, yes, I’m signing up for the pledge. What the President has done is unacceptable and wrong.

  • Meghan says:

    I feel the same way. Everyone should feel free and happy to live where ever they chose to.

  • Sass Mac says:

    Dear Illamasqua,
    Thank you for taking this stand. I’ll continue to support you – but how I wish you were still available ‘in person’ in my city.
    Best, sassmac

  • Kathy says:

    Thank you so very much for your bravery and willingness to take a stand. Today you are my hero!

  • Rosalyn Curry says:

    Bravo!!! Well done❤

  • Dawn Wood says:

    And because of this I will definitely shop here!

  • gaile d hill says:

    my sister called to tell me about your stand on this matter and I for one not only support your decision and admire it I will be proud to purchase and wear your products and tell all of my friends to do the same

  • L.Wolfe says:

    Thank you for this- many people here in the USA that DONT believe in prejudice or intolerance.

  • Petula Twinn says:

    You just gained a new customer and I will share your website with my friends who also are horrified by Donald Trump.

  • Grace says:

    so happy to see you take a stand! 🙂

  • Nancy says:

    I love you Illamasqua! Thank you for speaking out against fascism!

  • Avery says:, Thank you for taking a stand against what Trump/admin represent. “We the people…” have a voice and will stand together to challenge prejudice, racism, hatred, intolerance. Together we are stronger.

  • Kitty Cattie says:

    Whatever you choose to stand for is your own personal choice. No one can say that you cannot have your own political opinion while selling make-up. Your voice is important because you represent creativity and freedom of expression. With that being said, if one truly finds those values of diversity absolutely undeniable to anyone, one would also find oneself absolutely unforgiving to crush intellectual diversity and equal respect to others’ opinions as well. There is no one way to express oneself with make-up, and likewise, there is no one way to look at the world and to accept our responsibility in the areas which we find most identifiable with our values and causes.

    We are people of our free world, and the result of that freedom is our differing opinions, whether it is about policies, climate, or even little things in our ways of life- all differences that are legitimate if we would care to listen and feel free to disagree on. For the sake of ourselves, should anyone condemn one view- because the media wishes to take a side and our education have put so much fear in that side that we rarely question our sources of information- we would take responsibility to research widely and listen respectfully without prejudice and intolerance before we come to our own conclusions about people.

    You are correct in that you can contribute to the change that you want to see. The change that I hope you mean is one that others can contribute to their own visions of society different from yours without intolerance and prejudice, one that supports intellectual diversity as much as it supports racial and gender diversity, and one that unites in common value regardless of what we believe in.

    • Kat says:

      You obviously have the right to do as you wish and I respect your right to do so. I must say that given your seeming promotion of equality and respect for others, I find it interesting that you pre judge millions of individuals whom you have never met.

    • Connie says:

      Very respectfully and intelligently stated, Kitty!

    • Trish, never been more ashamed of being American says:

      No. No one has to or should respect, tolerate, or entertain fascist thoughts or actions. Trump and the burning dumpster-fire of his like-minded ilk aren’t people that should be given a forum from which spew and normalise hate, violence and bigotry. Just because your post is couched in deliberately vague language and pseudointellectualism doesn’t make it any more than vile propaganda.

      All animals are equal, but some animals are more equal than others, amirite?

  • Randi says:

    Just saw your name in my PETA email last week, and now THIS! Hadn’t heard of before, but now, I’m doubly proud to be coming over to your brand! I look forward to your products! SUPPORT AND SPREAD GOODNESS 😀

  • Amana says:

    We are all citizens of this planet, political boundaries are no longer relevant. Accepting and embracing that which is different enriches our lives in innumerable ways.
    Thanks for being the voice (and face!) of change.

  • lorraine says:

    Brilliant!!! Love it…..

  • Betty Jo George says:

    I definitely agree with your position.

  • Maria Gonzalez says:

    Well done. Thank you for being in the right side of history!

  • Angela says:

    I’ve been a lifetime M.A.C. devotee because of their commitment to recycling empty containers, donations to HIV/AIDs programs with their Viva Glam products, and supporting the equal rights of all people, regardless of sexual orientation or gender identification. Now you will have my and my entire extended family’s financial/product support to fight Trump and his bigoted and unconstitutional policies. Thank you for taking a stand. We can’t wait to place our orders with you! #EqualityForAll #NeverTrump #Resist #NoDAPL

  • Gracia Regas says:

    good for you! <3

  • Karen says:

    Thank you for standing up for what made America great.

  • Sapphire Scott says:

    Massive love for Illamasqua, always <3

  • Marcia says:

    I looked up the definition of fascism and find that the U.S. identified with the fascist regime and even put the fascist symbols on the back of our currency from 1916-1945 (Liberty head dime) under one of our more racist presidents – Woodrow Wilson. It remained there throughout the reign of FDR. According to the dictionary’s definition the president with the closest ties to fascism was the democratic president FDR who tried to get around our Constitution everywhere he could and stayed in power far longer than anyone else ever had as he tried to be a king. Our great depression finally ended when FDR died.
    Obama, under the pretense of being someone who could unite us ended updividing us while trying to take away from us much of the freedoms that we have enjoyed for these past two centuries. Obama tried to also get around our Constitution and was called out for it by the moderate centrists of the Republican party. Trump won the election because Americans, in the land of the free, was systematically having our freedoms taken away from us, our taxes were moving extraordinarily high, our defense and health system capability was being destroyed, and our national debt was higher than at any other time in our history.
    In America, like in England, we had slaves. The big difference was in America, no Republicans ever owned a slave. They were all owned by democrats or members of other parties but never by Republicans. Republicans were the ones who voted for civil rights legislation while the democrats voted against it. The last member of Congress who had been a member of the KKK was Senator Byrd, a Democrat.
    I am glad I was able to help educate some in the U.K who have open-minds. The democrats in the U.S. are haters with very closed-minds. In America the Republicans are seen as the party of freedom while the democrats fight with all their might to put everyone on a financial plantation.

  • G says:

    100% agree and well done for speaking out even though this may cause bad press. Thank you illamasqua!

  • Ahntara Miller says:

    Thank you and Yes, I stand with you against fascism and oligarchy.

  • Kris says:

    Thank you for being a brand with a heart and soul! Even though I’m in the EU and not USA, I am so pleased to hear about this – I didn’t NEED another reason to love your blushes….but you just gave me one!

  • Birthe says:

    Bravo! That’s the way forward in these cloudy days. Thank you.

  • Jane says:

    So impressed. Am delighted to share this with my daughters. This is everything I want in their world, everything I have aimed to teach them. To respect all, know their value, never let anyone disrespect them. We are fabulous women, we love ethical cosmetics, and we will resist the absolute nonsense that is Trump.

  • Kaylee says:

    This is amazing. Good on you!

  • Bounmy Kerilynn Sombath says:

    i heard about this on popsugar beauty so me having this as an educational purpose is a must for my beauty youtubing career since i’m a 15 year old girl with an intellectual disability and has a 18 year old brother who is Autistic, this brand for makeup i now recommend to myself and others who are different. Thank you illamasqua beauty for having me sign this pledge also i love you guys so much and maybe in the nearest future i’ll collab with you too also buy your makeup products.

  • Katie Gates says:

    Thank you for taking a stand! I wish more would do the same.

  • Jerie says:

    Amazing campaign Thank you! !!

  • Laura Lynch says:

    Thank you! #Resist

  • Lisa Drennen says:

    LOVE your pledge. I am going to explore you makeup line. THANK YOU

  • Amanda says:


  • Staci Fritzges says:

    Thank You!

  • Jen Townsend says:

    I really appreciate knowing your company stands for progressive values. Thank you for standing up for what’s right.

  • Anon says:

    I am not a Trump supporter, but this is very upsetting to me. You are trying to promote the acceptance of all people or tolerance, which according to the dictionary is the willingness to accept opinions and beliefs different than your own. However, it seems you are not tolerating customers who don’t have the same beliefs as you, denying people, who don’t agree to the specified beliefs of yours, the opportunity to buy your products. In the United States, the Surpreme Courts have held that denying services to any due to their beliefs, sexual orientation, or religion is illegal. I know this is not an American company so there is nothing that holds you to that standard, but I am just using that to say that accepting everyone’s sexual orientation, religion, race, etc is just as important as accepting everyone’s beliefs. I admire and agree with you for taking a stand against Fascism, but I’m sorry to say that I don’t believe denying customers the rights to buy your products if they don’t agree to all of your beliefs is right. I think it promotes intolerance, it creates a us-them mentality, which is the exact opposite of what you want 🙁

  • Leddy says:

    I applaud your initiative, your inclusivity, your message, and your courage! Your message literally moved me to tears. As a Latina American living in the U.S., in an urban area nonetheless, these past weeks have been hell. We feel like we’re being hunted- most literally. Minorities that are citizens, documented & undocumented immigrants, and anyone of color, we all live in fear because of the hate that is festering at every turn since this administration came to office. Thank you for offering your voice & support to justice. You have one more loyal customer here. I can only hope that all the beauty industry takes note and joins the fight for equality, human rights, and the sciences.

  • Jordan says:

    This is amazing, it’s so beautiful to see people standing up against Trump, especially in different countries. Thank you so much for doing this. This is extremely brace, as you’re likely to get some backlash for it, but what matters is that you’re making this statement. Thank you.

  • Cecilia says:

    This American expat thanks you and other companies who have taken a stand against this man and the ignorance and hatred he embraces and espouses.

  • Dana says:

    I applaud you and your values, the world needs more companies like yours x

  • Colleen Marshall says:

    Bravo! And thank you! Now please let me know where I can buy your products in the States. I would love to only wear illamasqua from now on!

    • Kylene says:

      Get thee to a Sephora!!!!! I know they sell this brand there, and make sure they have a pledge you can actually sign!

  • Maria says:

    Take a stand for what is right ❤

  • Rachel says:

    It’s great that this brand is promoting equality and a non discriminatory world, but the method of doing so is counterproductive. How can you promote equality when you are putting down another group of people for believing something other than you believe – regardless of what it is. Honestly, I’m appalled at the postive press that this is getting. Any rational person would see the fault in this message.

  • Trace Brown says:

    Proud to sign this pledge. I wish more companies had your integrity – which all the money in the world can’t buy. Thank you for caring, yet again.

  • Dawn Sparks says:

    Illamasqua is the best!!!! This is great and you don’t test on animals! Love you!!!!

  • Lindy Witkowska says:

    Amazing news. So much respect to Julian and the Illamasqua team. Peace and Love

  • MarthaB says:

    Bravo!!! Mille Merci !! This is SO GREAT ! I haven’t had the pleasure of owning your products …YET, but Now I will go and get me some! and some more…just to support your company, who takes a stance against the ugliness of prejudice, sexism and racism !

  • Candice Brooke says:

    I’m all for the message you are spreading and I consider myself anti-Trump but attempting to not sell to those who do not share your views demonstrates exactly what you are opposing: fascism.
    The only difference between this and those businesses who won’t sell wedding cakes to gay couples is the ideaology.
    In good news, at least now I have heard of your brand…clever marketing campaign and I’m sure you’ll profit.

  • A Cassidy says:

    Nice work. I’d never heard of your brand before now, but I’m glad to see someone taking a stand!

  • Lindsey says:


  • Love Ann Dougherty says:

    Proud to be party to this important statement

  • Tijuana Foreplay says:

    I am not at all a Trumpling however I am also not with Hillary. Speak out against Trump’s values, yes, but this is not the best way. Make an orange eyeshadow, call it Trumpling if you want, and use the proceeds to benefit victims of his prejudice. But flat out denouncing Trump supporters is class discrimination. Not all who voted for him are idiots as they are portrayed. They are just poor, tired, stressed, undereducated, and afraid. They feel they are backed into a corner with not much of a future.

    The people who continue to support him after so many awful things he has said and done are people who have been manipulated and stripped of their integrity and freedom. Some seem to stick to their guns fervently, backing up his hate-mongering out of a raging bigotry. But in reality they buckle down because it is too painful to admit to yourself that your mind has been so warped by the greedy powers that be that you act against your own best interest.
    The only way to defeat Trump is to win his supporters over to the side of reason. That cannot be accomplished by stimulating their defenses. Fighting begets fighting. Compassion is the only way. Creativity is the true antidote to destruction.
    – Tijuana Foreplay

  • Callum Whiteley says:

    The irony of writing a blog post accusing a politician of being a facist and then deleting any comments which do not support your position…

  • Pauline Brandt says:

    I absolutely admire your bold and brave stance. It’s an excellent example of integrity for others to follow. I congratulate you!

  • Tlaryth Phalyn says:

    Thank you for taking a stand. I’ve never been big on makeup but for this brilliant cause I am most definitely going to have to order some of your beautiful creations.

    Far too often people believe that somehow there is virtue to be had in allowing injustice, bigotry, hatred, & all of the related pain. This is under the misguided belief that all ideas and beliefs are “good”. All this mindset does is allow hate to thrive & even flourish. This turns said people into enablers and, in time, because they cannot “see the harm”, they themselves start to become identical to those whose hatred they’ve enabled. If one cannot bring themself to question hatred in all of it’s forms and take a true stand against it then I would question their own stance on such important issues. We must speak against hate in all of it’s forms. We must, for the sake of our fellow human beings, be intolerant of intolerance.

  • Nan says:

    Thank you so much; I’m very touched and impressed by these principles and have placed an order to support them.

  • Olivia Singfield says:

    I have read most of the comments here and seen people being upset with the fact this stand has been taken because veiws aren’t shared.

    The stance is taken to no longer tolerate abusing other humans because of who they are. The stand wasn’t taken to say that anyone who has different veiws is wrong the stand has been taken so say that racism, homophobia, sexism etc will no longer be taken lying down.

    The whole point of this stance is to say that although people share different veiws the brand would rather not associate with people who have nasty veiws towards other simply because of their background, race, sex, gender or whatever else.

    Re read the post again if you.must but it doesn’t say ‘ if you support trump then just leave’ its more of a if you’re racist, bigoted, transphobic or whatever else then just don’t bother.

    I don’t understand why people have a problem with others advocating for minorities facing adversity for who they are or why they even have a problem with said minority in the first place

  • Kat Hedberg says:

    This is incredible and I am so proud to be a loyal customer of Illamasqua, I live in the states so this is awesome, I am a makeup-artist myself and I dream about working for this company if they ever open up a shop in the united states. I was awe-inspired by Alex Box and her wisdom and creative vision and I continue to be proud and inspired by Illamasqua.
    X.O – Kat

  • Beth Castro says:

    I whole-heartedly agree w the pledge! It was the pledge that brought me 2 your site. I purchased some products & will keep coming back. If we dont start standing up 4 the rights 4 others… we r all 2 blame.

  • Dawn says:

    Hatred and predjudice are not only wrong, they are a danger to the world as a whole as well as people as individuals.

    Thank you for standing up.

  • Amanda Watson says:

    I wish more companies had your attitude and conviction!

  • Aubrey Aragon says:

    Thank you for your support in standing up for the voice of the voiceless, and for the immigration, and disability, and the mentally ill. Here where I’m from born and raised in Arizona we are a backwards state of right wings, and fascist still brutal to this day, and I remember your products being sold at Sephora in Scottsdale Fashion Square Mall, sadly they discontinued and wish it will bring it back to Sephora, your products are amazing love both your eye shadows, and lipsticks. You’re one of the few cosmetic companies who has the balls to stand up against our President for his brutal ignorance and dishonesty, and in such denial of this great country of USA, and making our country bad for not just our economic business, but as a whole of equal rights.

  • Lily says:

    I’m not a Trump supporter, and didn’t vote for either of those phonies, but I’m just curious… What particular actions of his are you so vehemently against?

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