One UK brand of makeup is attempting to entice American customers by throwing in a free lecture on social justice with every bottle of mascara. Illamasqua, a UK-based cosmetics brand, issued a statement on Thursday ordering its customers to "take a stand" against discrimination and "accept responsibility" for climate change by signing a loyalty oath -- and anyone who refuses to sign the company's pledge is warned to stay away from the brand's products, according to company founder Julian Kynaston.
We tolerate everyone (well, almost everyone)
Although Kynaston's statement begins by claiming that his company believes in the freedom of expression, the loyalty oath makes it clear that Illamasqua has zero tolerance for customers whose opinions differ from Kynaston's own.
The pledge states that "we are horrified by President Trump's actions to date," and continues: "As such, we will never knowingly sell out 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."
The values include refusing to discriminate based on race, gender or sexual orientation and accepting responsibility for climate change. Customers are also required to uphold the principles of the Sophie Lancaster Foundation, a charity challenging prejudice and intolerance.
To illustrate the company's stance on tolerance, the statement went on to say, "So please, if you don’t agree with the above DON’T BUY US."
Illamasqua was previously sold to American customers through Sephora retail stores, but after Sephora dropped the line it became available to U.S.
shoppers only through online retailers.
Same company once launched blackface ad campaign
According to the UK's Dailymail, while some customers applauded Illamasqua's loyalty oath, others were quick to point out the company's hypocrisy, reminding shoppers that Illamasqua is the same company that launched a controversial 2012 ad campaign featuring a white model in blackface while dressed up to resemble a minstrel show performer.
