Popular UK fashion brand Illamasqua is forcing its customers to take an anti-fascism pledge to purchase its products. In the pledge, prospective buyers must vow to accept responsibility on challenging social and climate issues and actively promote social justice, which it refers to as Human Fundamentalism.

The vegan brand, which produces makeup and perfumes, says that it believe[s] in the freedom of expression, quality and diversity and expresses horror at President Donald Trump. The company says it refuses to remain silent while extreme right-wing populism gains momentum wherever it is happening.

In a post on the companys official blog, Illamasquas founder Julian Kynaston says that the company will never knowingly sell our products to people who support President Trumps values, which includes anyone who supports Trump and anyone who sympathizes with his views on immigration and climate change.

To be part of our community, and to buy our products, you must first pledge to Human Fundamentalism values:

Illamasqua admitsthat it cant really stop anyone from buying what it sells, but that no matter how hard some people work to make themselves beautiful, make-up can never hide the ugliness inside and states inno uncertain termsthat anyone who disagrees with the pledge should take their business elsewhere.

So please, if you dont agree with the aboveDONT BUY US, reads the statement by the Illamasqua founder.

The companys forceful statement was met with celebration from social justice warriors, who cheered the company with positive responses in the comments beneath the post.

Well done. Thank you for being in the right side of history, wrote one commenter.

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

Illamasqua is not brave, and the risk-free statement is unlikely to come at any cost to its bottom line. Given that it only sells vegan products, the statement will do little to ruffle the feathers of any of its buyers, who mainly identify as progressive leftists.

Ian Miles Cheong is a journalist and outspoken mediacritic. You can reach him through social media at@stillgray on Twitterand onFacebook.

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Vegan Fashion Brand Illamasqua Forces Customers to Take Anti-Trump Pledge - Heat Street