The beauty brand Illamasqua is taking a stand against racism, sexism and xenophobia with its new 'Human Fundamentalism' pledge initiative.
The brand's new request of its consumers, or potential consumers, is one that comes in direct response to some of the mainstream rhetoric and discourse that is taking place in America. Following in the footsteps of other beauty brands, as well as those from different industries, Illamasqua is taking a stand against racism, sexism and xenophobia that is becoming increasingly normalized. It asks consumers to read its Human Fundamentalism pledge which asks them to agree that they disagree with, and do not take part in, the discrimination of others based on "race, color, nationality, ethnicity, age and sexual orientation' – among other things. If consumers do not feel that they can pledge to such a statement, the company politely asks that they do not purchase any of its products.
By taking a stand against hatred in all forms, Illamasqua is prioritizing humanity over potential profits.