After the shit storm that was 2016, it’s pretty hard to avoid being political these days. Even your ex boyfriend, who once thought Hugh Grant was Prime Minister, is over on Facebook; letting everyone know that he thinks Donald Trump is a bit of a dickhead. Celebrities haven’t been shy to speak out and share their beliefs either; Gary Lineker is more or less the leader of the opposition in the U.K, Michael Sheen has swapped acting for activism and Lily Allen is doing God’s work on Twitter; dealing with sexist, racist misogynist trolls daily for merely daring to call out fascism.
But brands and businesses? They’ve been a little quieter. Sure, a few have made a stand or a statement but the majority are adopting the ‘never discuss politics at a dinner party’ strategy in order to protect their profits. After all, Trump supporters are ridiculously extra when you offend their Fash Daddy.
So yesterday when Illamasqua released a statement detailing their Anti-Fascism Pledge it made for a refreshing break from reading about the latest atrocities the Alt-Right* are up to.
*A polite term for Nazis
The fashion and beauty industry gets a bad rep at times because of course they do, it’s mainly women who enjoy make up so naturally anything a female enjoys will be passed off as trivial and unimportant. Yet here we are in 2017, and along with Teen Vogue being the main major publication to pull Trump up on his bullshit, it’s a beauty brand that’s risking their profits and putting their influence to good use to fight fascism.
Some may be cynical and claim Illamasqua’s pledge is all for publicity and to generate more sales and, while I don’t believe that to be true, who actually cares if that’s what it is? If brands and businesses want to start marketing their goods by highlighting dangerous politics and directing us towards good causes while they’re at it, I’m all for it. I’d rather be flogged a lipstick by a company not standing by while a repulsive bigot tries to implement disgusting policies like a Muslim Ban rather than a business that chucks a few hundred grand at a Kardashian so they can feature on their Instagram page.
For those cynics who still aren’t convinced, Illamasqua are donating 100% of ALL sales proceeds of Lip Lure in Nebulus (gorgeous by the way) to The Sophie Lancaster Foundation to help the charity continue it’s work in challenging prejudice and intolerance.
If you needed an excuse to add to your make up collection, this is the sign you’ve been waiting for. Head down to Illamasqua and be safe in the knowledge that when you’re applying your eyeliner your wings won’t be Alt-Right.