Uber, Nordstrom, Nike and now Illamasqua - recently it seems like it's another day, another major brand cutting ties with Donald Trump's version of America.
Taking things one step further than just saying 'no' to the #MuslimBan, make-up brand Illamasqua, who are known for challenging traditional, and arguably outdated, definitions of beauty, are taking a stand and asking all of their customers to sign an anti-fascism pledge.
Directly. Against. Trump.
Stating, 'We 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.'
The result? The brand are cutting ties with anyone who supports Trump's seemingly white supremacist values by never-knowingly selling to them. Put simply, if you wanna be in Illamasqua's gang, you've gotta love your fellow man.
'To be part of our community, and to buy our products, you must first pledge to human fundamentalism values.'
Now, the brand know that they can't physically stop people buying their make-up, and it's unethical to force people to change their beliefs, so instead, they're politely asking those who don't agree with the pledge to just stop buying their products.
Kind of baffling right? This might be the first time we've encountered a company actively discouraging people from buying their product by prioritising human rights, over profits.
A major beauty brand taking a stand on behalf of discrimination instead of sitting on the fence or turning a blind eye? We're on board.
And it's not just talk.
Illamasqua want to raise £25,000 for the Sophie Lancaster Foundation which challenges prejudice and intolerance, so they're putting their money where their mouth is.
By donating 100 per cent of all sale proceeds from their Lip Lure in Nebulus liquid lipstick, £19.50 (which is an epic dark green FYI) they're asking you to help their fight: 'Whether you're a brand, or an individual, join us, and together we will all go down in history for challenging fascism.'