British beauty brand Illamasqua has taken a firm stance against Donald Trump and his policies, releasing a statement it has called 'The Illamasqua Anti-Fascism Pledge'.
In a marked departure from statements of condemnation or tongue-in-cheek paraody ads, the company has taken it one step further with a promise it will "never knowingly" sell its products to people who support the president's values.
It is also calling on customers to sign the pledge and get them to agree not to discriminate against anyone for their race, color, nationality, ethnicity, gender, age, disability, sexual orientation, or religion.
Illamasqua wants people that buy its makeup to also "accept responsibility" on climate and social issues, and support the intentions of anti-discrimination charity The Sophie Lancaster Foundation.
"We’re realistic. We know we can’t stop anyone buying our products. But we also know that no matter how hard some people work to make themselves beautiful on the outside, makeup can never hide the ugliness inside," said the brand's founder Julian Kynaston.
"So please, if you don’t agree with the above don't buy us," he finished.
The firm's anti-Trump supporter ethos comes as customers continue to boycott Trump brands thanks to movements initiated on Twitter including the #GrabYourWallet pledge.
The company also joins a growing number of businesses taking a hardline stance against Trump, including Airbnb which used its Super Bowl ad to send out a political message about immigration with chief executive Brian Chesky also being explicit about his opposition to the commander-in-chief.