【Watch Lamas Online】

A popular British makeup brand is Watch Lamas Onlinetaking a stand against Donald Trump by forcing all customers to take an "anti-fascism pledge".

Illamasqua's founder Julian Kynaston announced the move in a blog on the brand's website, stating the brand is "horrified by President Trump's actions to date".

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"We refuse to remain silent while extreme right-wing populism gains momentum…wherever it is happening," reads the blog. "As such, we will never knowingly sell our products to people who support President Trump’s values."

Anyone wishing to buy the products must take a pledge to "human fundamentalism values".

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Original image has been replaced. Credit: Mashable

According to a spokesperson for Illamasqua, customers should read the blog and decide if the brand's values align with their own.

Kynaston has a message for any customers who don't agree with the post: "DON’T BUY US."

He admits the brand cannot feasibly prevent anyone buying its products, but added: "We also know that no matter how hard some people work to make themselves beautiful on the outside, make-up can never hide the ugliness inside."

"Prejudice, sexism and racism should never be tolerated," Kynaston said. "Whether you’re a brand or an individual join us and, together, we can be the change we want to see."

Illamasqua's brand director is Joe Corré -- son of designer Vivienne Westwood and Sex Pistols manager Malcolm McLaren -- who recently made headlines for burning £5m of punk memorabilia on the river Thames.

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