Recently, Illamsqua, Dove, LUSH and new brand on the block Lipslut have all spoken out against Donald Trump in their own way. Illamasqua published its bold anti-fascism pledge which you can read more about here, Dove poked fun at America's new President with their #AlternativeFacts ad campaign and LUSH made headlines when they brought out two new products with the tongue-in-cheek names 'Yuge' and 'Make Your Derriêre Great Again.' Lipslut took it one step further, with 50% of the profits from their only product, a liquid lipstick called ‘F*ck Trump’, going towards a women’s charity. Read more about it here

While these initiatives have been well-received for the most part, they've also received some criticism, with people accusing the companies of discriminating and virtue-signalling- which is when someone expresses an opinion just to prove that they’re good or virtuous. 

"There is little that is positive about Trump’s presidency." writes Izzy Lyons in an article on "[But] jumping on the virtue-signalling bandwagon isn’t challenging these policies, it’s just venting its [the companies] own hatred."

Speaking about Illamasqua’s pledge, Izzy went on to say: “Stopping someone from buying your products because you disagree with their politics is small-minded and needless.”

A source who wishes to remain anonymous, said that she didn’t think make-up brands should get involved with politics and that some brands like LUSH were going against their own beliefs. “They [LUSH] stand for being inclusive […] they’re all about equality.” She said. “It’s both disappointing and ironic that they’re going against that by discriminating against people with different political views.”

“Why should I have to make my political views align with someone else’s to buy their products?” She said.

However, beauty blogger Shanqiua of @fleekedbyniq had other ideas. “I don't see it as being involved in politics, I see it standing up for the demographic that their products typically are targeted to. For example, Dove has built their brand on empowering and uplifting women of all shapes and sizes." She said. 

“When you have a president who makes comments about women being fat and needing plastic surgery, it goes against everything that brand believes in. I personally like to see companies who speak out because they have privileges and platforms that not every person has.”

Twitter users generally agree with Shaniqua, with one user, @happysara89, who was interviewed as part of Illamasqua's campaign, chiming in to say that “people argue expression w/out [sic] understanding it’s against rhetoric of hate.”

What do you think about this? Should make-up companies be involved with politics?