The brand, which specialises in organic and vegan skin care, operates as a ‘Certified B Corporation’, meaning it aims to operate in an ethically-focused way.
MuLondon notes that the partnering of Stonewall will further these aims, through the promotion of the civil rights group’s activity.
“MuLondon is proud to support Stonewall’s campaign for equality for LGBT people everywhere,” the UK-based brand asserted in a statement.
“Inclusivity is one of the building blocks of MuLondon. Partnering with Stonewall is a natural progression of the company’s policy to support organisations that are aligned with its ethos.”
Inclusivity at the centre of beauty operations
MuLondon is one of many beauty and personal care players focused on promoting the diversity of its consumers, and the inclusivity of its products and ethos.
While niche, indie beauty players have led the diversification of product portfolios, major players have moved increasingly in this direction too.
L’Oréal was awarded Equileap’s award for internal gender equality last year, and attempted to push forward the diversity of its brand ambassadors with Munroe Bergdorf, the first openly trans woman of colour to be used in a major campaign.
However, the situation turned sour almost as soon as announced, when the company ditched Bergdorf in response to comments on racism she had earlier made. Many criticised L’Oréal’s decision and suggested it showed a commitment to diversity that is apparently only skin deep.
Meanwhile, BareMinerals is another brand keen to position itself as taking diversity seriously: the company launched an expanded foundation range to include 12 new shades earlier this year.
MuLondon & Stonewall
“We want to stand up for what’s right and show the world what we believe in. As we grow, we would like to ensure that MuLondon remains an inclusive company that welcomes everyone, regardless of their sexual orientation or gender identity,” says Boris Zatezic, Founder & CEO at MuLondon.
"We are delighted that MuLondon has chosen to support Stonewall. Stonewall is committed to achieving acceptance for all LGBT people, both in the UK and abroad. Support from companies like MuLondon help us achieve that aim.
“Without our supporters’ generosity, we would not be able to continue this fight. We are so grateful that MuLondon has decided to come out for LGBT people by supporting Stonewall,” says Sophie Reindorp, Supporter Fundraising at Stonewall.