A high-priced, multilevel-marketing makeup brand built on vaguely decrying “chemicals” wanted to make sure everyone knows it is really dedicated to being woke.

“We Will Do Better,” Beauty Counter emailed its customers and “consultants” (what it calls the women who pay to sell its products). “As advocates, we champion safety,” the company wrote, referring to its lobbying efforts to outlaw competitors’ makeup products on supposed safety grounds, “but racism is putting Black lives in danger every day.”