For equality. Founder Lukas Görlitz saw the European elections in 2019 and the growing strength of right-wing parties as the foundation for his brand equality. People are still defined and sometimes belittled by their origin, skin color, race, culture, religion, gender, and sexuality. This inspired him to create a fragrance that reminds and encourages living with love and not hate, and to carry this positive energy proudly and loudly outward. According to Lukas, smell is one of the strongest senses and has the power to trigger memories and thus influence actions. To ensure that the approach to equality is not thought of as solely individual and too small, IJM, an internationally active and like-minded human rights organization, was included in the concept of equality. included. Equality. also wants to create an impact here and support the work of IJM. Therefore, 10% of the revenues from equality. to their partner IJM. The approach of equality. is to shape a more tolerant society where everyone feels comfortable. This fragrance is not just a perfume, but a statement. Those who wear it are part of a community that needs no words to understand what human values are about. Open yourself, be free of prejudice, be human, because: it’s on you.
