Why do you assume that you know how people make their other purchasing decisions? It's impossible to know "how ethically" others are living, or buying. If someone looked at just my comments about make up (and skincare) on Reddit, they'd for sure see that I only buy vegan and that I won't buy from J* or Lime Crime, etc. ...but in fact, yes, that does carry over into the rest of my life as far as I can manage at this time.

I only buy vegan clothes, don't wear or use any leather, and eat completely plant-based; I research impact before making charitable donations so I can be sure I'm giving effectively. I boycott a number of major companies in my country (e.g. Boden, NEXT) because they are huge donors to the right-wing political party currently in power.

So, I totally get that your comment wasn't aimed at me. But my point is: you have no idea of anyone's wider ethical commitments or choices. I think trying to minimise the importance of boycotting genuinely crappy brands (like J*) by implying it doesn't really count if someone isn't otherwise ethically pure enough is a huge mistake. We can't be perfect. No one is; goodness knows, I don't think I am. But choosing to abstain is still a powerful and valuable choice.