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    Unwash Reviews

    Cheekbone Beauty is Bringing Indigenous Representation to the Industry





    Brand Ethos




    the unwash review

    Rather than using makeup as a tool to cover up, Cheekbone Beauty embraces being seen. The brand has created space for Indigenous people in an industry that all too often favors Eurocentric beauty standards. Beauty brands aren’t the only industry that overlooks the Indigenous population but Cheekbone Beauty is working to change this narrative and bring Indigenous-owned businesses to the forefront across all industries. Originally launched with only a lip gloss, over the years the brand has expanded to lipsticks, eyeshadows, blushes, bronzers, brow gels, face palettes, and a variety of makeup tools. Beauty is only one part of the brand’s identity as much of their work revolves around creating educational opportunities for Indigenous youth. 

    Founded by Jenn Harper in 2016, after a battle with alcoholism stemming from the generational trauma of her Grandmother surviving Canada’s residential schools. Cheekbone Beauty came to Jenn as an epiphany moment while at the beginning of her sobriety journey. Many people have similar stories to Jenn and the creation of Cheekbone Beauty not only has allowed for cultivating community but also established the opportunity to give back. 100% of the profits from their highlighter shade ‘Biskane’, meaning ignite, go towards the Cheekbone Beauty Scholarship Fund which provides Indigenous students the opportunity to experience a post-secondary education journey. The brand has also donated over $250,000 to organizations including the Navajo Water Project and the First Nations Child & Family Caring Society. Jenn sees success for the brand not as a metric from sales but rather through the ability to give back to the community.

    “We as Indigenous people have an innate connection to the land, earth, and water. Paying attention to brands that have experience in sustainability is going to be really important for the world going forward.” – Jenn Harper Cheekbone Beauty Founder

    The brand is rooted in Jenn’s Anishinaabe culture and centers environmental conservation in its ethos. Over 80% of the world’s biodiversity is protected by Indigenous people, a fact that is often left out of the conversation when it comes to sustainability, especially in the West. The B-Corp-certified beauty brand is hoping to spark larger interest and concern for the environment and set a precedent for sustainability practices in the beauty industry. The majority of their packaging uses biodegradable papers, recyclable tin, and refillable packaging options, cutting its plastic use down by 85% in comparison to conventional brands. To minimize excess waste the brand has a ‘perfectly imperfect’ collection, selling products that may have had a packaging or manufacturing error at a lower cost. Cheekbone Beauty puts transparency at the forefront making it easy for consumers to find information about their manufacturing process, sustainability goals, and yearly sustainability reports. 

    Cheekbone Beauty goes beyond being just a beauty brand by their deep dedication to giving back to the community and the environment, honoring the founder’s roots. Sustainable packaging and ingredients are only one part of the brand’s mission. The brand is creating an inclusive space where all people, especially Indigenous youth feel represented, seen, and beautiful. Cheekbone Beauty has been paving the way for the longtime-needed representation of Indigenous people in the beauty industry. All things the brand does are led with intention and integrity, sparking inspiration for customers, the community, and the industry.



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    Submission Beauty

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    Rif Care

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