Cheekbone Beauty: Indigenous-owned brand giving 10% of its profits to help educate indigenous youth in Canada

Cheekbone Beauty is an Indigenous-owned beauty company that gives 10% of its profits to help educate Indigenous youth in Canada.

Known for creating high quality, cruelty-free beauty products including liquid lipsticks and complexion products, the brand aims to provide a space within the mainstream beauty industry where indigenous youth are represented and seen.

Some of Cheekbone Beauty’s best-selling products are from its Warrior Women range. Each shade in the Warrior Women liquid lipstick collection is named after an inspiring Indigenous woman of Canada. Ashley, a plumy pink rose shade, is named after Ashley Callingbull, a well-known Cree woman from the Enoch Cree Nation in Alberta, Canada.

The classic blue red in the Warrior Wome range, Autumn, is named after Anishnaabekwe woman Autumn Peltier from Wikwemikong Unceded Territory in Northern Ontario. Wh

While Melina, in a rosy peach nude shade, is named after an Indigenous rights advocate from the Lubicon Cree First Nation in Alberta, Canada, Melina Laboucan-Massimo.

The Ontario-based “socially conscious beauty brand” was established in 2016 by Anishinaabe woman, Jenn Harper, primarily to empower indigenous youth.

Jenn Harper said: “I started Cheekbone Beauty for several reasons. I grew up feeling ashamed of who I was and where I came from, I never want any youth to feel this way. After years of healing, therapy and feeling the power of vulnerability I began to share my personal story. Not only was this extremely healing for me, I also realised how it could help others see their value. We are not our past mistakes, they do not need to define us.

“Having grown into a mature women with a balanced view of who I was, I wanted others who were struggling with identity issues, addiction issues and past traumas to see their potential. During my healing journey, reading stories about other peoples rise out of trauma, is what helped me see the possibilities for my life.

“Within the beauty space there didn’t seem to be any brands highlighting Indigenous faces, knowing this industry has massive margins, it was also an opportunity to do good while creating a new business, work that feels good.”

The Cheekbone Beauty founder and CEO is also passionate about closing the gap between indigenous and non-indigenous children’s education, which is why she currently donates 10% of company profits to the First Nations Child & Family Caring Society in Canada which helps with children’s education.

With sustainability at the heart of Cheekbone Beauty, the beauty brand is launching a less-waste line of lipsticks later this year.

Cheekbone Beauty has also set itself zero-waste goals for 2023 which includes eliminating single-use plastic, offering refill options, biodegradable packaging and compostable packaging, and ensuring all raw ingredients are from plant or bio-based sources.

Cheekbone Beauty

Rosa Medea is Life & Soul Magazine’s Chief. She writes about lifestyle including sustainable and green living. She also offers content services to businesses and individuals at Rosamedea.com

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