The beauty industry is no longer limited to its focus solely on beauty. Consumers today demand products that not just enhance their physical appearance but also prefer brands that reflect values, empower them, and show their true authenticity. Modern consumers choose beauty brands that show genuine commitment to environmental conservation along with cultural inclusivity. Cheekbone Beauty stands as one of the leading brands that promote this transformation in the beauty industry.
The Founder and CEO, Jenn Harper established Cheekbone Beauty, to shape a new direction for the beauty industry. Jenn’s journey to creating this brand emerged from her personal experiences as an Indigenous woman and reconnecting with her roots. Building a sustainable makeup brand was not about cosmetics alone; it also aimed to change beauty standards for Indigenous people through representation and Indigenous teachings.
Today, Cheekbone Beauty is more than a company; it is a social movement. Through its dedication to sustainability and its promotion of inclusivity and representation, what makes this brand stand out is its deep connection to cultural values, its dedication to helping Indigenous communities, and its focus on creating eco-conscious, high-quality products.
As we move closer to 2025, Cheekbone Beauty is at the forefront of making the beauty world a more inclusive, ethical, and environmentally friendly place. Let’s delve into the details below!
A Brand Born from a Personal Journey
Jenn’s story is one of passion, perseverance, and purpose. As the founder of Cheekbone Beauty, Jenn saw a gap in the beauty industry—a gap where Indigenous people were not only overlooked but actively excluded. Growing up, Jenn rarely saw people like herself in the beauty world. The faces on billboards, in ads, and on beauty product packaging didn’t look like her. For her, this was more than just a missed opportunity—it was a reminder that Indigenous people were often invisible in mainstream beauty.
It wasn’t long before Jenn realized that if she wanted to see change, she would have to create it herself. The brand was born out of this realization: to make Indigenous people not just visible, but celebrated. “Cheekbone Beauty was born out of a desire to change that, to create a space where Indigenous people were not only represented but celebrated,” she explains.
What sets the company apart from other brands is its authenticity. She wanted to create a beauty company that wasn’t just about selling products but about changing how people viewed Indigenous culture and making sure that the voices of Indigenous communities were heard. Through Cheekbone Beauty, she is giving Indigenous people a platform in a world that has often shut them out.
“I wanted to bring forward a brand that had authenticity, inclusivity, and sustainability at its core, all while honoring my Indigenous roots,” she says.
A Movement, Not Just a Brand
Cheekbone Beauty isn’t just another cosmetics company—it’s a movement that is reshaping what beauty means. While many brands focus solely on makeup, Cheekbone Beauty has woven together cultural values, environmental sustainability, and inclusivity into its very DNA. For Jenn, it was crucial that the brand wasn’t only about creating products but about making a difference in the lives of those who have historically been marginalized.
“What sets us apart is our commitment to sustainability and our dedication to Indigenous representation in every facet of our business,” she notes. “From the products we create to the way we tell our stories, we’re grounded in authenticity and strive to challenge the status quo of an industry that often lacks diversity and genuine representation.”
The brand is driven by a clear mission: to create products that celebrate all identities while also making a positive impact on the world. This approach isn’t just reflected in their products, but in the way the brand communicates and builds relationships with its community. It’s not just about makeup—it’s about elevating people’s confidence, empowering them, and giving them a space to feel seen and heard.
“The beauty industry often lacks diversity and genuine representation,” she explains, “and we aim to challenge that through everything we do. Our customers feel seen and heard, not just in our products, but in our stories and our values.”
Beauty that’s Good for You and the Planet
In today’s beauty world, sustainability isn’t a luxury—it’s a necessity. Consumers want to know that the brands they support are taking responsibility for their impact on the environment. For Cheekbone Beauty, sustainability is a top priority, and it’s built into the very core of everything the company does.
“We use natural ingredients where possible and are constantly innovating to ensure that our formulations have minimal environmental impact,” she says. “In terms of packaging, we’re transitioning to more eco-friendly materials, including recyclable, compostable, and biodegradable options.”
The commitment to sustainability doesn’t stop with the products themselves. The company is working hard to minimize its carbon footprint in every area of the business, from production to packaging to shipping. This dedication to the planet is reflected in every aspect of the brand’s operations, ensuring that they don’t just look good but feel good too. “Ultimately, our goal is to ensure that the beauty industry leaves a positive impact, not a harmful one,” she emphasizes.
In a world where fast fashion and over-consumption often lead to negative environmental effects, Cheekbone Beauty offers a refreshing change by prioritizing eco-friendly practices and promoting conscious consumerism.
Celebrating Indigenous Representation in Beauty
For Jenn, one of the most important aspects of her company is the representation of Indigenous people. For far too long, the beauty industry has been dominated by mainstream narratives that overlook diverse cultural stories and identities. Cheekbone Beauty, however, is committed to changing that. “We ensure that Indigenous people are portrayed authentically and meaningfully, and we make it a priority to uplift Indigenous communities through initiatives like our scholarships for Indigenous youth,” she shares.
Representation in beauty isn’t just about advertising or social media. It’s about making sure that Indigenous voices are included in leadership roles, creative development, and business practices. Jenn believes that true representation means more than just showing up in campaigns—it means being a part of every aspect of the company.
At Cheekbone Beauty, this idea of representation is embedded in the product development process. The brand’s designs, products, and messaging are carefully crafted to reflect the diverse cultural backgrounds of their customers while staying true to the values and traditions of the Indigenous communities they represent.
The company is also committed to supporting Indigenous youth through scholarships and opportunities to pursue their education. For her, this is an essential part of giving back to the community that shaped her. “It’s important to me that we not only focus on beauty products but also on building a legacy that supports Indigenous communities,” she says.
Creating Beauty Products for Everyone
Cheekbone Beauty’s commitment to inclusivity goes beyond representation. The brand is deeply invested in creating beauty products that cater to a wide range of skin tones, types, and identities. She believes that true inclusivity is about offering products that everyone can use, no matter their background.
“Our Sustain Lipsticks are a fan favorite!” she proudly shares. “They’re not just stunning in their shades, but also formulated with clean, nourishing ingredients, making them suitable for a wide range of skin types.”
The Unify Multi Pencils are another standout product, offering shades that work for a variety of skin tones. These versatile products are designed to make beauty routines easier and more accessible for people from all walks of life. They represent the brand’s dedication to providing quality, inclusive, and sustainable beauty products that people actually want to use. “We want our products to be as multifunctional as they are beautiful,” she explains. “It’s about making beauty simple and accessible for everyone.”
A New Era of Beauty
As we look toward 2025 and beyond, Jenn sees the beauty industry continuing to evolve. She believes that sustainability will continue to be at the forefront of beauty trends, with more brands moving toward eco-friendly packaging and clean ingredients. However, she also sees a big shift in how beauty products are personalized.
“By 2025, I believe the beauty industry will continue moving toward a more sustainable future,” she predicts. “Clean and eco-friendly beauty products will become the norm, and transparency in both ingredient sourcing and business practices will be paramount.”
A Brand Built on Resilience
Building a brand like Cheekbone Beauty hasn’t been without its challenges. Jenn has faced numerous obstacles, especially as an Indigenous woman in an industry dominated by larger corporations. Starting a business without the same resources and capital available to big players was no easy feat, but she was determined to make it work. “We’ve had to be scrappy, resourceful, and build a strong community around our mission to make it work,” she shares.
Despite the challenges, Jenn has stayed resilient, driven by her passion for making a difference and her commitment to her community. “Building a business is hard work, but staying connected to your mission and your community will help you navigate the inevitable ups and downs,” she says.
Her perseverance has been a key factor in the company’s success. It’s not just about creating products; it’s about staying true to her values and mission, even in the face of adversity.
The Legacy of Cheekbone Beauty
Looking back on her journey, Jenn is proud of what Cheekbone Beauty has accomplished. What started as a small line of lip products has grown into a full beauty brand that reflects the diversity of its customers. However, for her, the real accomplishment is the brand’s impact on Indigenous communities and the beauty industry as a whole.
“The most valuable lesson I’ve learned is that authenticity is everything,” Jenn says. “When you’re true to who you are, and when your brand reflects your values, you naturally attract the right people who believe in what you’re doing.”
As Cheekbone Beauty grows, Jenn is excited about what’s ahead. The brand plans to expand its product line, introduce new sustainable packaging options, and even launch a book that tells the story behind its creation. “We’re all about creating new, innovative ways to engage with our community,” she says, leaving us with a sense of excitement for the future.
Ultimately, Jenn hopes the company will be remembered as a brand that changed the beauty industry for the better. “I hope that Cheekbone Beauty will be remembered as a company that shifted the beauty industry toward true inclusivity, sustainability, and authenticity,” she shares. “I want to leave a legacy where Indigenous people are represented not just in marketing campaigns but in leadership, product creation, and innovation.”
Through her hard work, dedication, and passion, Jenn is showing the world that beauty is about more than just appearances. It’s about culture, values, and making a lasting difference in the world.
