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Product Naming Conventions

Product Naming Conventions

At Cheekbone Beauty, everything that we do and put out is done with intention.

As an eco-conscious cosmetics brand, the language we use in our product naming conventions is important in a variety of ways – we use unique names that stand out but aren’t forgettable, and names that are relevant to who we are as a brand – Indigenous-owned, clean, vegan, and sustainable. These are characteristics that we honour in our product naming conventions.

One of the categories that we are most proud of in our naming convention process is our “Lip” category. Our SUSTAIN Lipstick, Liquid Lipstick and Lipgloss are all wonderful examples of highlighting our Indigenous roots in the products we put out and the names they are given.

Learn from Our Lips

SUSTAIN Lipstick: Our SUSTAIN Lipsticks are all named after the word for land, earth, or ground in different Indigenous languages.

  • Aki (AH-KEE): The word for land/earth in Anishinaabemowin/Ojibwe.
  • Aina (EYE-NAH): The word for land/earth in the language of the Kanaka Maoli people from the Hawaiian Islands.
  • Askîhk (ASH-KEE-HIK): The word for “on the land” in the language of the Nehiyawewin or Plains Cree.
  • Haki (HA-KEE): The word for land/earth in the Lenape language.
  • Kéyah (KAY-YAH): The word for land/earth in Dine Bizaad or Navajo.
  • Makoc (MAK-KOH-CHAY): The word for land in Lakota.
  • Nuna (NU-NA): The word for land in Inukitut.
  • Ooxor (O-HOR): The word for land/earth in the language of the Tongva people.
  • Elohi (EL-O-HE): The word for earth in Cherokee – note: this is a limited-edition shade, and is a blend of Haki and Ooxor.


Warrior Liquid Lipstick: Our Liquid Lipstick collection, once known as our Warrior Women Liquid Lipsticks, are all named after inspirational Indigenous women who are breaking barriers.

  • Ashley: Named after Ashley Callingbull, a Cree woman from Enoch Cree Nation. In 2015, Ashley became the first Canadian and Indigenous woman to ever win the Mrs. Universe title. Her current career consists of acting and modelling, as well as being a motivational speaker.
  • Autumn: Named after Autumn Peltier, an Anishinaabekwe woman from Wikwemikong Unceded Territory in Northern Ontario. Since Autumn was 8 years old, she has been an advocate for Indigenous water rights. In 2016, Autumn presented Prime Minister Justin Trudeau with a water bundle during the Assembly of First Nations and was nominated for the International Children’s Peace Prize in 2017.
  • Bethany: Named after Bethany Yellowtail, from the Northern Cheyenne and Crow Tribe from the Crow Nation Reservation in Montana. Currently residing in Los Angeles, California, Bethany is a talented fashion designer, running her own fashion and accessory brand called YELLOWTAIL.
  • Buffy: Named after Buffy St. Marie, an iconic Cree singer and songwriter from the Piapot Cree First Nations Reserve in Saskatchewan. Debuting in the 1960’s, Buffy has carved the way for First Nations people looking to make it in the music industry. Buffy is still touring and performing to this day. She is also an author and philanthropist.
  • Melina: Named after Melina Laboucan-Massimo, a Lubicon Cree woman from Northern Alberta. Melina is the Program Director at Indigenous Climate Action, the Founder of Sacred Earth Solar, and a Fellow at the David Suzuki Foundation. For the last 20 years, she has worked on social, environmental and climate justice issues. Melina is also the host of TV series “Power to the People”, which profiles renewable energy, food security, and eco-housing projects in Indigenous communities across Canada.
  • Nikki: Named after Nikki Fraser from Tk’emlúps te Secwépemc of the Secwépemc Nation in British Columbia– a passionate advocate for Indigenous women and girls in Canada. Nikki is currently working on getting her Bachelor of Arts Degree in Sociology and Political Science from the Thompson Rivers University. In 2016, Nikki began serving as the Youth Representative for the British Columbia Native Women’s Association, as well as the Native Youth Representative for the Native Women’s Association of Canada. In 2017, Nikki was recognized and acknowledged as one of CBC’s “Young Indigenous Women on the Rise”, as well as being on the “30 Under 30” list for GreenBiz. The following year, Nikki was acknowledged for the Government of Canada’s Top 10 Indigenous Influencers.
  • Shannen: Named after Shannen Koostachin, a young woman Cree from Attawapiskat First Nation. Prior to passing away at 15 years old in a car accident, Shannen had been trying to convince the Federal Government to give First Nations children a proper education. Shannen’s family and friends created a foundation, Shannen’s Dream, to ensure her legacy lives on. The foundation aims to make sure all First Nations children across Canada have safe schools and receive a quality education.
  • Tantoo: Named after Tantoo Cardinal, a prolific Cree/Metis woman and icon in Canadian acting. In Tantoo’s work, she ensures that her characters are both accurate and honest portrayals of Indigenous people – working with writers to achieve this balance. In 2015, Tantoo reached new acclaim after receiving the award of excellence from ACTRA – Alliance of Canadian Cinema, Television and Radio Artists. In 2018, Tantoo had her first leading role in the film Falls Around Her”, by Indigenous filmmaker, Darlene Every element of the film was honourably captured to be true and authentic. Following this film and the careful portrayals of Indigenous characters and traditions, Tantoo Cardinal is an integral part of the Indigenous and Canadian film industry.

Pictured: "Ashley" Liquid Lipstick

Lipgloss: Our lip glosses are all named after elements in nature and culture that are important in Indigenous peoples, which shows our interconnectedness to our Indigenous roots and commitment to a cleaner, more sustainable future.

  • Birch: In Indigenous culture, the Birch tree represents guidance and protection – it also acts as a medicinal property.
  • Pink Moon: The moon is an important symbol in Indigenous culture as it is symbolic in ceremonies and understandings of people, time, and place.
  • Sundance: Sundance is an annual sacred ceremony performed by Indigenous peoples in the Prairies, which reaffirms the community’s spiritual beliefs about the universe as it would be performed as a request for aid or response to a vision.
  • Sweetgrass: Sweetgrass is one of the four plants in nature that is deemed sacred to Indigenous peoples. In Jenn’s Anishinaabe culture, Sweetgrass is considered to be the hair of “Mother Earth” and is braided; the three braid strands represent mind, body and soul – in different Indigenous communities, the strands can also represent love, kindness and honesty.
  • Fire: Many Indigenous communities have used fire as a practice to navigate crops and travel, as well as managing the land.
  • Wild Berry: Indigenous peoples used wild berries, such as wild blueberries, for flavour, nutrition, and healing qualities.


If you'd like to learn more about our naming conventions, contact us at We'd love to continue the conversation with you. 

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