At Cheekbone Beauty, Indigenous Beauty isn’t just a tagline — it’s a category we’ve created from our roots, one that the rest of the beauty industry is just beginning to understand.
While the clean beauty movement has made huge strides in removing ingredients harmful to humans, Indigenous Beauty goes further. For us, it’s not just about what’s safe for your skin — it’s about what’s safe for the planet.
Our ancestors were the original stewards of this land. Indigenous Peoples have practiced sustainability not as a trend, but as a way of life for generations. We’ve always thought about the entire ecosystem — the water, the soil, the animals, the people — because we’re all connected. This is a truth we carry into everything we make.
So when we formulate a lipstick or a cleanser, we’re thinking far beyond the shelf. We ask ourselves:
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Where do these raw materials come from?
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Are they renewable?
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If this product washes off your face and flows into a lake, will it leave behind something harmful?
The answer should always be no. Because true beauty doesn’t pollute.
This kind of deep accountability to the Earth isn’t accidental — it’s cultural. It’s our responsibility. It’s in every decision we make as an Indigenous-owned brand. And we believe it’s what the future of beauty must look like.
We’re proud that National Geographic and scientists around the world now recognize what our communities have always known: Indigenous land stewardship is one of the most effective ways to protect biodiversity and combat climate change. (Read more here).
And it’s no surprise that Cheekbone Beauty is leading the way. This is Indigenous Beauty — authentic, sustainable, and planet-safe.
The world is starting to catch up.
Join us.